房地产品牌价值评估研究

云南财经大学硕士学位论文房地产品牌价值评估研究姓名：冯爽申请学位级别：硕士专业：企业管理指导教师：杨增雄2011-05I,IIAbstractIIIAbstractToday'scompetitionofglobalmarketeconomyismainlybetweenthebrands.Inallareasoflife,thesituationofseveralleadingbrandsmonopolytheindustryistheinevitabletrend.Fromtheinformationtofast-movingconsumergoods,fromclothingtocars,fromthePCtothemedia,fromelectronicstocosmeticproducts,frommedicinetohouseholdappliances,fromthefinancialtotherealestateandsoon,theyallmeetthesamethinglikethat.Particularly,strongbrandsarehigherthannon-strongbrandsbothintermsofmarketshareorprofitmargin.Therefore,notonlytotheirownenterprisebutalsotocustomers,consideringnotonlyfromthedomesticrealitybutalsofromtherequirementsoftheinternationaleconomicdevelopment,evaluatingthebrandvalueaccuratelyisimperative.Withbrandvalueassessment,theenterpriseswillhavethestandardtomanagetheirbrandequityeffectively.Andthebrandassetsandotherresourcescanbereasonableallocatedanddeveloped,soastorealizethevalueofassetsandaddedvalueandachievethepurposeofbrand-building.TheChineserealestateindustryisnoexception,andhasenteredtheeraofbrandcompetition.Inrecentyears,withthecompetitionofChineserealestateindustrymoreandmoreincreasingly,thedegreeoftheproducthomogeneitygrowing,andtherealestatecompaniesfacingmoreandmoreshrewdandrationalconsumers,takingbrandasthecoreofenterprisestrategichasoccupiedthefirstplaceinrealestateindustry.As“theChinesefour”,“newChineseten”andaseriesofmacroeconomicregulationsandcontrolpoliciesintroduced,Chineserealestatemarketwasbroughtintoadepthadjustmentphase.Inthisphase,theperiodofmarketupsurgemakesprofits,theperiodofmarketadjustmentdoesbrand.Thisshowsrealestateenterprisesenteredaphaseofthebrandstrategy.Therearelotsofopportunitiesinmarketadjustmentperiod.Astheproductdiscernibletoolandcreditguarantee,thebrandwillbecome“weapon”,whichwillhelptheenterprisetoseizemarketopportunitiesandexpandedadvantagesinadversity.Atthesametime,thebrandpromotestheadvantagebrandandstrongenterprisestoenhancecustomerloyalty,accumulatesocialresourcesandincreasemarketshare.Strengtheningbrand-buildingandprecipitationbrandassetseffectivelyhavebecomeaprerequisiteofwinningthemarket,andamagicweaponforwinningcompetitiveadvantage.Onthebasisofthetheoryaboutbrandequity,brandloyaltyandrealestateAbstractIVenterprise'sbrandathomeandabroad,combinedwiththesituationoftheoverallbrandimageofrealestateenterprisesinChinanotclear,andinsufficientintangiblevalue,thispaperbuiltbrandvalueevaluationmodelbrandfromtheaspectsofnetprofitandbrandloyalty.Tomeasurebrandloyalty,thispaperdesignedthequestionnairewiththestudyonthefactorswhichconsistentthebrandloyalty,andcollecteddatathroughdeliveringthequestionnaireforstatisticalanalysis.Thenthisstudyappliedarepresentativeadvantagebrandenterprisetothemodel,andcomparedthebrandvalueoftherealestateenterprisesfromthemodelwiththerealbrandvaluewhichpublishedbytheauthority,andgaveassessmentmodelobjectiveevaluationoftheprosandcons.Finally,throughanalyzingandconcludingthestudyconclusion,thispaperthinksitissonecessarytostrengthenbrandloyaltytoenhancethecomprehensivevalueofrealestatebrand.Thispapergaveseveralconstructivesuggestionhowtoenhancethecomprehensivevaluefrombothserviceinnovationandbrandassociation.KeyWords:RealEstate;BrandValue;BrandLoyalty;AssessmentModel1322004200720083200920103021TOP1020094455678SundeBrodie(1993)4:()SaatyMicrosoftOfficeExcel9SPSS11.5210BrandEquity2080BrandEquityBrandEquity2000:11Bonner&Nelson(1985)Brasco1988Smith(1992)Farguhar1989Doyle(1990)RikRiezebos(2004)4Keller1993Barwise(1993)12LasserMittalSharma(1995)(2000)ShocherWeitz(1988)Aaker(1991)2.1BrandLoyaltyPerceivedBrandQualityBrandAwarenessBrandAssociation132.12Lall&Khurana20021Stobart198914==/=[/+]100%2Evans&Bishop2001,2000=+(-4153=/BrandFinance161InterbrandInterbrandInterbrand2InterbrandGIV×=VI17G35-10Interbrand0.50.330.17InterbrandG:leadership(stability)market(trend)internationality(protection)(support)7InterbrandG6-20G2072FinancialWorldFinancialWorldInterbrand18=InterbrandFinancialWorldFinancialWorldInterbrand7Interbrand3(WorldBrandValueLab)[C&BTools]SBIE××=EBIS(EconomicUseMethod)(EconomicValueAddedEVA)EBI19(WorldBrandValueLab)5004Interbrand5DSMP++=PMSDMSInterbrand20DInterbrand2.12.1Interbrand21BrandLoyalty1960Tucker(1964)Newrnan&Werbel(1973)Tellis(1988)Jacoby&Chestnut(1978)Runyonetal(1987)22Aaker(1992)RunyonetalAssael(1992)Jacoby&Kyner(1973)Baldinger&Rubinson1996Oliver(1997)23(StochasticModelofConsumerBehavior)(Cunningham1956)50%=100%50%(DeterministicModelsofConsumeChoice)RebekahBennett2002624425Aaker1991Aaker326SOHO10027480%20%20%-30%28292001TOP102004InterbrandFinancialWorldBVA92.22.32.2302.3Top1020072007BVA2008InterbrandTop10BVASRBVA3122010WD2Interbrand32FinancialWorld3333435PfRP×=3-1PRfPRR363321(3-2)(3-3):RT=RT(NT-NT)(3-2)R=(RT-21+RT-12+RT3)/(1+2+3)(3-3)NTTNTTRT-nT-nn=12)RTTRff5f5MicrosoftOfficeExcel:(A)37:C1C2C3P1(P2)(P3)(P4)(P5)3.1:3.13.21-91-93.1bijExcelAC2C1C3P1P2P3P4P538fC3.23.1975311/31/51/71/9C24681/21/41/61/8CI(ConsistencyIndex)CI=3-4:39CICInnCIn3RI(RandomIndex)CR(ConsistencyRatio)=3-5nRI1-10RI3.23.2