不同行业品牌价值的评估模型分析-市场营销管理专业论文.docxVIP

A Abstract II II With the globalization of economy,the market competition is much fierce than before. The enterprise for better survival and development not only need to make good operation of tangible assets, but also intangible assets. Undoubtedly brand is an important intangible assets, and creating brand is also took much more attention. At this point, to evaluate the value of brand assets becomes extremely important. Interbrand Group released the fifth ranking list “2012 China brand value ranking list” which is especially for the China market. From it, the author found that although lots of consumer products were well known, their brand rankings were low. The reasons were that the imperfection of the market economy system in our country and the incomplete competition caused by manage environment of enterprise. All of these leaded big gap of industry. More importantly, the brand value ranking assessment without industry distinguish is not reasonable. So it’s not a correct brand value ranking assessment model without Industry adjustment parameters. Therefore, according to the facts of China, research the different sectors of the brand value evaluation from the point of theory and method, then established the unified brand value evaluation mode is necessary. Based on the different perspectives of finance, market and consumer, the methods of brand value evaluation are varies. Each evaluational approach has its advantages and disadvantages. Firstly, in this paper, after analysising and evaluation to the existing brand value appraisal theory, the author thinks compared with other evaluation methods, the approach of income is more reasonable and practical. The research about brand value which is started by Interbrand Group since 1984 is an Interbrand evaluation model that is similar with income approach. This analysis system is recognized by whole industry. But it still has deficiencies. This paper makes improvement aiming at the excessive subjective effects, not use