海尔品牌资产评估问题研究.docVIP

海尔品牌资产评估问题研究 【摘要】 随着我国市场经济体制改革的不断深入，品牌价值在诸如企业兼并、投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，成为亟待解决的一个课题。同时品牌资产是个战略性问题，它是竞争优势和长期利润的基础，它必须由企业的高级管理层亲自决策。品牌领导模式的目标不仅要管理品牌形象，更要建立品牌资产。本文在系统研究国内外现有的品牌价值评估方法的基础上，对海尔品牌资产评估中存在的问题进行了分析研究，并提出了相应的解决办法，以期可以为企业的品牌评估实践提供借鉴的措施。 【关键词】品牌资产 资产评估 Iterbrand法 世界品牌实验室法 The brand of haier assets evaluation 【 abstract 】 along with our country market economy system reform, such as brand value in enterprise merger and investment in economic activity become more and more important. As the enterprise brand is an important intangible asset, and reflect the enterprise development potential, decided to enterprises long-term competitiveness, how to reasonable quantitative the value of the brand, urgent to a project. Based on the system research existing brand value at home and abroad on the basis of evaluation method, the haier brand assets evaluation of the problems in the analysis, the paper for the enterprise brand can be reference for assessment practice. This paper first introduces the present situation of the asset valuation of the haier brand, then analyzes the reasons, at the same time, this paper introduces the traditional evaluation method, the cost method and approach, income method and so on, also study modern typical evaluation method, according to the evaluation of different Angle, divided into two classes: based on enterprise brand value evaluation methods and the evaluation based on consumer brand value method, through the two kinds of methods of comparative study, the conclusions are as follows: the brand value evaluation should be focused on comprehensive, integrated enterprise and consumers shall be two of the biggest factors in constructing brand value evaluation model. Next, from the haier brand assets evaluation problem draw to solve the problems of the measures and Suggestions. 【 key words 】 brand value；intangible assets； brand assets evaluation； the brand of haier assets evaluation 目录 引言 1 一、品牌资