多元視角下品牌資產(chǎn)測(cè)評(píng)模型研究.pdf

1、蘭州大學(xué)碩士學(xué)位論文多元視角下品牌資產(chǎn)測(cè)評(píng)模型研究姓名：齊洺悅申請(qǐng)學(xué)位級(jí)別：碩士專(zhuān)業(yè)：管理學(xué)企業(yè)管理指導(dǎo)教師：包國(guó)憲20100501蘭州大學(xué)碩士學(xué)位論文多元視角下品牌資產(chǎn)測(cè)評(píng)模型研究Abstract硼他issueofbrandequityhasemergedasoneofthemostcrucialtopicsformarketingmanagementinthel990s，Brandequityhasbeenconsideredinm

2、anycontexts，therearenumerousmethodforevaluatingbrandequityincludingthreeperspectives：financialperspective，marketingperspective，andCOnsUmerperspectiveThisthesisdevelopedthethreeperspectivesintovirtualeconomicperspective，r

3、ealeconomicperspectiveandconsunlerperspectiveThenanalysisthreekindofmodels；brandequityevaluationmodelinthreeperspectivesDoingcomparativeresearchoneachkindofmodel，generalizethekeyfactorsofeachkindofmodel，andbuildingthedyn

4、amicbrandequitymodelinthreeperspectivesthroughtheoryanalysisandbrandvaluechainanalysis，designtheevaluationindexsystemofdynamicmodel，optimizingtheevaluationindexsystembyanalysissubordinationdegreeofindexsystem，andconfmnin

5、gtheweightofeachindicatorbyanalysisthesurveychartofscholarsIntheendofthepaperdiscusstheapplicationandeconomicvalueofthemodelTheapplicationofthemodelincludingthreeaspects：first，itCanbeusedforevaluatingthebrandequityofanen

6、terpriseSecond，itcallbeusedforevaluatingthebrandequityofoneregionoroneindustry刪，itcallbeusedforcomparativeresearchofdifferentmodelsbetweenregionsorindustriesTheeconomicvalueofthemodelincludingthreeaspects：first，theconsum

7、erfactorsplaythemostimportantroleinbrandequitySecond，thecoststructureandbrandattitudeinfluencethebrandequityslightlyThirdamarketshale，thestockprizeofbrandandbrandloyaltyplaymostimportantroleinthebrandequityTherealefivech

8、aptersinthisthesisThefirstchapterisanintroductionofthebackground，themeaningofanalyzing，themethodofresearchandtheresearchdirectionThesecondchapteristheliteralreviewofbrandequityallovertheworldThemainaimistointroducethebas

9、icconceptofbrand，brandequityandbrandequitymodel，thedrawbackofexistingresearchThethirdchapteristhefoundationofdynamicbrandequitymodel，analysisthreekindsofbrandequitymodel，andgeneralizestheindicatorsofeachkindofmodelThisin

10、cludesthreeperspectives：virtualperspective，realperspectiveandCOnsUmerperspectiveThefourthchapteristhemodelingofdynamicbrandequitymodelbasedonthebrandvaluechaintheoryBuildtheindexsystemofdynamicbrandequitymodelThischapter

11、optimizingtheevaluationindexsystembydoingresearchonsubordinationdegreeofindexsystemandconfnmingtheweightofeachindicatorThefifthchapteristheinnovationofthisthesis。thelacknessandthefuturedirectionofresearchKeywords：brandeq