我国电子企业品牌价值评估研究  

Research on Brand Value Evaluation of Electronic Enterprises in China

作　　者：王莹[1,2] 陈南森 陈进东 WANG Ying;CHEN Nansen;CHEN Jindong

机构地区：[1]北京信息科技大学管理科学与工程学院 [2]北京信息科技大学智能决策与大数据应用北京市国际科技合作基地

出　　处：《价格理论与实践》2024年第6期184-189,共6页Price:Theory & Practice

摘　　要：探索电子行业企业品牌价值评估方法,有助于企业制定品牌发展战略,提升我国电子行业整体实力。本文结合电子行业特征,分析电子行业品牌价值评估机理,构建电子行业企业品牌强度评估指标体系,提出改进多周期超额收益的电子企业品牌价值评估方法。采集4家电子行业上市公司的财务数据以及影响品牌强度的指标数据评估品牌价值,并与《2022中国上市公司品牌价值蓝皮书》中公开发布的品牌价值综合评估结果作对比,验证了该方法的有效性。研究结果显示,产品质量、企业创新、企业服务、品牌建设、市场位置、法律权益六个维度是影响品牌价值评估的主要因素,且产品质量影响的权重最大。基于此,应注重产品质量与创新、关注消费者体验与个性化服务、打造多元营销体系,从而提升企业品牌竞争力。Exploring methods for evaluating the brand value of enterprises in the electronics industry can help companies adjust their brand development strategies and enhance the overall strength of China’s electronics sector.This paper,by integrating the characteristics of the electronics industry,analyzes the mechanism of brand value evaluation in the sector and constructs a brand strength evaluation index system for electronic enterprises.It proposes an improved multi-period excess earnings method for evaluating the brand value of electronic enterprises.Financial data and brand strength indicators from four listed companies in the electronics industry were collected to assess brand value,and the results were compared with the comprehensive brand value evaluation results published in the 2022 Blue Book of Brand Value of Chinese Listed Companies,verifying the effectiveness of the method.The results show that six dimensions—product quality,corporate innovation,corporate service,brand building,market position,and legal rights—are the main factors influencing brand value evaluation,with product quality having the highest weight.Based on these findings,it is recommended to focus on product quality and innovation,pay attention to consumer experience and personalized services,and build a diversified marketing system to maintain market sensitivity.

关 键 词：品牌价值评估 多周期超额收益法 品牌强度 电子企业 

分 类 号：F426.6[经济管理—产业经济] F273.2