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论文作者:meisishow论文属性:案例分析 Case Study登出时间:2014-09-05编辑:meisishow点击率:10550
论文字数:3009论文编号:org201409050935278377语种:中文 Chinese地区:澳大利亚价格:免费论文
关键词:品牌公司有价值资产brandsvaluable澳大利亚作业
摘要:品牌是很多公司拥有的最有价值的资产。但是没人在品牌值多少和为什么值钱上达成一致,本文是澳大利亚昆士兰大学留学生写的一篇案例,可以供大家参考。
Brand value.Set off a wave of mergers and acquisitions globally in the 1980 s, caused people's attention to the brand value.Has a high value of the brand will bring high profit for the enterprise, brand value is a known fact.Mainly include the enterprise value on the study of source of brand value, customers, stakeholders three viewpoints, theory of brand value and research are also based on this.Based on the enterprise value perspective of traditional asset value theory is more and more challenges.Domestic scholars to study brand value, mainly focused on the customer's influence on brand value.Rui-ting zhu etc. [1] is considered to be the brand itself and the brand has the help enterprises to maintain their own personalized features of the product and through to the consumer directly influence to improve and strengthen enterprise competition in the vertical (manufacturers - the dealer/distributors, retailers) function such as the position of the brand value.Cheng-rong wang [2] from the theory of differential rent and the commodity two factor theory, think that the brand value by producers with special Labour input elements and market recognition.Stakeholders think branding is not just limited to the customer value theory, it should be all brand stakeholders into consideration, because these stakeholders have great influence in the success or failure of the branding.张燚 [3-4], such as the essence of the brand value is the integration of stakeholder value, enterprises should meet the needs of stakeholders value appeal, from 'brand - customer relationship' to 'brand - the relationship of stakeholders' to enhance the brand value.Integrated predecessors' research, this paper argues that the brand value is stakeholders based on the perception of the brand, and then produce the value of enterprise concept and management behavior recognition, showing support for the enterprise behavior, so as to bring the value of the brand.Brand represents the entire organization, not just a product, not equating 'brand' to 'brand'.[3] product brand object is the customer, the organization brand for all stakeholders.Brand of stakeholders including customers, employees, suppliers, distributors, government, etc.Enterprises must commit to the value of the stakeholder requirements and cash, promoting brand value depend on the stakeholder customers loyalty, hard work, cooperation and provide high quality materials, etc.
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