【作者】 宋丽；

【导师】 徐瑞平；

【作者基本信息】 西安理工大学 ， 企业管理， 2002， 硕士

【摘要】 改革开放以后，国外的商品、企业大量进入中国市场。这些企业拥有强势的品牌，具有丰厚的市场营销经验，熟悉国际营销规则，它们进占中国市场的一种重要方式便是输出自己的品牌，吞并竞争对手中国企业的品牌。这是一种成本较低，作用比较长远的举措。但是，品牌概念在中国的兴起只是近20年的事情，我国企业在品牌管理、品牌营销等方面比较落后。而品牌在国外发展时间较长，国外企业在品牌建设与品牌运营方面有着深厚的理论与实践经验。同时，品牌也是一种资产，是一种能够产生价值，并且自己也具有价值的无形资产。品牌的价值是通过品牌评估来揭示的。但是，在对品牌评估问题上，关于品牌价值评估的方法较多，对于品牌整体形象的评价比较少。对于企业来说，如果能从消费者的角度对品牌进行评价，将对企业发展品牌、管理品牌有着重要的作用。毕竟，品牌是以消费者为中心的概念，消费者才是品牌的最终拥有者与评价者。 针对上述问题，本文在翻阅了大量资料的基础上，对品牌营销的理论及品牌评估方法作了较为详细的论述，论述的主要内容包括：品牌营销的含义与发展；品牌管理的内容与过程；品牌评估的方法。同时，以品牌认知过程与认知内容为基础，通过问卷调查的方式确定了啤酒品牌的评价指标，从消费者的角度出发建立了对啤酒品牌的评价模型。并且在实际中运用这一模型对汉斯啤酒品牌进行了评价。最后以青岛啤酒西安有限责任公司为实例，研究了该公司品牌营销的现状，找出了其疏漏之处，针对其中的问题提出了相应的解决方案，以期望能对该公司品牌提升起到一定的作用。更多还原

【Abstract】 After the reform and opening, foreign enterprises and products entered Chinese market in a large number. These enterprises had power brands. An important manner that they took to enter Chinese market was to output their own brands and annex the rivals’ brands, i.e. the brands of Chinese enterprises that competed with them. This was a measure that needed low cost and had far-reaching effect. But the brand conception emerged in China only twenty years ago. Our enterprises got behind in brand management and brand marketing. However, brand had developed for a long time in foreign countries. Foreign enterprises had generous theoretical and practical experiences in brand construction and operation. At one time, brand was a kind of asset, a kind of immaterial asset that could create value and had its own value. Their values were posted by brand evaluation. However, on the problem of brand evaluation, there were many methods to evaluate brand value, and there were fewer methods to evaluate the integrated image of a brand. For enterprises, if they can evaluate their brands from the view of consumer, it was important to develop brands and manage brands. On earth, brand was a conception that focused on consumers, and consumers were final possessor and evaluator of brands.According to the above problems, based on thumbing a large amount of information, the theory of brand marketing and methods of brand evaluation were discussed detailedly in this essay. Its contents included: the meanings and development of brand marketing, the contents and course of brand management, the method of brand evaluation. And at the same time, on the base of brand cognition course and its contents, via questionnaire surveying, evaluation indicators of beer brand evaluation were fixed, thus amodel for evaluating beer brand was established in view of consumer. Andin reality, the model was used to evaluate the HANS brand. At last, Tsingtao brewery Xi’an CO., LTD wad quoted as an example in this essay. Its brand-marketing actualities were studied, and omissions in it were found. Aiming at these omissions, the relevant solving project was put forward, hoping to be contributive to the brand advance of the corporation in a certain extent.更多还原