淺談品牌資產(chǎn)管理
摘要
隨著國(guó)內(nèi)市場(chǎng)經(jīng)濟(jì)體制改革的不斷深入，品牌資產(chǎn)價(jià)值在諸如企業(yè)兼并、投資融資等經(jīng)濟(jì)活動(dòng)中越來(lái)越顯示其重要性。品牌作為企業(yè)一項(xiàng)重要的無(wú)形資產(chǎn)，反映了企業(yè)發(fā)展的潛力，決定了企業(yè)的長(zhǎng)期競(jìng)爭(zhēng)力，如何合理量化品牌的價(jià)值，成為急待解決的一個(gè)課題。品牌價(jià)值內(nèi)涵和構(gòu)成的復(fù)雜性及近似抽象性，導(dǎo)致評(píng)估方法多元化和評(píng)估結(jié)果差異化?，F(xiàn)有方法都有其各自的缺陷，方法中的主觀性和不確定性問(wèn)題是導(dǎo)致品牌評(píng)估實(shí)踐不夠規(guī)范
的主要原因。
本文對(duì)品牌資產(chǎn)概念進(jìn)行系統(tǒng)的回顧和研究，可以使目前支離破碎的各種品牌資產(chǎn)概念更加系統(tǒng)化，使品牌資產(chǎn)的概念得以正確理解和深化，并為品牌資產(chǎn)評(píng)估提供基礎(chǔ)。對(duì)主要的幾種品牌資產(chǎn)評(píng)估的方法進(jìn)行分類(lèi)，規(guī)范其使用依據(jù)與方法。對(duì)比較有代表性的品牌資產(chǎn)評(píng)估方法進(jìn)行介紹和評(píng)析，并重點(diǎn)研究了市場(chǎng)/顧客影響力評(píng)估法。通過(guò)對(duì)品牌資產(chǎn)
管理的研究和對(duì)品牌資產(chǎn)的思考--案例分析，得出了幾點(diǎn)啟示。
關(guān)鍵詞：品牌資產(chǎn)；品牌資產(chǎn)管理；品牌資產(chǎn)測(cè)量；品牌資產(chǎn)評(píng)估

Briefly talk about brand assets management
ABSTRACT
With domestic market economic system reform, the brand equity values such as enterprise mergers, investment in financing,such as more and more shows its economic activity importance. Brand as enterprise an important intangible asset, and reflects the development of the enterprise,decide the enterprise of potential long-term competition, how rational quantification of brand value, becomes a subject presses for solution. Brand value connotation and composition of complexity, and approximate abstractness,cause eva luation methods diversity and assessment results differentiation. Existing method has its own defects, method of subjectivity and uncertainty is leading to brand assessment practice is not standard Main reasons.
In this paper the brand assets concept system review and study, can make the currently fragmented various brand assets concept more systematic, the concept of brand assets to correct understanding and deepening, and provide the basis for the brand assets appraisal of a few of the main brands. Classify assets eva luation method,regulating their use basis and method. For more representative brand assets assessment methods are introduced and eva luation, and focuses on market customer influence eva luation method. Through the brand asset management Research and on brand equity thinking - case analysis, reached some enlightenment.
Keywords: Brand assets; Brand assets management; Brand equity measurement; Brand assets eva luation

目錄
1緒論……………………………………………………………………………5
1.1課題研究的背景
1.2課題研究的理論價(jià)值
1.3課題研究的現(xiàn)實(shí)意義
2品牌資產(chǎn)理論的研究…………………………………………………………6
2.1品牌資產(chǎn)概念研究
2.1.1基于企業(yè)從財(cái)務(wù)角度進(jìn)行品牌資產(chǎn)的定義
2.1.2基于市場(chǎng)的品牌力對(duì)品牌資產(chǎn)的定義
2.1.3基于消費(fèi)者與品牌資產(chǎn)關(guān)系的定義
2.1.4品牌資產(chǎn)概念在我國(guó)的使用以及出現(xiàn)的問(wèn)題
2.2品牌資產(chǎn)維度的研究
2.3品牌資產(chǎn)測(cè)量的研究
2.3.1學(xué)術(shù)文獻(xiàn)對(duì)于品牌資產(chǎn)測(cè)量的觀點(diǎn)
2.3.2咨詢(xún)公司對(duì)于品牌資產(chǎn)測(cè)量的觀點(diǎn)
3品牌資產(chǎn)的評(píng)估………………………………………………………………11
3.1品牌資產(chǎn)的評(píng)估方法
3.1.1評(píng)估方法要素
3.1.2評(píng)估方法的特點(diǎn)
3.2市場(chǎng)/顧客影響力評(píng)估法及其步驟
3.2.1確定相似品牌的可比交易案例
3.2.2被評(píng)估品牌的忠誠(chéng)度
3.2.3可歸屬品牌的收入
3.2.4品牌的擴(kuò)展和發(fā)展?jié)摿?br /> 3.2.5估計(jì)該品牌的剩余生命期
3.2.6確定品牌收入增長(zhǎng)率
4品牌資產(chǎn)管理…………………………………………………………………13
4.1品牌的戰(zhàn)略選擇
4.2品牌價(jià)值的增值——品牌投入
4.3品牌生命周期的延續(xù)—品牌復(fù)興及品牌放棄
4.3.1調(diào)整品牌形象
4.3.2品牌價(jià)值的開(kāi)拓
4.4通過(guò)加強(qiáng)企業(yè)內(nèi)部管理提升品牌資產(chǎn)價(jià)值
5品牌資產(chǎn)理論的應(yīng)用研究……………………………………………………14
5.1以某個(gè)行業(yè)為對(duì)象研究品牌資產(chǎn)
5.2品牌資產(chǎn)的提升研究
5.3從營(yíng)銷(xiāo)組合視角對(duì)品牌資產(chǎn)的研究
6品牌資產(chǎn)的思考——案例分析………………………………………………15
6.1品牌資產(chǎn)的思考——案例分析
6.2品牌資產(chǎn)管理的啟示
參考文獻(xiàn)…………………………………………………………………………17
致謝………………………………………………………………………………18
附錄………………………………………………………………………………19