基于消费者视角的体育运动品牌价值评估  

Sports Brand Value Evaluation Based on Consumer Perspective

作　　者：郭仪[1] 王颖[1] GUO Yi;WANG Ying(School of Economics and Management,Guangxi University of Science and Technology,Liuzhou 545006)

机构地区：[1]广西科技大学经济与管理学院,广西柳州545006

出　　处：《财务与金融》2023年第6期17-24,共8页Accounting and Finance

摘　　要：随着社会经济的发展,企业间的竞争逐渐转化为品牌之间的竞争,打造品牌经济有助于建设品牌强国。品牌建设离不开消费者的认可,企业拥有的客户群体越稳定,其品牌价值也越大。从消费者视角出发,运用Interbrand评估法的基本测算模式,引入灰色预测模型预测未来收益,采用重要性等级赋值法评估消费者作用系数,同时应用问卷调查法、层次分析法与模糊综合评价法确定品牌强度,并在市场要素的基础上加入消费者要素,客观评估体育运动品牌的价值。研究结果表明:采用灰色预测模型预测预期收益,基于规律性序列计算营业税后净利润,定性分析能降低主观因素的影响,使结果更加客观合理;影响消费者购买行为的主要因素是产品质量,其次是创新设计;消费者强度得分高于市场强度得分,表明消费者对品牌的认可更能提升品牌价值。With the development of social economy,the competition between enterprises has gradually transformed into the competition between brands,and building a brand economy will help build a brand power.The process of brand building is inseparable from the recognition of consumers,and the more stable the customer group that the company has,the greater its brand value.In this paper,from the perspective of consumers,the basic calculation model of the Interbrand evaluation method is used,the grey prediction model is introduced to predict the future income,the importance level assignment method is used to evaluate the consumer action coefficient,the questionnaire survey method,the analytic hierarchy process and the fuzzy comprehensive evaluation method are used to determine the brand strength,and the consumer factor is added on the basis of market factors to objectively evaluate the value of sports brands.The results show that using the grey prediction model to predict the expected return,calculating the net profit after business tax based on the regular sequence,and using the qualitative analysis can reduce the influence of subjective factors and make the results more objective and reasonable.The main factor affecting consumers'purchase behavior is product quality,then followed by innovative design,and when the consumer strength score is higher than the market strength score,consumers'recognition of the brand can enhance the brand value.

关 键 词：灰色预测模型 品牌价值 体育运动 

分 类 号：F273[经济管理—企业管理]