技术经济与管理研究
技術經濟與管理研究
기술경제여관리연구
TECHNOECONOMICS & MANAGEMENT RESEARCH
2013年
2期
12-15
,共4页
工程机械%知名品牌%品牌评价%品牌价值
工程機械%知名品牌%品牌評價%品牌價值
공정궤계%지명품패%품패평개%품패개치
Engineering%Famous brand%Brand evaluation%Brand value
在全球竞争的格局下,品牌作为企业的无形资产,其国际化进程直接决定企业的全球化水平,创建国际知名品牌已成为企业新的价值增长点,加快培育国际知名品牌也成为企业提升国际竞争力的必然途径.近年来,湖南工程机械产业发展迅速,其品牌在国际市场已初具影响力,但与国际知名品牌相比还存在较大差距.因此,建立国际知名品牌价值评价指标体系,对当前湖南工程机械企业的品牌价值进行有效评估,以提升品牌国际竞争力、开拓国际市场.本文在国际品牌价值评价现有研究成果的基础上,构建了国际知名品牌价值的评价体系,运用多层次模糊评价模型方法对国际知名品牌的价值进行量化评估,并结合湖南工程机械企业的品牌价值评价实例验证了模型的可行性与有效性.
在全毬競爭的格跼下,品牌作為企業的無形資產,其國際化進程直接決定企業的全毬化水平,創建國際知名品牌已成為企業新的價值增長點,加快培育國際知名品牌也成為企業提升國際競爭力的必然途徑.近年來,湖南工程機械產業髮展迅速,其品牌在國際市場已初具影響力,但與國際知名品牌相比還存在較大差距.因此,建立國際知名品牌價值評價指標體繫,對噹前湖南工程機械企業的品牌價值進行有效評估,以提升品牌國際競爭力、開拓國際市場.本文在國際品牌價值評價現有研究成果的基礎上,構建瞭國際知名品牌價值的評價體繫,運用多層次模糊評價模型方法對國際知名品牌的價值進行量化評估,併結閤湖南工程機械企業的品牌價值評價實例驗證瞭模型的可行性與有效性.
재전구경쟁적격국하,품패작위기업적무형자산,기국제화진정직접결정기업적전구화수평,창건국제지명품패이성위기업신적개치증장점,가쾌배육국제지명품패야성위기업제승국제경쟁력적필연도경.근년래,호남공정궤계산업발전신속,기품패재국제시장이초구영향력,단여국제지명품패상비환존재교대차거.인차,건입국제지명품패개치평개지표체계,대당전호남공정궤계기업적품패개치진행유효평고,이제승품패국제경쟁력、개탁국제시장.본문재국제품패개치평개현유연구성과적기출상,구건료국제지명품패개치적평개체계,운용다층차모호평개모형방법대국제지명품패적개치진행양화평고,병결합호남공정궤계기업적품패개치평개실례험증료모형적가행성여유효성.
Facing the intensified international competition, it is necessary for an enterprise to accelerate the internationalization p-rocess of its brands, which directly determines its globalization. Therefore, quickening the pace of building international brands becomes critical for the enterprise to enhance its international competitiveness, for building international brands is the new growth point of the enterprise. In recent years, engineering machinery industries in Hunan province develops quickly and their brands gradually become influenial to the international market. However, there is a long distance for them to compete with the famous brands. Under this circumstance, it is of great importance for the international brands to build a value evaluation model, which is vital for the effective evaluation of the brands in engineering machinery industries in Hunan province, for the enhancement of the brands' international competitiveness as well as for their exploration of the international market. This paper, based on the previous study on value evaluation, builds a value evaluation system for international brands, analyzes the their values quantitatively with the multi-level fuzzy evaluation model, and verifies the feasibility and effectiveness of the model through the value evaluation of the brands in engineering machinery industries in Hunan province.
