福州茉莉花茶区域公用品牌价值评估研究

Study on the Value Evaluation of Fuzhou Jasmine Tea Regional Public Brand

区域公用品牌能形成产业聚集,有效推动当地经济高速发展,创造出区域公用品牌的超额增加值。本文以福州茉莉花茶区域公用品牌价值作为评估对象,基于该区域公用品牌建设情况,结合品牌生命周期理论分析福州茉莉花茶区域公用品牌发展情况,选择收益法,采用两阶段模型展开评估,先运用GM(1,1)模型预测地区经济增长总量,剔除经济自然增长量,得出经济超额增长量,并对其进行系数修正,预测出该区域公用品牌的超额增加值,确定折现率,从而评估出福州茉莉花茶区域公用品牌的价值,最后分析评估结果的合理性。

Regional public brands can form industrial clusters,effectively promote the rapid development of local economy,and create excess added value of regional public brands.This paper takes the value of the regional public brand of Fuzhou jasmine tea as the evaluation object,analyzes the development of the regional public brand of Fuzhou jasmine tea based on the construction of the regional public brand and the theory of the brand life cycle,selects the income method and adopts the two-stage model to carry out the evaluation,first uses the GM(1,1)model to predict the total economic growth of the region,excludes the natural economic growth,and obtains the excess economic growth,and then carries out the coefficient correction,Predict the excess added value of public brands in the region,determine the discount rate,and evaluate the value of Fuzhou jasmine tea regional public brands,and finally analyze the rationality of the evaluation results.