摘要
I
摘要
当代，品牌在企业经营管理和资产评估方面发挥日益重要作用。在企业日常经营
管理中，企业采用的衡量指标多为财务指标如销售数据、成本分析、边际收益、利润
回报率（ROA）等。但问题在于这些标准常常是短期性的，根据这些指标，有吸引力
的投资建议常常是那些能够产生直接财务回报的建议。这些建议往往会减少不能在短
期内产生收益的品牌建设行为。另一方面在资产评估时，财务指标往往无法准确衡量
企业的无形资产。因此急需开发一套品牌强度衡量标准，同财务指标一起，指导企业
日常经营和评估企业资产

笔者借鉴国内外文献对品牌美誉度的定义，参考现有品牌美誉度影响要素及品牌
构成要素模型，在 Aaker 感知质量指标衡量体系基础上增加品牌附加要素维度，尝试
提出新的基于消费者角度的品牌美誉度衡量指标体系，用于指导企业品牌建设并为未
来建立一套各行业通用的基于消费者角度的品牌资产指标体系做铺垫

首先采用文献研究方法，梳理国内外关于品牌定义、品牌资产模型、品牌构成要
素、品牌美誉度、中国家电行业品牌现状文献，在此基础上分析家电行业品牌美誉度
影响因素并初步提出家电行业品牌美誉度衡量指标体系。其次通过 0-1 强制评分法对
指标再一次筛选，再用层次分析法确立各级指标权重，最终形成家电行业品牌美誉度
衡量指标体系。最后，在实证研究部分，本文对广东电饭锅及海外电饭锅品牌美誉度
做对比研究，验证模型有效性并从企业自身、社会共治两个层面以及产品、服务、品
牌附加三个维度为打造“广东制造”区域品牌以及提升企业自身品牌美誉度建言献策

关键词：家电行业；品牌资产；品牌美誉度；指标体系；广东工业大学硕士学位论文
II
Abstract
Today ,brand is playing a more important role in company management and evaluation
of assets .In daily management ,enterprise uses to adopt financial indicators ,such as sales
data ,cost analysis ,marginal revenue ,return on assets .However ,the problem is those
indicator are all short-term .According to those short-term indicators ,attractive advice of
investment are often those which can make profit quickly and will reduce the development in
the brand which cannot take effect in short time .On the other hand,in evaluation of the
intangible assets ,financial indicators may not work as well as our anticipate .We are in
urgent need to explore a set of managing indicators of brand strength to guide the
enterprise daily management and evaluation of enterprise assets together with financial
indicators.
Based on reviewing the definitions of the Brand, the Brand Equity model and factors
affecting the Brand reputation ,the author attempts to establish a suit of indicators based on
consumer and adds a new dimension called Brand additional elements .All of this will
construct to establish the general suit of Brand Equity indicator which can be applied to all
of industry .
First,By the method of literature research, combing the domestic and foreign theory
about the brand definition, brand equity model, brand consists, brand reputation, the Chinese
electrical industry status, the author analysis of home appliance industry brand reputation
influence factors is brand reputation home appliance industry has been put forward to
measure index system.
Second ,using the 0-1test method to select the main indicators and distribute the ratio of
each indicator with AHP.
Last ,through practical research ,the author compare the brand reputation of both
Guangdong and overseas to test the validity of those indicators and to provide some advice
to the construction of Guangdong industry.
Keywords: Brand Equity ;Brand Reputation; Indicator suits; Electrical Equipment目 录
III
目录
摘要 ..... I
Abstract . II
目录.... III
Contents . VI
第一章 绪论 ........... 1
1.1 研究背景 ....1
1.2 研究意义 ....2
1.3 研究方法 ....3
1.4 研究内容与框架.....4
1.5 可能的创新之处.....5
第二章 文献综述 ....... 6
2.1 品牌定义 ....6
2.1.1 标识理论 .......6
2.1.2 个性理论 .......7
2.1.3 关系理论 .......7
2.1.4 价值理论 .......8
2.2 品牌资产 ....8
2.2.1 消费者角度....9
2.2.2 财务会计角度..........12
2.3 品牌构成要素相关理论 ....13
2.3.1 显性视角 .....13
2.3.2 隐性视角 .....13
2.3.3 整体视角 .....13
2.3.4 其他视角 .....14
2.4 品牌美誉度 ..........16
2.4.1 品牌美誉度定义......16广东工业大学硕士学位论文
IV
2.4.2 品牌美誉度测量模型 ..........17
2.5 研究评述 ...19
第三章 家电行业品牌美誉度指标选择. 20
3.1 品牌美誉度影响因素........20
3.1.1 产品维度 .....20
3.1.2 服务维度 .....22
3.1.3 品牌附加维度..........23
3.2 确定关键指标 .......27
3.2.1 指标选择原则..........28
3.2.2 01 强制评分法.........28
3.2.3 关键指标选择..........29
第四章 家电行业品牌美誉度指标体系构建 ......... 33
4.1 分层次评价指标体系........33
4.1.1 目标树 .........33
4.1.2 优选矩阵 .....34
4.1.3 权重计算 .....36
4.1.4 一致性检验..40
4.1.5 权重结果分析及评价 ..