互联网内容提供商的品牌价值分析

华中科技大学硕士学位论文互联网内容提供商的品牌价值分析姓名：欧阳楚荃申请学位级别：硕士专业：工商管理指导教师：王向阳20060424IIIAbstractTheeconomydevelopedcontinuously,andthenwestepintotheageofbrandcompetitioneconomy.BrandManagementisaconceptthatalluredmoreandmoreattentionfrommanagersandscholars.Itcanconformityandoptimizebusiness’sresources.Itaimsatelevatingthebrand’spopularitydegree,goodreputationdegree,loyaltydegree,raisingthebrand’sevaluation.Theseverebrandcompetitionssurgingforwardhavealreadymadeusrealizetheimportantmeaningofstudyonbrandmanagement.Inthistext,thestudyonbrandmanagementismadeonthebaseofvalueevaluationofbrand.Therearetworesearchroutes.Firstly,weregardvalueevaluationasthefoundationofthisresearch.Inthisway,wecancatchandgraspthevaluesourcesofbrandassetsandtheircomposingformsdeeper,moreaccuratelyandmoreeffectively;Secondly,ascientific,normal,andobjectivebrandvalueevaluationsystemcanreflectthechangesofbrandassets,offerthecorrespondingbehaviorguideforbrandmanagement.Thecontentofthistextisdividedintofivechapters:Thebrandvalueevaluationisveryimportanttobrandmanagement.Itcanbuildaconstructionforbrandmanagement,andprovidelotsofindexestoproveachievementsofthebrandmanagement.AreasonablebrandmanagementcanmaketheChinesecompaniestobestrong,soweshouldusethebrandvalueevaluationtobuildthebrandmanagement.Keywords:brandbrandvalueevaluationICPcompany_____111.1Internet.com19992000200039%212341.21312234522.12.1.1[1]6[2]1234[3]2.1.2[4]1960[5]76[6]2.1.318[7]2394[8]5GM10[9]2.22.2.1[10]2080CI11ValueChain[11][12][13]2.2.22-1122-11[14]IBM213[15]3123414[16][17]515[18]6[19]7816[20]2.32.3.1[21]17[22]2.3.2[23][24]1833.1[25]..Mudambi.Doyle.Wong[26][27][28]19KevinKeller1220[29]3.23.2.13.2.221331233.2.311,22×=3-1×=3-2%100×+=3-31×==3-422321InterbrandInterbrandInterbrand×=3-524[30]3-13-1(ResidualEarnings)Interbrand25−=3-6InterbrandInterbrand3-13-111021532541051062575100InterbrandS3-2263-21005%03-5Interbrand27(2)TrademarkBrandCorporateLogoCorporateTrademark28[31]1234329Keller(1993,1998),,,,,,,[32]3-33-3,,30,()(Blackstone1990Dysnetal1996),,,1,2,(),,,3,45,,()−××××=3-71,,,2331,,,4,,5,,,OEM657,123234123[33]3.2.433[34]3.2.534119991%100×=3-82+=3-92%100×=3-10335%100×=3-114%100×=3-12−=3-13-2;136%100×=3-142%100×=3-153()()%100×−=3-161[35]X:X1;X237()211XrrXX−+=3-170r1X12:%100×−+=3-18%100×=3-193()3()38××=3-20[01]()x1,x2,,xnx'1,x'2,,x'ny1,y2,yn=x'1y1+x'2y2++x'nyn3-2112[36]3944.1Internet1NetServiceProvidersNSP,2InternetServiceProvidersISP3InternetContentProvidersICPICPICPICP4ApplicationServiceProvidersASPInternet5InternetDataCenterIDCIDCIDC6ApplicationInfrastructureProvidersAIPIDCASPICP40[37]CahillWarshawsky[38]4.2[39]2000[40]2005121720054111000495018.1%19.0%2,592,410CN1,096,924153.9%CN136694,200136,106MIPv474,391,29630200058.7%57.9%82.6%70.8%70.9%30200035.1%29.6%7.3%6.6%6.5%5.0%70.5%37.6%97.2%18.2%14.8%4.6%xDSLCableModem6,43050.2%57.9%52.7%1031.2%1538.9%20~2160.0%18~224284~70.515.92.720.5%103.69168.616.9%1931.42.6IPv4IPv462.4%78.5%79.9%/38.7%29.3%13.2%/5.0%~10.0%1.2%15.1%72.5%11.2%[41]1234[42]4.3TOM433.2.4[43]13-84-14-1TOM200424%30%13%-2%23-104-24-2TOM20046.76%6.39%5.62%8.5%33-114-34-3TOM200441%54%42%34%43-124-44-4TOM200475%28%59%25%5%100×=4-1444-1454-5TOM67.965.764.741.9/BBS/41.639.838.337.133.833.228.624.523.118.916.714.2(Blog)14.214.114.19.9/9.5IPPctoPhone6.55.14.63.844-14-44-1464-6TOM200489%83%85%72%6%100×=4-24-14-4,4-24-74-7TOM200473%69%69%57%73-174-84-8TOMX195%96%84%34%X2100%100%95%42%R0.650.650.650.6596.7%97.4%87.8%36.8%84-9474-9TOM0%6%94%1%7%92%2%26%72%14%16%70%15%11%74%10%14%76%1%21%78%5%16%79%3%14%83%3%8%89%4%13%83%13%9%78%2%10%88%3%7%90%1%10%89%6%12%82%3%9%88%13%8%79%2%5%93%3%15%82%53%7%40%33%16%51%20%17%63%28%26%46%25%12%63%11%58%31%13%13%74%18%16%66%34%57%9%20%52%28%23%63%14%26%62%12%30%43%27%12%46%42%10%53%37%30%42%28%8%14%78%6%11%83%5%14%81%19%9%72%64.4%66.1%68.4%61.5%4.4199948TOM10%4.54.5.149`[44]4.5.24.5.3:SOHU.COM,,SOHU.COM,17173,50,,[45]4.5.4514.5.54-25.5%28.6%17.1%10.1%6.3%3.9%2.2%0.6%0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%1818~2425~3031~3536~4041~5050~60604-2524-104-10[46]4.5.6535455200642456[1].PhilipKotler....,PrenticeHall486[2]..2001689[3]ChristopherM.MooreandGreteBirtwistle,TheBurberrybusinessmodel:creatinganinternationalluxuryfashionbrand,InternationalJoumalofRetail&DistributionManagement,Volume32.Number8.2004.pp.412-422[4]Randall.G,PrinciplesofMarketing,Routledge,London,1993[5].PhilipKotler.....PrenticeHall486[6]...21..1999[7]ConstantineAndriopoulosandMantoGotsi,Benchmarkingbrandmanagementinthecreativeindustry,Benchmarking,Vol.7No5.2000pp360-372[8]ChrisMacraeandMarkDavidUncles,Rethinkingbrandmanagement:theroleof“brandchartering”,JournalofProduct&BrandManagement,Vol.6No.1.1997pp.64-77[9]...2000[10]..2005[11]..20029100–101[12]SimonKnox,Thedeathofbranddeference:canbrandmanagementstoptherot,JournalofProduct&BrandManagement,Vol.6No.1.1997pp.49-55[13]MarcLogman,TheLOGMANmodel:alogicalbrandmanagementmodel,JournalofProduct&BrandManagement,Volume13.Number2.2004.pp94-104[14]..200338357[15]SimonKnow,Re-engineeringbrandmanagementpracticeswithinanintegratedenvironment,JournalofMarketi