青岛啤酒品牌价值评估研究

发布时间：2018-03-28 17:00

本文选题：品牌　切入点：青岛啤酒　出处：《西安理工大学》2017年硕士论文

【摘要】：品牌是当今社会的一个热点话题。现在我国越来越多的企业开始关注品牌,我国的消费者对品牌的选择意识也逐步提高,同时国家和政府也高度重视我国企业品牌的发展,品牌甚至被提高到经济振兴和民族振兴的战略高度。21世纪,我国的品牌能否崛起,为广大的实业家、研究学者们所瞩目。作为企业的经营管理者,要充分全面认识品牌的重要性,加强品牌资产的评估和管理,增加品牌价值。品牌价值的提升对提高企业竞争力,促进企业发展,促进企业更快的占领市场都有着巨大的作用。企业品牌价值的评估不仅是市场发展的需要,更是市场竞争的需要。品牌价值评估对我国企业进行市场竞争、稳固市场地位、赢得国际市场意义重大。本文通过查阅文献对国内外的品牌价值评估方法进行总结,根据青岛啤酒所处行业的性质,采用多周期超额收益法对青岛啤酒进行品牌价值评估,文章共分为六个部分。首先阐述了文章的研究背景、研究意义、研究方法、以及研究内容和框架;其次,对品牌和品牌价值的相关理论和文献进行了详细的总结与分析,在理论的基础之上又详细的阐述了品牌价值评估的各种模型与方法,而后选取多周期超额收益法作为青岛啤酒的品牌价值的评估方法,该方法将财务、消费者与市场要素三方面相结合,并相应的介绍了各部分采用的具体分析方法。第四,基于多周期超额收益法对青岛啤酒进行品牌价值评估,运用多周期超额收益法测算品牌资产带来的未来现金流,在品牌强度方面,采用问卷调查、层次分析法以及模糊综合评价法进行分析,得出青岛啤酒的品牌强度,将这些计算的数据带入评估模型中,最终得出青岛啤酒的品牌价值,并根据评估结果进行财务意义以及数据分析;第五部分对青岛啤酒的品牌价值提升提出一些建议;第六部分是本文的结论与展望。本文研究的是青岛啤酒品牌价值,期望对青岛啤酒的品牌管理和提升起促进作用,同时能给我国的其他啤酒企业进行品牌价值评估以及今后的品牌管理提升提供思路。
[Abstract]:Brand is a hot topic in today's society. Now more and more enterprises in our country begin to pay attention to the brand, and the consumers in our country have gradually improved their awareness of brand choice. At the same time, the state and the government also attach great importance to the development of enterprise brands in our country. Brand has even been raised to the strategic height of economic revitalization and national rejuvenation. In the 21st century, whether the brand of our country can rise or not has attracted the attention of the vast number of industrialists and researchers. We should fully understand the importance of brand, strengthen the evaluation and management of brand equity, increase brand value, and promote the competitiveness and development of enterprises. The evaluation of enterprise brand value is not only the need of market development, but also the need of market competition. It is of great significance to win the international market. This paper sums up the methods of brand value evaluation at home and abroad, according to the nature of Tsing Tao Beer's industry, adopts the method of multi-cycle excess income to evaluate the brand value of Tsing Tao Beer. The article is divided into six parts. Firstly, the research background, research significance, research methods, research content and framework of the article are described. Secondly, the related theories and literature of brand and brand value are summarized and analyzed in detail. On the basis of the theory, this paper expounds in detail the various models and methods of brand value evaluation, and then selects the multi-cycle excess income method as Tsing Tao Beer's brand value evaluation method. Consumers and market elements of the three aspects, and the corresponding introduction of the specific analysis methods used in each part. Fourth, based on the multi-cycle excess income approach to Tsing Tao Beer brand value evaluation, Using the method of multi-period excess income to measure the future cash flow brought by brand equity, using questionnaire, analytic hierarchy process and fuzzy comprehensive evaluation method to analyze the brand strength of Tsing Tao Beer. Bring these calculated data into the evaluation model, finally get Tsing Tao Beer's brand value, and according to the evaluation results of financial significance and data analysis. The sixth part is the conclusion and prospect of this paper. At the same time, it can provide ideas for other beer enterprises to evaluate brand value and enhance brand management in the future.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F426.82

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