基于动态折现率的房地产企业品牌价值评估分析-evaluation and analysis of brand value of real estate enterprises based on dynamic discount rate.docxVIP

目录摘要.....................................................................ⅠAbstract...................................................................Ⅱ第一章引言.................................................................11.1研究背景............................................................11.2研究的目的和意义....................................................21.3文献综述............................................................21.3.1 国内外品牌价值相关文献........................................21.3.2 我国房地产品牌价值研究现状....................................41.3.3 房地产企业的品牌价值评估方法..................................51.3.4 对房地产企业品牌评估现状的述评................................71.4研究方法与技术路线..................................................8第二章房地产企业品牌相关理论..............................................102.1房地产企业品牌.....................................................102.1.1 房地产企业品牌相关概念.......................................102.1.2 房地产企业品牌特点...........................................102.1.3房地产企业品牌分类...........................................122.2房地产企业品牌资产.................................................122.2.1 品牌资产的构成...............................................122.2.2 品牌资产风险.................................................132.3房地产企业品牌价值.................................................152.3.1 房地产企业品牌价值的来源.....................................152.3.2 影响房地产企业品牌价值的因素分析.............................162.4本章小结...........................................................18第三章基于动态折现率评估综合模型的构建....................................193.1评估假设...........................................................193.2基于动态折现率的房地产企业品牌价值评估综合模型.....................193.3房地产企业品牌价值评估的步骤及参数确定方法.........................203.3.1 计算房地产企业品牌超额收益...................................203.3.2 确定企业品牌动态折现率.......................................223.3.3确定房地产企业品牌价值评估年限...............................29第四章实证分析——以金地集团为例.........................................304.1金地集团简介.......................................................304.2模型参数的确定.................................