网易公司品牌价值评估问题研究

I摘要现阶段，经济全球化之风愈演愈烈，企业也逐渐开始重视品牌建设。对于企业来说，优秀的品牌一方面可以获取相应的经济利益，另一方面能够一定程度促进国家软实力的提升。在市场经济发展不断深入的背景下，品牌在企业整体中扮演的角色愈发关键，并且直接决定着企业未来的发展高度，是企业实现可持续发展过程不可或缺的重要因素。网易公司（NASDAQ: NTES）是一家中国本土以互联网业务为主的公司，其产生的初衷主要是依托于互联网技术，为人类的信息共享搭建高效平台。在 2017 年，有关统计部门公开发布了 “中国互联网企业 100 强”榜单，网易名列 TOP5。这一傲人的业绩是网易公司品牌管理成果的直接体现，也是公司管理水平不断提高的结果。本文综合研究借鉴了前人的理论研究，同时立足于现阶段中国企业以及网易公司在品牌管理领域取得的成果，对网易公司品牌价值展开全面分析，找出现阶段其存在的不足之处，并结合笔者个人看法以及相关理论基础，就如何提高该公司品牌管理水平提出针对性意见。关键词：网易公司 品牌价值 价值评估IIABSTRACT Nowadays, the trend of economic globalization has intensified, and companies have gradually begun to pay attention to brand building. For enterprises, excellent brands can obtain corresponding economic benefits on the one hand, and on the other hand, they can promote the country's soft power to some extent. Under the background of the continuous development of the market economy, the role of the brand in the overall enterprise becomes more and more critical, and it directly determines the future development of the company. It is an indispensable factor for the enterprise to achieve sustainable development.Netease Corporation (NASDAQ: NTES) is a Chinese-based Internet-based company. Its original intention is to rely mainly on Internet technology to build an efficient platform for human information sharing. In 2017, relevant statistics departments publicly released the “Top 100 Chinese Internet Companies” list, and NetEase ranked top 5. This impressive p...