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毕业设计（论文）
译文及原稿
译文题目二确定影响品牌价值的因素及提出共和国国际公司定价和品牌价值的模型
原稿题目二Identify Factors Determining Brand Value and Present A Model For Pricing And Brand Valuation Of Republic International Corporation
原稿出处二 The Scientific Explorer
确定影响品牌价值的因素及提出共和国国际公司定价和品牌价值的模型
如果这个生意失败了，我将给你砖和铁，作为回报，我将拿走那些品牌和商标和建设更好的东西。这名言来自约翰斯图尔特，前奎克首席执行官，这表明了品牌对高级管理人员有多重要，对未来组织的成功有多大影响。在当前的国际经济体系中，经济交易相互作用日益紧密，网络结构更加紧密，在贸易领域工作的公司的重要性不断增加。这种新经济理论认为，世界各国的公司和公司的重要性在商业领域的重要性大于其在商业领域的重要性，以一种更具体的方式显示出来。公司每天都在商业市场上增加他们的份额，提供他们的服务和产品，质量和数量都更好。显然，激烈的竞争是这一进程不可分割的一部分，除了取消贸易竞争舞台，没有其他办法，因为缺乏参与和在国际舞台上的存在。跨国公司和跨国公司成功的一个最重要的关键点是他们的品牌。品牌的重要性不仅仅局限于国际公司和本土公司，竞争对手也需要健康和有价值的品牌在市场上取得成功。如果我们认为品牌是公司的永久财富，那么品牌的认知价值是与品牌相关的最重要的事情就不足为奇了。在二十世纪的最后一个季度，对股东价值创造的理解发生了巨大的变化。在此之前，对大多数国家来说，有形资产被视为主要的价值来源，包括生产资产、土地、机器等，以及应收账款和投资等金融资产。资产负债表上显示的这些项目的价值(有形资产)。市场总是对无形资产有所了解，但长期以来，他们的价值还不为人所知，也没有得到恰当的衡量。即使在今天，对盈利能力和经营业绩的评估也集中在资本回报率或利润份额等指标上。技术、品牌、特许权和员工都以公司的成功为中心，但他们很少被重视，而且他们的价值也没有在资产价值总额上撒谎，提到资产价值的评估总是集中在有形资产上。然而，大公司从来没有忽视过无形资产的重要性，并对此予以关注。
如今，品牌是营销战略中不可分割的重要组成部分，拥有更高价值的品牌将为他们带来更容易的服务销售。组织和品牌所有者为他们的品牌花费了大量的成本，并且倾向于知道他们花了大量的成本在竞争市场中引入和维护这个品牌的花费是多少。在本研究中，研究了一种展示行业的品牌，并采用国际品牌的方法来衡量该品牌的价值。本研究的主要目的是实现该模型，并确定其面临的挑战。该模型的全部细节是由interbrand公司提供给研究者的;在本研究中，该模型的所有阶段都进行了检查和执行。这个研究具有较高的推广步骤如下:细分市场活跃的品牌,包括财务分析的经济增值使用财务信息,需求分析包括识别的品牌适合使用品牌,品牌强度分析、净现值计算和品牌价值在终点。这些阶段是通过结合财务方法和实地研究的方法进行的。在本研究中，第一步是通过对会展产业的研究，以及在会展行业的教授和专家的观点，具体说明研究的品牌可以细分为四个群体，包括参观者、参与者、执行者和展览中心的人员;第二步是通过从拥有该品牌的公司的财务报表中提取信息;第三步和第四个步骤需要通过四个部分进行实地研究，因此每一段都填写了310、322、240和300份问卷。通过软件SPSS对分析后填充问卷的输出进行量化。利用变量之间的回归计算，得到品牌角色的得分为72。品牌实力的得分为75，使用国际品牌公司的项目，与该品牌的四个主要竞争对手相比。在折现后，第75点变为5.2，然后在未来5年内计算得到的折现率;接下来5年的市场增长率，未来5年的贴现率，未来5年的经济增加值，以及其他财务计算的详细说明，研究的品牌价值约为7500亿。
Identify Factors Determining Brand Value and Present A Model For Pricing And Brand Valuation Of Republic International Corporation
If this business falls apart, I will give you brick and iron, and in return I will take those brands and trademarks and build something better. This is the famous quote from John Stuart, former CEO of Quaker, which shows how much the brand is of great importance to senior managers and how much it is involved in future success of organization. At current international economy system which economic transactions interact with each other increasingly and enjoy more cohesive network structure, significance of companies working at trade arenas kept increasing. This theory in new economy that the countries worldwide are recognized with their companies and significance of companies is greater than significance of their states at business areas reveals in a more tangible way. Companies seek increasing their share at business markets every day and supply their services and goods with better quality and quantity. It is evident that intensive competition is inseparable part of this process, and there is no way except removal of trade competition arenas under lack of participation and presence at international arena. One of the most important key points for success of multinational and international companies is their brands. Significance of brand is not just limited to international companies and local companies and competitors require healthy and valuable brands for success at market. If we deem brand as a permanent wealth for the company, it is not surprising that knowing value of brand is the most important affair related to brand. In the last quarter of the twentieth century, there have been drastic changes in understanding of shareholder value creation. Before that, for most countries, tangible assets deemed as the main source of value including production assets, land, and machinery and so on or financial assets such as accounts receivable and investment. The value of these items displayed on the balance sheet (tangible assets). The market was always aware of intangible assets, but their value was unknown for a long time and was not measured properly. Even today the assessment of profitability and business performance has focused on indicators such as return on capital or profit shares. Technology, brand, concessions and staffs have centered at success of company, but they are rarely valued and their value is not lied on total asset value, mentioned that assessment of asset value has centralized on tangible assets. Yet, large companies have never neglected significance of intangible assets and paid attention to it.
Nowadays, brand is a major and inseparable part in marketing strategy and having a brand with higher value will raise easier sale of services for them. Organizations and brand owners spend a lot of costs for their brands and tend to know how much the brand for which they have spent large cost to introduce and maintain it at competitive market is worth. In this research, a brand of exhibition industry was examined and inter brand method was used to measure value of this brand. The main purpose of this research is to implement this model and identify the challenges to it. This model with total details was given to the researcher by interbrand company; in this research, all stages of this model have been examined and performed. This research has high extension with the steps as follows: Segmentation of the markets with active brand in them, financial analysis included of economic value added using financial information, demand analysis included of identification of role of brand in suitable use of brand, brand strength analysis, net present value calculation and brand value at end point. These stages have been conducted by combining financial methods and field research. In this research, the first step was conducted through research on exhibition industry and professors' and experts' view at exhibition industry, specified that the brand under study can be segmented to four groups including visitors, participators, executors and personnel at exhibition centers; the second step was conducted through extraction of information from the financial statements of the company which owns the brand; the third and fourth steps require conducting field studies conducted via four mentioned segments, so that 310, 322, 240 and 300 questionnaires were filled at each segment. Output of the filled questionnaires after analysis was quantified via software SPSS. The score of role of brand was obtained equal to 72 using calculation of regression between variables. The score of power of brand was obtained equal to 75 using inter brand company's program compared to four major competitors of the brand under study. Point 75 becomes 5.2 after discounting and the obtained discounting rate was calculated in next 5 years by this point; then with regard to market growth rate in next 5 years, discount rate, economic value added in next 5 years and other financial calculations explained below in details, the value of the brand under study was calculated about 750 billion.
