山东企业名牌资产创新增值研究

发布时间：2018-05-27 08:38

本文选题：品牌资产 + 创新增值策略　；参考：《天津大学》2006年硕士论文

【摘要】： 当今中国市场,将成为国内外品牌之战的宝地,对企业而言,评价一个品牌的优劣,最常用的概念就是品牌资产。由于对品牌资产没有一个统一的定义,造成了企业对品牌资产的片面理解,认为品牌资产就是产品溢价、广告效果或者市场占有率,将品牌资产的经营理解为形象设计、促销、广告等单纯的营销策略,忽视品牌资产的可增值性和可持续发展性,造成了品牌资产的严重流失! 文章将针对山东省名牌资产的特点,分析品牌资产的要素构成以及经营过程中存在的问题,对增值瓶颈做出行业分析,为企业提供行业分析结果,并在经济学的边际理论基础上提出品牌资产增值过程中对要素投入进行控制的理论方法。本文共分为6个部分,第一部分,绪论,阐述本文研究的目的及意义,第二部分对品牌及品牌资产进行理论综述;第三部分对品牌资产要素进行分类、分析和结构分层;第四部分对山东省的名牌资产现状进行描述;第五部分运用宏观层次分析法从行业角度对品牌资产进行要素分析,并提出影响品牌资产的要素投入边际模型;第六部分对前面的分析结果进行策略研究。
[Abstract]:Nowadays, the Chinese market will become a valuable place for domestic and foreign brands. For enterprises, the most commonly used concept to evaluate a brand is brand equity. The lack of a unified definition of brand equity has led to a one-sided understanding of brand equity, which is considered to be product premium, advertising effect or market share. The management of brand equity is understood as image design and promotion. Advertising and other simple marketing strategies, ignoring the value-added and sustainable development of brand equity, caused a serious loss of brand equity! According to the characteristics of famous brand assets in Shandong Province, this paper will analyze the elements of brand assets and the problems in the process of management, and make an industry analysis of value-added bottlenecks to provide industry analysis results for enterprises. On the basis of the marginal theory of economics, this paper puts forward the theoretical method of controlling the factor input in the process of brand equity appreciation. This paper is divided into six parts, the first part, the introduction, the purpose and significance of this study, the second part of the brand and brand equity theoretical review, the third part of the elements of brand equity classification, analysis and structural stratification; The fourth part describes the current situation of the famous brand assets in Shandong Province. The fifth part uses the macro analytic hierarchy process to analyze the factors of the brand assets from the perspective of the industry, and puts forward the marginal model of the factor investment that affects the brand equity. The sixth part carries on the strategy research to the above analysis result.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F273.2

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