青岛啤酒企业品牌价值评估影响因素的探究摘要随着我国经济的快速发展,众多现代化企业出现在我们的视野当中,这些企业拥有有形和无形资产,其中最令人熟知的就是品牌资产这一概念出现后,在世界各地都有不同的专家学者对这样一个概念进行分析研究。本篇文章从研究背景、企业概况、评估方法以及对企业品牌价值评估影响因素等进行了分析,影响因素分别从4个方面进行分析,第一是产品分析,产品分析中详细介绍了青岛品牌啤酒的生产制造过程及工艺等,获得多项国际权威认证,提升企业品牌形象,增加其知名度,从而影响其品牌价值。第二是市场分析,其品在行业中的地位直接决定了其是否产品具有直接支配市场地位,国际、国内消费市场的份额占有率等都直接影响其市场销量,进而直接影响其的品牌价值。第三,是消费者分析,消费者的不同行为习惯,不同职业、年龄、性别、身份的消费者偏好不同,对于不同类型的品牌产品消费选择存在较大差异,进而直接影响不同类型品牌产品的市场销量,影响其品牌价值;第四是竞争者分析,竞争者占有一定的市场支配地位,会对其造成一定的威胁,直接影响本公司的销量,导致其收入下降,所有者权益减少,直接影响其品牌价值,并给出了啤酒企业进行提升品牌价值评估的具体建议,期望对青岛啤酒的品牌管理和提升起促进作用,同时能给我国其他啤酒企业进行品牌价值评提供思路。[关键词]品牌价值;资产评估;青岛啤酒StudyonFactorsInfluencingBrandValueEvaluationofTsingtaoBreweryEnterpriseABSTRACTWithChina'sremarkableeconomicdevelopment,manymodernenterprisessprangupinthemidstofourfieldofvision,andtheseenterpriseshavetangibleandintangibleassets,oneofthemostfamiliaristhebrandassets,theconcept,aroundtheworld,hasadifferentexpertsandscholarsresearchonsuchaconceptisanalyzed.Asisknowntoall,QingdaobeeristhefirstbrandofbeerinChina,Qingdaobeerco.,LTD.,formerlyknownasBritishandGermanbusinessmanintheearly20thcenturyisajointventurecreatedgermaininQingdaobeercompanyQingdaoco.,LTD,itisalonghistoryofbeermanufacturersinChina,inthispaper,theQingdaobeerenterprisebrandvalueandinfluencefactorsareanalyzed,Andgivetheadviceofbrandvalueevaluation,asanenterpriseoperatorsandmanagers,tofullyrecognizetheimportanceofbrand,strengthentheassessmentandmanagementofbrandassets,increasethebrandvalue,enhancebrandvalue,toimproveenterprisecompetitiveness,promoteenterprisedevelopment,promoteenterprisefasteroccupymarkethasahugerole.ThispaperstudiesthefactorsthatinfluencethebrandvalueofTsingtaoBrewery,hopingtopromotethebrandmanagementandpromotionofTsingtaoBrewery,andatthesametimetoprovideideasforthebrandvalueevaluationofotherbeerenterprisesinChina.[Keywords]Brandvalue;Assetsevaluation;Qingdaobeer目录一、品牌价值的相关理论························································································1(一)品牌价值的概念·····················································1(二)品牌价值的分类·····················································1根据品牌价值的特征,品牌价值主要分为两类,第一类是市场价值,第二类是顾客价值;这两类分别从不同角度、不同方向讨论品牌价值,为品牌价值的评估提供了借鉴。······································11.市场价值······························································12.顾客价值······················································...