国际与台湾主要品牌鉴价系统分析研究.pdfVIP

摘要 21世纪面临全球化的挑战，台湾的产业也开始从「制造」转型为 「品牌经营」， 而品牌的经营是要有完整经营策略与企业体系，才能逐步创造出品牌价值。但品 牌价值该如何计算与呈现，目前国际上并未有统一的标准，英国、美国、德国、 日本、中国大陆与台湾，都有各自发表的品牌鉴价系统与排行数据。因此兴起了 本文的研究动机，以「国际与台湾主要品牌鉴价系统分析研究」为主题，进行相 关研究。 本研究采用资料分析法中的「次级资料分析法」，首先整理分析了目前国际 上主要的品牌鉴价系统，并总结出其各自的优缺点。然后再针对台湾当前自行研 究的商业服务业品牌鉴价系统模发展与制度进行说明。最后以台湾的品牌鉴价模 型与各国主要的品牌鉴价模型相比较，找出其异同点，并提出相关建议如下：1. 政府品牌价值推广多头马车，应该整合资源统一办理；2.应该要重视台湾IC代工 品牌的价值；3.建立与财务金融机构合作的品牌鉴价机制；4.两岸合作发展品牌 鉴价系统为新契机。 品牌鉴价系统的研究与发展还有一条漫长的路，相信不久的将来，定会有 一套更完善的品牌鉴价制度，受到各界的认可与支持，让品牌价值真正被大家所 重视。 关键词：品牌；品牌价值；品牌鉴价系统 I ABSTRACT Facing the challenges of globalization in the 21st century, Taiwans industries also start to transform from manufacturing into brand management. However, in order to gradually create brand value, brand management should have a complete operational strategy and enterprise System. But at present there is no unified international standard of how to calculate and show brand value, some countries have released their own brand valuation system and ranking data, such as the United Kingdom, the United States, Germany, Japan, Chinese Mainland and Taiwan. As a result, it gives rise to the motivation of this article being themed by the analysis of international and Taiwan major brand valuation system, and then this article does a relative research. The article uses secondary data analysis. First of all, It Analyzes the current major international brand valuation systems and sums up their respective advantages and disadvantages; and then, the author makes an explanation for its development and system according to the current self-study brand valuation of commercial services in Taiwan. Finally, compared Taiwans brand valuation model to the main brand valuation models of other countries, we’ll find the similarities and differences, suggestions are