基于消费者视角的企业品牌价值评估——以青岛啤酒为例摘要如今，经济全球化的进程日益深入，国内企业乃至国际企业之间的竞争加深，围绕着品牌的竞争不断加深。因而企业品牌价值评估的有效性，已经成为当今大多数知名企业发展过程中的一个重要节点。本文以青岛啤酒为案例对象，首先介绍企业品牌价值评估理论，其次针对现阶段青岛啤酒品牌进行评估，以找出其在品牌中存在的不足，最后再对青岛啤酒在企业品牌价值评估中的问题提出相应的对策建议。希望可以通过论文研究，让青岛啤酒在未来企业品牌价值评估中能够更加规范，同时把握要点，最终使得被评估的品牌价格更加具有真实性和有效性。[关键词]消费者视角；企业品牌价值评估；青岛啤酒Corporatebrandvalueassessmentbasedonconsumerperspective--acasestudyofQingdaoBeerABSTRACTNowadays,theprocessofeconomicglobalizationisdeepening,thecompetitionbetweendomesticenterprisesandeveninternationalenterprisesisdeepening,andthecompetitionaroundbrandsisdeepening.Therefore,theeffectivenessofenterprisebrandvalueevaluationhasbecomeanimportantnodeinthedevelopmentprocessofmostwell-knownenterprises.ThispapertakesTsingtaobeerasthecaseobject,firstintroducesthetheoryofenterprisebrandvalueevaluation,thenanalyzesthecurrentsituationofTsingtaobeerbrandevaluation,soastogettheproblemsofTsingtaobeer,andfinallyputsforwardthecorrespondingcountermeasuresandsuggestionsfortheproblemsofTsingtaobeerinenterprisebrandvalueevaluation.Itishopedthatthroughtheresearchofthispaper,Tsingtaobeercanbemorestandardizedinthefutureenterprisebrandvalueevaluation,andgraspthekeypoints,soastomaketheevaluatedbrandpricemoreauthenticandeffective.[Keywords]consumer;enterprisebrandvalueevaluation;Tsingtaobeer目录一、企业品牌价值评估相关理论综述.........................................................................................................1（一）品牌及品牌价值的概念.................................................................................................................1（二）企业品牌价值理论基础.................................................................................................................1（三）三种评估方法介绍.........................................................................................................................2二、青岛啤酒基于消费者视角的企业品牌价值评估现状分析................................................................3（一）青岛啤酒简介...............................................................................................................................3（二）青岛啤酒企业品牌价值评估现状分析.......................................................................................31.数据来源........................................................................................................................................32.品牌收益计算................................................................................................................................33.品牌强度计算................................................................................................................................74.评估结果........................................................................................................................................7三、青岛啤酒企业品牌价值评估过程中存在的问题..................................................................................8（一）缺乏打造啤酒品牌的经验.........................................................................
