基于Interbrand模型对特步的价值评估 网络工程专业.docxVIP

PAGE 2 基于Interbrand模型对特步的价值评估 摘要 随着贸易自由化和经济全球化的快速发展，随着浪潮而逐步提升生活标准的中产阶级，其自身的健康意识也随之逐渐提升。同时，国家相关政策措施的广泛支持，为体育用品提供了巨大需求，结合这样的趋势，近几年有了时尚元素加持的体育用品企业，既与国际大IP不断合作，不断创新高，又在不断向内深拓，找寻中国传统文化，开发出适合现在的国风产品，推动体育产品不断向外开拓市场。就体育品牌的价值评价来说，具有以下意义：在法律层面上，品牌属于无形资产，若能合理的评估品牌价值，将能帮助企业实现自身的品牌价值，重视品牌的发展和管理，最终得以增加企业的资产。在日常经营中，客观合理的价值评估能够为企业的经济行为提供价值依据，也有助于推动本土的体育品牌走向国际市场，提升市场竞争力。所以，对体育品牌的评价具有一定的应用价值。 本文通过文献回顾和分析，重点研究国际品牌模式的选择与优化，为分析特步的品牌价值，研究了特步的发展史和市场战略，从中认识到其品牌的价值，这有助于为体育用品制造业的优质发展提出有效的建议和对策。因此，本文尝试优化Interbrand品牌价值评估模型，首先利用一些财务数据进行分析，其次利用营业利润、有形资产、总资产报酬率等计算加权无形资产税后收益，再次采取层次分析法计算品牌作用乘数，最后采用量化的财务指标和七因素指标，计算得到品牌强度倍数，最后使修正后的评估模型得出品牌使其与体育品牌的市场特点更加适应，从而得到特步的品牌价值。 关键词:品牌价值评估；Interbrand模型；层次分析法；特步体育  Value Evaluation of XTEP Brand Based on Interbrand Model ABSTRACT With the liberalization and globalization of world trade, and the continuous economic development, the middle class that has emerged in this wave, this group’s awareness of internal health has been increasing, and the government supports extensive participation in sports, as sports goods Provides huge demand, combined with this trend, in recent years, there have been sports goods companies blessed with fashion elements. They have been continuously cooperating with international major IPs to continuously set new heights, and they are constantly expanding inward, looking for traditional Chinese culture, and developing It is suitable for the current national style products, and promotes sports products to continuously expand the market. As far as the value evaluation of sports brands is concerned, it has the following significance: at the legal level, the brand is an intangible asset. If the brand value can be evaluated reasonably, it will help the company realize its own brand value, pay attention to the development and management of the brand, and finally increase the company’s assets. In daily operations, objective and reasonable value evaluation can provide a value basis for the economic behavior of enterprises, and also help prom