基于interbrand模型品牌价值评估-新东方为例.docxVIP

PAGE PAGE 1 PAGE I PAGE I 基于Interbrand模型的企业品牌价值评估 ——以新东方为例 摘　要 当前，我国经济增长稳定，人民生活更加美好，人们对教育的需求也进一步的提高。目前市场上的在线教育产品同质化严重、教学方式单一，不能满足人们的多样化需求，在线教育行业也逐渐进入以品牌为核心竞争力的阶段。因此，品牌也成为消费者选择在线教育产品的首要条件，品牌价值高的产品更容易被消费者选择。在品牌价值研究中有关在线教育行业的相关资料并不多见，所以对我国在线教育行业进行品牌价值评估是十分必要的。 本文在国内外有关在线教育行业品牌价值评估的文献进行查阅分析后，对我国在线教育行业品牌价值的有关概念进行了界定，选择了 Interbrand 模型进行修正来评估在线教育行业的品牌价值，并以新东方作为案例进行评估分析。首先对 Interbrand 模型进行以下修正：一是使用层次分析法确定品牌作用乘数，二是计算品牌收益，三是运用量化后的财务指标计算品牌强度；接着，用改进的评估方法对新东方品牌价值进行评估，最后，分析评估结果，得出结论并对新东方进一步提升品牌价值提出建议。 关键词：在线教育企业；品牌价值评估；Interbrand模型 PAGE PAGE VI PAGE VII PAGE VII Corporate Brand Value Evaluation Based on Interbrand Model ——Taking New Oriental as an example ABSTRACT At present, my country’s economic growth is stable, people’s lives are better, and people’s demand for education is further increasing. At present, the online education products on the market have serious homogeneity and single teaching methods, which cannot meet people's diversified needs. The online education industry has gradually entered the stage of brand-based core competitiveness. Therefore, brand has become the primary condition for consumers to choose online education products, and products with high brand value are more likely to be selected by consumers. In the research of brand value, there are not many relevant materials related to the online education industry, so it is very necessary to evaluate the brand value of my country's online education industry. This article first defines the related concepts of brand equity of education companies in my country, chooses the Interbrand model to modify to evaluate the brand value of online education companies, and uses New Oriental as a case for evaluation and analysis. First, make the following amendments to the Interbrand model: one is to use the analytic hierarchy process to determine the brand effect multiplier, the second is to calculate brand revenue, and the third is to use quantified financial indicators to calculate brand str