【摘要】：當(dāng)今社會(huì),企業(yè)的生存和發(fā)展在某種程度上離不開(kāi)市場(chǎng)競(jìng)爭(zhēng),由于經(jīng)濟(jì)全球化的發(fā)展態(tài)勢(shì)在各行各業(yè)不斷滲透,使企業(yè)越來(lái)越意識(shí)到品牌的重要性。優(yōu)秀的品牌不僅會(huì)在日益激烈的市場(chǎng)競(jìng)爭(zhēng)中為企業(yè)帶來(lái)豐厚的收益,而且能夠代表國(guó)家的綜合實(shí)力。隨著在市場(chǎng)經(jīng)濟(jì)的快速發(fā)展,品牌作為企業(yè)無(wú)形資產(chǎn)的一部分,其作用深刻影響著企業(yè)的創(chuàng)新能力、發(fā)展態(tài)勢(shì)甚至關(guān)乎企業(yè)實(shí)現(xiàn)全球化進(jìn)程的步伐。在2016年世界品牌實(shí)驗(yàn)室發(fā)布的《中國(guó)500最具價(jià)值品牌》排名中,國(guó)家電網(wǎng)公司品牌價(jià)值排名第一,已經(jīng)連續(xù)10年保持增長(zhǎng)態(tài)勢(shì)。這一突出成績(jī)不僅表明了國(guó)家電網(wǎng)公司在品牌管理中的突出成就,而且也是對(duì)公司管理水平和能力的高度認(rèn)可。在我國(guó)電力體制改革的壓力下,國(guó)家電網(wǎng)公司依舊能夠在變化中求發(fā)展,充分顯示了公司對(duì)企業(yè)重要資源之一的“品牌”重視度極高。本文通過(guò)整理品牌及品牌價(jià)值相關(guān)理論作為研究基礎(chǔ),結(jié)合中國(guó)企業(yè)品牌的現(xiàn)狀和國(guó)家電網(wǎng)公司品牌現(xiàn)狀,分析對(duì)國(guó)家電網(wǎng)公司品牌價(jià)值產(chǎn)生影響的品牌資產(chǎn),并對(duì)品牌塑造和管理提出建議。本文選擇Interbrand模型對(duì)國(guó)家電網(wǎng)公司品牌價(jià)值進(jìn)行評(píng)估,對(duì)該評(píng)估法的品牌收益和品牌強(qiáng)度進(jìn)行調(diào)整以適用于國(guó)家電網(wǎng)公司品牌價(jià)值的評(píng)估,同時(shí)構(gòu)建品牌強(qiáng)度評(píng)價(jià)指標(biāo)體系。本文所使用的評(píng)價(jià)品牌強(qiáng)度的方法是模糊綜合評(píng)價(jià)法,并對(duì)品牌價(jià)值評(píng)估中的重點(diǎn)指標(biāo)進(jìn)行分析以提高國(guó)家電網(wǎng)公司的品牌價(jià)值。本文的創(chuàng)新點(diǎn)主要體現(xiàn)在評(píng)價(jià)指標(biāo)體系以及評(píng)價(jià)方法上。在評(píng)價(jià)指標(biāo)體系中,本文不再根據(jù)原模型中的市場(chǎng)角度設(shè)置指標(biāo),而是綜合考慮了消費(fèi)者、市場(chǎng)以及社會(huì)這三個(gè)方面;在評(píng)價(jià)方法上,本文不再只依靠專家的評(píng)價(jià)進(jìn)行打分,而是將其與層次分析法結(jié)合,并利用模糊綜合評(píng)價(jià)法對(duì)品牌強(qiáng)度指標(biāo)量化,有效地使品牌價(jià)值評(píng)估方法向更合理的方向發(fā)展。
[Abstract]:In today's society, the survival and development of enterprises can not be separated from market competition to a certain extent. Because of the continuous penetration of economic globalization in various industries, enterprises are becoming more and more aware of the importance of the brand. Excellent brands will not only bring rich profits to enterprises in the increasingly fierce market competition, but also represent the comprehensive strength of the country. With the rapid development of market economy, brand, as a part of intangible assets, has a profound impact on the innovation ability of enterprises, and even on the pace of enterprise globalization. In the 2016 World Brand Lab ranking of "China's 500 most valuable brands", State Grid Corporation ranked No. 1 in brand value and has maintained a growing trend for 10 years in a row. This outstanding achievement not only indicates the outstanding achievement of State Grid Company in brand management, but also highly recognizes the management level and ability of the company. Under the pressure of China's electric power system reform, the State Grid Company can still seek development in the change, which fully shows that the company attaches great importance to the "brand", one of the important resources of the enterprise. Based on the theories of brand and brand value, combined with the current situation of Chinese enterprise brand and the current situation of State Grid Company, this paper analyzes the brand assets that have an impact on the brand value of State Grid Company. Suggestions for brand building and management are also given. This paper selects Interbrand model to evaluate the brand value of State Grid Company, adjusts the brand income and brand strength of the evaluation method to apply to the evaluation of the brand value of State Grid Company, and constructs the evaluation index system of brand strength. In this paper, the method of evaluating brand strength is fuzzy comprehensive evaluation method, and the key index of brand value evaluation is analyzed to improve the brand value of State Grid Company. The innovation of this paper is mainly reflected in the evaluation index system and evaluation method. In the evaluation index system, this article no longer sets the index according to the market angle in the original model, but synthetically considers the consumer, the market and the society. Instead, it is combined with AHP, and the fuzzy comprehensive evaluation method is used to quantify the brand strength index, which effectively makes the brand value evaluation method develop in a more reasonable direction.
【學(xué)位授予單位】：華北電力大學(xué)(北京)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F273.2;F426.61

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