基于Interbrand全球榜入选标准的腾讯品牌研究  

A Study on the Tencent Brand Based onEntrance Criteria of Interbrand Global Ranking

作　　者：汪贵顺[1] Wang Guishun(School of Economics and Management,Hubei University of Education,Wuhan 430205,China)

机构地区：[1]湖北第二师范学院经济与管理学院,湖北武汉430205

出　　处：《科技创业月刊》2023年第8期76-79,共4页Journal of Entrepreneurship in Science & Technology

摘　　要：自2010年以来,Interbrand中国榜评定的腾讯品牌价值一直大幅度高于Interbrand全球榜的门槛值,但该品牌至今未能荣登全球榜,其原因值得深入研究。用全球榜的5项入选标准来衡量腾讯品牌的相关数据,发现该品牌完全符合盈利的长期性预计标准,基本符合财务信息的透明度标准,与经营地域的洲际性标准、知名度的世界性标准、境外收入比标准相比还有一定的差距。根据研究结论,提出腾讯品牌应大力发展其在欧洲、北美的实体业务,以快速补齐这3项短板,帮助入选Interbrand全球榜的建议。Since 2010,the brand value of Tencent in the Interbrand China Rankings has been significantly higher than the threshold value of the Interbrand Global Rankings.However,the brand has not yet made it into the Global Rankings.The reason is worthy of in-depth study.Using the five selection criteria of the global list into measure the relevant data of the Tencent brand,it is found that the brand fully accords with the long-term prediction criterion for positive profit,and basically accords with the transparency criterion for financial information,and has a certain gap with the intercontinental criterion for operation zones or the worldwide criterion for popularity,but has a great gap with the criterion of oversea revenue ratio.According to the conclusion of the study,it is proposed that Tencent brand should vigorously develop its physical business in Europe and North America,so as to quickly make up for these three shortcomings and help it be selected into the Interbrand global list.

关 键 词：腾讯品牌 Interbrand全球榜 入选标准 符合度 

分 类 号：F273[经济管理—企业管理]