毕业论文--浅谈品牌资产管理.doc

浅谈品牌资产管理 摘要 随着国内市场经济体制改革的不断深入，品牌资产价值在诸如企业兼并、投资融资等经济活动中越来越显示其重要性。品牌作为企业一项重要的无形资产，反映了企业发展的潜力，决定了企业的长期竞争力，如何合理量化品牌的价值，成为急待解决的一个课题。品牌价值内涵和构成的复杂性及近似抽象性，导致评估方法多元化和评估结果差异化。现有方法都有其各自的缺陷，方法中的主观性和不确定性问题是导致品牌评估实践不够规范 的主要原因。 本文对品牌资产概念进行系统的回顾和研究，可以使目前支离破碎的各种品牌资产概念更加系统化，使品牌资产的概念得以正确理解和深化，并为品牌资产评估提供基础。对主要的几种品牌资产评估的方法进行分类，规范其使用依据与方法。对比较有代表性的品牌资产评估方法进行介绍和评析，并重点研究了市场/顾客影响力评估法。通过对品牌资产 管理的研究和对品牌资产的思考--案例分析，得出了几点启示。 关键词：品牌资产；品牌资产管理；品牌资产测量；品牌资产评估 Briefly talk about brand assets management ABSTRACT With domestic market economic system reform, the brand equity values such as enterprise mergers, investment in financing,such as more and more shows its economic activity importance. Brand as enterprise an important intangible asset, and reflects the development of the enterprise,decide the enterprise of potential long-term competition, how rational quantification of brand value, becomes a subject presses for solution. Brand value connotation and composition of complexity, and approximate abstractness,cause evaluation methods diversity and assessment results differentiation. Existing method has its own defects, method of subjectivity and uncertainty is leading to brand assessment practice is not standard Main reasons. In this paper the brand assets concept system review and study, can make the currently fragmented various brand assets concept more systematic, the concept of brand assets to correct understanding and deepening, and provide the basis for the brand assets appraisal of a few of the main brands. Classify assets evaluation method,regulating their use basis and method. For more representative brand assets assessment methods are introduced and evaluation, and focuses on market customer influence evaluation method. Through the brand asset management Research and on brand equity thinking - case analysis, reached some enlightenment. Keywords: Brand assets; Brand assets management; Brand equity measurement; Brand assets evaluation 目录 1绪论……………………………………………………………………………5 1.1课题研究的背景 1.2课题研究的理论价