基于品牌价值链的房地产企业品牌价值评价方法设计与应用研究-企业管理专业论文.docxVIP

浙江大学硕士学位论文 浙江大学硕士学位论文 基丁品牌价值链的房地产企业品牌价值评价方法设计与应用研究 Abstract The real estate industry makes great contribution to the development of our economy,in which the brand is playing a more and more importmant role．Making evaluation to the brand value of real estate companies Can help them to build their brands better,and it Can lead the retate industry to a better direction，SO it has an important meaning． Based on the reading ofrelated literature，this article gave a clear definition to brand value and make a stable theory foundation for the evaluation of brand value．By summing up the existing evaluation methods of brand value，the author devided them into two groups，one is from the point of markets’view and the other is from the point ofconsumers’vies．Through making comparation ofthese two kinds ofview,this article united these two kinds of view and designed the evaluation method，which Was suit to the real estate industry．The method of this article based on brand value chain， which was brought forward by Keller,and made reference to the evaluation method designed by Interbrand Company． The mothod of this article adopts the thinking of multiple profits．Firstly,it defines brands’ability ofmaking added profits for the company,which is represented by brands’profits．Secondly,it uses brands’strength to measure the duration of the brand’S ability ofmaking added profits，which is represented by brands’multiple． Thirdly,multiply brands’profits and brands’multiple and then the brand value is evaluated．The calculation expresstion is V=P×S(P=N X Q)，in which V represents brand value，P represents brands’profits，S represents brands’multiple，N represents net profits ofthe company,and Q represents the contribution ratio ofbrand in net profits of the company． The mothod ofthis article has two strongpoints．One is that it adopts the ratio of added profits to profits to replace the index ofbrands’contribution，which eliminates the element of experience and possess greater creditability．The other