品牌权益影响上市公司赢利水平的实证研究

The Empirical Research of Brand Equity Affecting the Profitability of Listed Companies

品牌权益是公司一项重要的无形资产,也是公司重要的竞争优势;营业润是上市公司利润总额的主要来源,能够比较恰当地反映公司管理层的经营业绩。选取营业利润作为衡量公司赢利水平的主要指标,研究建设品牌能为企业带来的效用,即:在总体市场情况下,品牌权益对企业赢利水平的提高具有正向的促进作用;在不同行业条件下,品牌权益对企业赢利水平的影响效果有所不同。

Brand equity is not only an important intangible assets,but also a significant competitive advantage of the company.Operating profit is the main source of total profits of listed companies,which can more appropriately reflect the company＇ s management performance.To select of operating profit as a measure of the main indicators of the level of corporate profitability;to research on the benefit that construction of brand can bring for the enterprise,i.e.,in the overall market conditions,brand equity has positive stimulative effect to rise the level of corporate profitability;in different industry conditions,brand equity has different effect to the corporate profitability.