基于Interbrand模型的汽车品牌资产评估研究

发布时间：2018-06-04 14:55

本文选题：品牌资产 + Interbrand模型　；参考：《合肥工业大学》2017年硕士论文

【摘要】：品牌价值的提升对于企业获取较大的市场份额、占据行业领导地位具有不可替代的作用。改革开放以后,中国汽车市场开始逐步发展,中国汽车市场作为国际汽车行业的重要组成部分,在未来的发展中面临巨大的机遇与挑战,也是实现突破性转型的跨越期。如何紧跟行业发展趋势、把握用户需求、树立自主品牌形象是汽车行业成员必须面对的问题。根据中国汽车企业的属性,本文选取上汽和长安汽车两个品牌进行研究,上汽作为行业的龙头企业,有着其他众多企业无法获取的发展优势,长安汽车资本实力较上汽有所不足,但其长期注重自主品牌的研发与创造,在未来市场上具有不可估量的潜力。本文以Interbrand品牌资产评估模型为基础,参考World Brand Lab法和大卫·艾克提出的品牌资产十要素模型等多种评估方法,结合中国市场特点和汽车行业属性,构建一种改进的品牌资产评估模型。对上汽和长安汽车两个汽车品牌进行评估,指标在可信区间内进行选取,对相关数据进行筛选,分析评估结果,从而得出结论,提出相应的建议。本文的研究主要分文四个阶段。首先,整理国内外相关品牌研究成果、对评估方法进行比较与分析,综合研究每种方法和模型的使用范围及其优点与欠缺之处;其次,对现有Interbrand模型进行修正,构建本文品牌价值评估模型;再者,确定评估对象,选取有效数据,选择合适的评估方法与研究方式对对象进行评估;最后,对评估结果进行分析,对评估模型进行合理性与可行性分析,根据评估结果对品牌发展提供相应的建议,总结本文整体研究成果。
[Abstract]:The promotion of brand value plays an irreplaceable role in obtaining a large market share and occupying the leading position in the industry. After the reform and opening up, the Chinese automobile market began to develop step by step. As an important part of the international automobile industry, the Chinese automobile market is faced with enormous opportunities and challenges in the future development, and is also the leapfrogging period to realize the breakthrough transformation. How to keep up with the development trend of the industry, grasp the needs of users and set up the image of independent brand is the problem that members of automobile industry must face. According to the attributes of Chinese automobile enterprises, this paper selects two brands of SAIC and Changan Automobile to study. As a leading enterprise in the industry, SAIC has many development advantages that many other enterprises cannot obtain. The capital strength of Changan Automobile is less than that of SAIC, but its long-term focus on the R & D and creation of its own brand has inestimable potential in the future market. This paper is based on the Interbrand brand equity evaluation model, referring to the World Brand Lab method and David Ike's ten factor model of brand equity, combining the characteristics of the Chinese market and the attributes of the automobile industry. Build an improved brand equity evaluation model. Two automobile brands of SAIC and Changan are evaluated. The indexes are selected in the confidence interval, the relevant data are screened, the evaluation results are analyzed, and the conclusions are drawn and the corresponding suggestions are put forward. The research of this paper is divided into four stages. First of all, collate the domestic and foreign related brand research results, compare and analyze the evaluation methods, comprehensively study the scope of use of each method and model, its advantages and disadvantages; secondly, modify the existing Interbrand model. Thirdly, determine the evaluation object, select the effective data, select the appropriate evaluation methods and research methods to evaluate the object; finally, analyze the evaluation results. The rationality and feasibility of the evaluation model are analyzed. According to the evaluation results, the corresponding suggestions for brand development are provided, and the overall research results of this paper are summarized.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F426.471

【相似文献】