本文選題：品牌價(jià)值　切入點(diǎn)：價(jià)值評(píng)估　出處：《蘭州商學(xué)院》2011年碩士論文

【摘要】：隨著我國資本市場(chǎng)改革的不斷深入,證券公司品牌價(jià)值在企業(yè)品牌管理、企業(yè)經(jīng)營(yíng)、建立企業(yè)核心競(jìng)爭(zhēng)力等經(jīng)濟(jì)活動(dòng)中越來越顯示其重要性。證券公司品牌作為證券企業(yè)一項(xiàng)重要的無形資產(chǎn),反映了企業(yè)發(fā)展的潛力,決定了企業(yè)的長(zhǎng)期競(jìng)爭(zhēng)力,如何合理地量化證券公司品牌的價(jià)值,成為證券業(yè)亟待解決的一個(gè)課題。本文在系統(tǒng)研究國內(nèi)外現(xiàn)有的品牌價(jià)值評(píng)估方法和評(píng)估模型的基礎(chǔ)上,嘗試探尋品牌價(jià)值評(píng)估的新方法,以期可以為金融業(yè)證券公司品牌價(jià)值評(píng)估提供可操作性的參考,也為我國證券公司研究品牌管理提供了新的思考。 本文首先系統(tǒng)地介紹了品牌及品牌價(jià)值研究的基本理論,界定了品牌及品牌價(jià)值的內(nèi)涵,品牌價(jià)值的作用。然后對(duì)國內(nèi)外比較成熟的、有代表性的品牌價(jià)值評(píng)估方法和模型進(jìn)行介紹和分析,通過對(duì)前述理論的系統(tǒng)研究,得出如下結(jié)論：品牌價(jià)值評(píng)估應(yīng)考慮評(píng)估的全面性,必須綜合企業(yè)和消費(fèi)者兩大因素構(gòu)建品牌價(jià)值評(píng)估模型。接下來,以現(xiàn)有品牌價(jià)值評(píng)估方法和模型研究為基礎(chǔ),嘗試對(duì)Interbrand法進(jìn)行改進(jìn),該評(píng)價(jià)方法由市場(chǎng)強(qiáng)度和消費(fèi)者強(qiáng)度構(gòu)成品牌強(qiáng)度,市場(chǎng)強(qiáng)度由Interbrand法的品牌強(qiáng)度七因素進(jìn)行描述；同時(shí),消費(fèi)者強(qiáng)度由品牌態(tài)度、品牌認(rèn)知、品牌行為進(jìn)行描述,在此基礎(chǔ)上運(yùn)用模糊綜合評(píng)價(jià)法對(duì)品牌價(jià)值評(píng)價(jià)體系進(jìn)行量化。最后,本文運(yùn)用改良Interbrand法并結(jié)合證券業(yè)自身特點(diǎn),對(duì)證券公司品牌進(jìn)行了價(jià)值評(píng)估,證明該評(píng)估方法對(duì)證券公司品牌評(píng)估的可行性和適用性,進(jìn)而對(duì)證券公司提升品牌價(jià)值、加強(qiáng)品牌管理提供理論依據(jù)。
[Abstract]:With the deepening of capital market reform in our country, the brand value of securities companies lies in enterprise brand management and enterprise management. As an important intangible asset of securities enterprises, the brand of securities companies reflects the development potential of enterprises and determines the long-term competitiveness of enterprises. How to reasonably quantify the brand value of securities companies has become an urgent task for the securities industry. This paper systematically studies the existing brand value evaluation methods and evaluation models at home and abroad. This paper attempts to explore a new method of brand value evaluation in order to provide an operational reference for the brand value evaluation of financial securities companies, and also provides a new thinking for the study of brand management of securities companies in our country. This paper first introduces the basic theory of brand and brand value research, defines the connotation of brand and brand value, the role of brand value. The representative brand value evaluation methods and models are introduced and analyzed. Through the systematic study of the above-mentioned theories, the following conclusions are drawn: brand value evaluation should consider the comprehensiveness of the evaluation. It is necessary to combine the two factors of enterprise and consumer to construct the brand value evaluation model. Then, based on the existing brand value evaluation method and model research, we try to improve the Interbrand method. The evaluation method consists of market strength and consumer strength, and the market strength is described by seven factors of brand strength of Interbrand method, meanwhile, consumer strength is described by brand attitude, brand cognition and brand behavior. On this basis, the fuzzy comprehensive evaluation method is used to quantify the brand value evaluation system. Finally, this paper uses the improved Interbrand method and the characteristics of the securities industry to evaluate the brand value of securities companies. It proves the feasibility and applicability of this evaluation method to the brand evaluation of securities companies, and then provides theoretical basis for securities companies to enhance brand value and strengthen brand management.
【學(xué)位授予單位】：蘭州商學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F273.2;F832.39

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