论文标题:互联网内容提供商的品牌价值分析
Analysis of Brand Value for ICP Companies
论文作者
论文导师 王向阳,论文学位 硕士,论文专业 工商管理
论文单位 华中科技大学,点击次数 860,论文页数 64页File Size624K
2006-04-01论文网 http://www.lw23.com/lunwen_669002/
brand;;brand value evaluation;;ICP company
随着经济的不断发展,今天的我们已经进入品牌竞争时代,品牌也越来越受到企业管理者和学者们的关注。对品牌的运用旨在通过整合、优化各种企业资源,增加产品或服务的附加值,提高企业品牌价值。以往的诸多商业案例已使我们意识到关于品牌研究的重要意义。 品牌一直是学者们研究的重要论题,但以前大部分学者认为品牌是服务于品牌之外的其他内容。现在众多学者开始回归到品牌本质的内涵去研究品牌,更多的认识到品牌价值的重要性。笔者认为,对的品牌的管理是服务于品牌价值,其目的是使品牌价值最大化。本文通过对品牌价值与品牌管理关系的论述,引出品牌价值的评估体系,并以其作为品牌运做的框架。文章最后以国内几家上市的互联网内容提供商为范本,用品牌价值评估体系对其业绩进行分析,最后为其提出提升品牌价值的策略。 本文是从品牌的价值评估角度来研究品牌的,我们主要从以下两方面考虑:首先以价值评估为研究基础可以更深入、更准确、更有效地抓住和掌握品牌资产的价值来源及其构成;其次,通过一种科学、规范、客观的品牌价值评估体系来反映品牌资产的变化,为品牌的管理工作提供相应的决策指南。 通过文章的写作,笔者深刻的体会到品牌对中国企业发展的重要性,而且运用一个正确的行之有效的品牌管理模式更是能达到事半功倍的功效。品牌价值评估体系为品牌管理提供了诸多量化的衡量指标,它能为品牌管理设计一个合理的构架,并为检验品牌管理的成效提供了衡量依据。
The economy developed continuously, and then we step into the age of brand competition economy. Brand Management is a concept that allured more and more attention from managers and scholars. It can conformity and optimize business’s resources. It aims at elevating the brand’s popularity degree, good reputation degree, loyalty degree, raising the brand’s evaluation. The severe brand competitions surging forward have already made us realize the important meaning of study on brand management. In this text, the study on brand management is made on the base of value evaluation of brand. There are two research routes. Firstly, we regard value evaluation as the foundation of this research. In this way , we can catch and grasp the value sources of brand assets and their composing forms deeper , more accurately and more effectively; Secondly , a scientific, normal , and objective brand value evaluation system can reflect the changes of brand assets, offer the corresponding behavior guide for brand management. The content of this text is divided into five chapters: The brand value evaluation is very important to brand management. It can build a construction for brand management, and provide lots of indexes to prove achievements of the brand management. A reasonable brand management can make the Chinese companies to be strong, so we should use the brand value evaluation to build the brand management.
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