基于网络层次分析法的老字号品牌估值方法与案例研究  

A Method and Case Study on the Value Evaluation of Time-honored Brands Based on the Synergistic Effect of Social Culture and Market Value

作　　者：丁昊然 吴皓月 孙苗苗 孙学毅 Ding Haoran;Wu Haoyue;Sun Miaomiao;Sun Xueyi

机构地区：[1]海口经济学院,海南海口570000 [2]山东财经大学会计学院,山东济南250014

出　　处：《中国资产评估》2025年第3期38-45,80,共9页Appraisal Journal of China

摘　　要：近年来,党中央、国务院高度重视老字号品牌的发展,老字号品牌价值的确定是老字号品牌建设中的关键环节。而当前国内外相关理论对老字号品牌估值研究还有待完善,对于老字号特有的社会文化价值如何量化到总价值的相关研究较少,基于此,本文以老字号品牌社会文化价值与市场价值的协同效应为理论基础,创新性地改进了老字号品牌估值模型并以此进行案例研究,为老字号企业决策及并购等业务中合理确定老字号品牌价值提供有益的思路,也为相关产业发展及区域经济发展提供有益启发。In recent years,the Party Central Committee and The State Council attach great importance to the development of time-honored brands,and the determination of the value of time-honored brands is a key link in the construction of time-honored brands.At present,relevant theories at home and abroad still need to be improved on the evaluation of the brand value of time-honored brands,and there are few studies on how to quantify the unique social and cultural value of time-honored brands to the total value.Based on this,this paper innovatively improves the brand value evaluation model of time-honored brands on the basis of the synergistic effect between social and cultural value of time-honored brands and market value.This paper provides some useful ideas for the decision-making of time-honored enterprises and reasonable evaluation of the value of time-honored brands,and also provides useful inspiration for the development of related industries and regional economic development.

关 键 词：老字号品牌 社会文化价值 协同效应 品牌乘数 网络层次分析 

分 类 号：F272[经济管理—企业管理] G05[经济管理—国民经济]