工程机械企业国际知名品牌价值评价研究——以湖南省为例

Evaluation on the Value of International Brands in Engineering Machinery Industry——In Hunan Province as an Example

在全球竞争的格局下,品牌作为企业的无形资产,其国际化进程直接决定企业的全球化水平,创建国际知名品牌已成为企业新的价值增长点,加快培育国际知名品牌也成为企业提升国际竞争力的必然途径。近年来,湖南工程机械产业发展迅速,其品牌在国际市场已初具影响力,但与国际知名品牌相比还存在较大差距。因此,建立国际知名品牌价值评价指标体系,对当前湖南工程机械企业的品牌价值进行有效评估,以提升品牌国际竞争力、开拓国际市场。本文在国际品牌价值评价现有研究成果的基础上,构建了国际知名品牌价值的评价体系,运用多层次模糊评价模型方法对国际知名品牌的价值进行量化评估,并结合湖南工程机械企业的品牌价值评价实例验证了模型的可行性与有效性。

Facing the intensified international competition,it is necessary for an enterprise to accelerate the internationalization process of its brands,which directly determines its globalization.Therefore,quickening the pace of building international brands becomes critical for the enterprise to enhance its international competitiveness,for building international brands is the new growth point of the enterprise.In recent years,engineering machinery industries in Hunan province develops quickly and their brands gradually become influenial to the international market.However,there is a long distance for them to compete with the famous brands.Under this circumstance,it is of great importance for the international brands to build a value evaluation model,which is vital for the effective evaluation of the brands in engineering machinery industries in Hunan province,for the enhancement of the brands＇ international competitiveness as well as for their exploration of the international market.This paper,based on the previous study on value evaluation,builds a value evaluation system for international brands,analyzes the their values quantitatively with the multi-level fuzzy evaluation model,and verifies the feasibility and effectiveness of the model through the value evaluation of the brands in engineering machinery industries in Hunan province.