摘要随着全球经济的不断发展，外国品牌纷纷进入中国,我国正处于由“制造中国”向“创新中国”、“品牌中国”转型的关键时期。品牌是企业极为重要的一项无形资产，可以帮助企业区别于竞争对手，为企业带来收益，也是一个企业被接纳和认可的标志之一。然而，国内外学者对于品牌价值的评估缺少一个统一的标准，评估方法也各有千秋。本文在分析品牌价值及其评估方法的理论基础上，主要介绍Interbrand评估法和Sinobrand评估法，以贵州茅台为案例进行剖析，进一步深入理解这两种品牌价值评估方法，并比对评估结果。品牌价值评估与我国具体情况相结合，可以来应对我国企业品牌的实际问题。例促进品牌经济效益的增长，并对我国企业品牌的管理与发展提出更高的要求。26435
毕业论文关键词  品牌  品牌价值  品牌价值评估  品牌强度
Title    The study on the methods of brand value   evaluation and its application                
Abstract
With the continuous development of global economy, foreign brands have entered into China.
Our country is in the critical period during which we are getting through the transformation from "made in China" to "innovation in China" and in the end " to build Chinese brand" . And the brand is an important intangible to the enterprise that can help enterprise to be different from other competitors, bring benefits for the enterprise. It is also recognized and accepted as the sign of the company. However, the domestic and foreign scholars haven’t reached an agreement on a unified standard for brand value evaluation method, and each has merits and demerits. Based on the theory of the analysis of brand value and its evaluation method, the paper mainly introduces the Interbrand evaluation method and the Sinobrand evaluation method. Choose Guizhou Maotai as a case to analyze, then we will get a further in-depth understanding of the two brand value evaluation methods. At last, the assessment result will be compared. If we can combine brand value with Chinese specific condition, a lot of virtual problems can be solved. It can be used to promote the economic benefits of the brand growth and put forward higher requirement to the management and development of our brand.
Keywords  brand  brand value  brand evaluation  brand strength
目   次
1 绪论 1
1.1 研究问题的提出 1
1.2 研究方法和思路 2
2 品牌及品牌价值理论基础 4
2.1 品牌的定义 4
2.2品牌价值 4
2.3品牌价值评估理论研究 7
3品牌价值评估方法 8
3.1 Interbrand评估法 8
3.2 Sinobrand品牌价值评价法9
3.3两种方法的比较 11
4 案例研究 12
4.1案例公司简介 12
4.2基于Interbrand评估法的结果分析12
4.3 基于Sinobrand评估法的结果分析14
4.4评估结果比较 15
5完善品牌价值评估的建议 16
5.1评估前分清概念 16
5.2选择合适方法建立评估体系 16
5.3出台行业规范准则 16
5.4合理利用评估结果 16
结论  18
致谢  19
参考文献20
图1.1论文研究思路 3
图2.1品牌价值的构成 5
图3.1品牌强度得分与品牌强度系数关系 9
图3.2品牌强度因子分数累计与品牌强度乘数累计值 11
表2.1品牌定义的优尔层次 4
表2.2品牌价值五文度 5
表2.3 2013年和2012年Interbrand全球最佳品牌百强榜单前10名
        对比 6
表2.4品牌价值评估的特点 7
表3.1 Interbrand评估法强度七因素 9
表3.2 Sinobrand评估法中品牌强度乘数构成 10 品牌价值评估方法及其应用研究:http://www.youerw.com/kuaiji/lunwen_20626.html