企业价值对品牌价值影响及其广告的中介作用

发布时间：2018-05-08 14:49

本文选题：品牌价值 + 企业价值　；参考：《哈尔滨工业大学》2016年硕士论文

【摘要】：大数据时代的今天,品牌资产的重要性更加凸显。大而不强的中国企业如何利用自身优势进行品牌建设是一个值得研究的课题。经过对现有文献总结可知,企业价值对品牌价值的影响是一个比较薄弱的环节。而且,目前大部分研究的关注点集中在B2C企业,B2B企业品牌建设却缺少理论探索和实证分析。本文将以此为切入点,探究企业价值对品牌价值的影响和B2B与B2C企业在品牌建设方面的差异性。同时对国外知名品牌企业与国内企业两个不同的样本分别进行验证,以期望发现其中的差异,为中国企业品牌建设与壮大提供宝贵的经验借鉴。构建多元线性回归模型,进行实证研究。其中品牌价值数据来自全球品牌实验室发布的中国品牌价值500强排行榜和Interbrand公司发布的全球品牌100强排行榜,企业价值数据来自国泰安数据库和新浪美股,广告费用数据来自企业年报中管理费用的明细科目以及相关网站。经过对数据的整合与处理,最终获得一个包含216组数据的国内样本,一个包含210组数据的国外样本。运用STATA软件对样本数据进行估计。通过对实证结果进行讨论,本文发现企业价值对品牌价值存在直接正向影响。经过Chow检验可知:国外知名品牌企业其企业价值对品牌价值的直接影响强度比国内企业的大。鉴于此,中国企业可以通过提高股价等方式增加企业价值,从而可以对品牌价值产生驱动作用。而且企业价值还可以通过广告费用间接影响品牌价值。通过检验发现国外知名品牌企业其企业价值对广告费用的影响强度比国内企业的大。因此中国企业可以增加广告费用的强度来提高品牌价值。本文还发现:与B2B企业相比,B2C企业其企业价值对广告费用的影响强度更大。所以,B2B企业更应该加大广告费用的支出强度来提高品牌价值,从而能够更好地利用品牌价值对企业价值的杠杆作用。
[Abstract]:Today, the importance of brand assets is more prominent in the big data age. How to use its own advantages to make brand construction is a subject worthy of study. After the summary of the existing literature, the impact of the value of the enterprise on brand value is a relatively thin and weak link. The point of note is concentrated in the B2C enterprise, but the brand construction of B2B enterprise lacks theoretical exploration and empirical analysis. This article will take this as a breakthrough point to explore the impact of enterprise value on brand value and the difference between B2B and B2C enterprises in brand building. At the same time, two different samples of foreign well-known brand enterprises and domestic enterprises are respectively verified, so as to make a conclusion The difference is found to provide valuable experience for the construction and expansion of Chinese enterprise brand. A multiple linear regression model is constructed to carry out an empirical study. The value of brand value data comes from the 500 top brand value list published by the global brand laboratory and the top 100 list of global brands issued by Interbrand company, and the enterprise price The value of the data comes from the Tai'an database of the country of Tai'an and the Sina American stock. The advertising cost data comes from the details of the management costs in the annual report of the enterprise and the related websites. After the integration and processing of the data, a domestic sample containing 216 sets of data is finally obtained, a foreign sample containing 210 sets of data. The sample data is carried out with the STATA software. Through the analysis of the empirical results, this paper finds that the enterprise value has a direct positive impact on the brand value. Through the Chow test, it can be found that the direct impact of the corporate value of foreign famous brands on the brand value is greater than that of the domestic enterprises. Therefore, the value of the brand can be driven by the brand value. And the value of the brand can be indirectly influenced by the cost of the advertisement. It is found that the influence of the enterprise value on the advertising cost is stronger than that of the domestic enterprise. It is also found that: compared with B2B enterprises, the enterprise value of B2C enterprises has a greater impact on advertising costs. Therefore, B2B enterprises should increase the expenditure intensity of advertising costs to improve the brand value, so as to make better use of the leverage of brand value to the value of the enterprise.

【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F273.2;F713.8

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