ADLE法在跨国品牌价值评估中的应用研究.pdf

目 录 1 绪论································································································1 1.1 研究背景·················································································1 1.2 研究问题的提出 ·······································································2 1.3 国内外研究现状·······································································3 1.3.1 国内研究现状··································································3 1.3.2 国外研究现状··································································5 1.4 研究意义·················································································6 1.4.1 理论意义········································································6 1.4.2 实践意义········································································6 1.5 研究方法及其框架 ····································································7 1.6 本文的创新与不足之处 ······························································8 2 跨国品牌价值评估相关理论基础 ·························································10 2.1 跨国品牌理论 ········································································10 2.2 跨国品牌价值的概念 ·······························································11 2.2.1 营销层面上的跨国品牌价值··············································11 2.2.2 财务层面上的跨国品牌价值··············································12 2.3 跨国品牌价值评价理论 ····························································12 3 跨国品牌价值评估传统方法及指标分析················································14 3.1 跨国品牌价值评估方法 ····························································14 3.1.1 跨国品牌价值评估基础方法··············································14 3.1.2 Interbrand 品牌价值评估方法·············································16 3.1.3 世界品牌实验室评估方法·················································