高科技品牌风险因素分析与评价研究

【作者】 吴新敏；

【导师】 王兴元；

【作者基本信息】 山东大学 ， 管理科学与工程， 2006， 硕士

【摘要】 随着以信息技术为代表的新一轮技术革命的发展，高科技行业创造了新的经济增长点，高科技品牌对经济发展的贡献越来越大，并且从中获取了高额垄断利润，但是由于高科技品牌自身的特殊性和市场的复杂性，使得高科技品牌在获取丰厚利润的同时也面临着巨大的风险。高科技品牌的高风险性，客观上要求我们对其进行风险分析并控制，以此来维持品牌的健康发展。目前国外已有关于品牌风险这方面的研究，但是大多侧重于研究影响品牌风险的因素，没有进行具体分析，也没有建立相应的模型对品牌风险进行评价；国内对品牌风险的研究几乎处于空白。 正是因为以上原因，文章从风险管理的角度着重对影响高科技品牌风险的因素及其品牌风险评价方面进行了探索性的研究，以此期望高科技企业能够认识到其品牌风险的来源，为其品牌风险的管理提供参考。虽然风险对于高科技品牌来说是客观存在的，也是不可回避的，但是高科技企业完全可以通过对影响品牌风险的因素加以分析，并建立有效的风险评价体系和预警保障体系，时刻监督品牌的发展，尽量降低品牌风险、规避风险，以维持品牌健康发展。 文章首先介绍了论文研究的背景，介绍了与高科技品牌风险相关的概念，提出了品牌风险管理框架；其次，详细地分析了影响高科技品牌的风险因素，并确定了品牌风险评价的指标体系及其权重分配的方法；再次，阐述了品牌风险评价的方法——多级模糊综合评价法，并通过案例研究，验证模型的实用性，对其做出风险评价分析；文章最后是结束语，系统回顾了文章内容，并且对给予帮助的单位、老师等表示感谢!更多还原

【Abstract】 With the new development of technological revolution represented by information technology, the high-tech trade has created point for new economical growth, high-tech brand has made more and more contribution to the economical development, and gained high quota monopoly profit, but because of its own particularity of high-tech brand and the complexity of the market, high-tech brand is facing huge risk while gaining rich profit. As high-tech brand has the characteristics of huge risk, it requests the enterprises to carry on risk analysis and risk control, so that the brand can develop healthily. At present, there are some studies on brand risk abroad, but most studies stressed on the analysis of brand risk factor, and didn’t create corresponding model to evaluate the brand risk; in our country, the study on brand risk is nearly blank.Just because of the above reasons, the thesis makes a study of this question from risk management angle, in order to help the high-tech enterprise realize the risk and control it. Although the risk of the high-tech brand objectively existed and can not be avoided, high-tech enterprise can analyze the risk and establish effective risk assessment system and the early warning safeguard system to guard the brand, reduce the risk as far as possible, in order to safeguard the brand.Firstly, the thesis introduced the background of the thesis and the concepts of hi-tech brand risk, and proposed the brand risk management frame; secondly, the thesis detailed the risk factors that affect hi-tech brand, and introduced the index of the brand risk assessment and weight; Thirdly, the thesis introduced the fuzzy method and did case research; lastly, the thesis reviewed the article.更多还原