【作者】 周琳；

【导师】 屠巧平；

【作者基本信息】 河南大学 ， 资产评估（专业学位）， 2015， 硕士

【摘要】 随着经济的快速发展,各行业的竞争日益激烈,我们早已进入了品牌时代。品牌是企业多年积累下来的宝贵财富,也是实现可持续发展的重要保障。良好的品牌形象,不仅有利于企业迅速占领或拓展市场,也有益于消费者识别并规避风险。继品牌价值概念形成以来,品牌价值合理量化的问题已广泛地被社会各界研究与探讨,尤其是对Interbrand模型的研究,更是仁者见仁、智者见智。自国家调控政策实施以来,知名房企的市场举动经常会成为人们议论的焦点。2014年,随着限购令等政策的出台,我国房地产市场逐渐走向低迷,多数企业纷纷转型。其中知名房企绿城因多次出售股权的事件而屡登财经头条,中国房地产TOP10研究组对绿城的品牌估值约198亿元,创绿城发展史品牌价值之最。由于TOP10研究组采用的是较复杂的BVA模型,并没有披露估值过程,本文选用较简单的Interbrand模型对绿城的品牌价值进行评估,并披露详细的计算过程。在具体的评估过程中,本文针对原Interbrand模型中存在的一些不足,稍微进行改进。运用超额收益法计算品牌收益,运用打分与指标结合的方法计算品牌强度,避免了原Interbrand模型中资产收益划分不明、主观性过强的缺点,更加客观合理。通过本文对绿城品牌价值的研究,可以看出“绿城”已经是一个比较成功的房企品牌。企业精湛的技术、忠实的客户、强大的盈利能力等都是绿城品牌发展的有利因素,而市场拓展能力的不足与极高的负债水平却严重阻碍了公司品牌的继续发展。因此,本文针对性地提出建议,希望能够引起相关企业的重视与思考。同时,笔者也希望借助本案例的研究,能够为房地产行业的品牌管理提供些许帮助,进而为我国品牌价值评估体系做出一点贡献。更多还原

【Abstract】 With the rapid development of economy, the increasingly fierce competition in the industry, we have already entered the era of the brand. The brand is the precious wealth of a enterprise has accumulated over the years, it is also an important guarantee for the sustainable development of this enterprise. Good brand images not only help companies quickly occupy or expand the market, but also beneficial to consumers to identify and avoid risks. Since the formation of the concept of brand value, the problem of rational quantification of brand value has been widely studied and explored by the scholars from different fields, especially on the Interbrand valuation model, each according to his lights.Since the national policy imposed, the well-known real estate companies’ market moves often have become the focus of people’s discussion. In 2014, with the introduction of the policy of restrictions, China’s real estate market is gradually becoming depressed, the majority of enterprises have chosen to transformation. Greentown——a well-known real estate enterprise that has repeatedly boarded the financial headlines for its equity transferring events. China real estate research TOP10 group evaluated the “Greentown” brand about 198 Billion, becoming the highest record of Greentown brand value.Because the BVA model that the TOP10 group was used is very complex, and TOP10 group did not disclose the detailed calculation process, so this paper selects the simple Interbrand model to evaluate the Greentown, and discloses the detailed calculation process. In the process of valuation, the paper makes some adjustments for the shortcomings of the original Interbrand model. Paper uses excess returns to calculate the brand earnings, and uses a combined method of scoring and index to get the brand strength, thus making the new model more objective and reasonable.Through the study of Greentown brand value, we can see that the "Greentown" brand is a successful real estate brand. Exquisite technology, loyal customers and strong profitability are favorable factors for "Greentown" brand’s development, however, the lack of market development ability and high debt levels have seriously hindered the further development of the brand. Therefore, in view of the status of "Greentown" brand, this paper puts forward two suggestions, hoping to attract the attention and consideration of relevant enterprises. At the same time, in order to provide some help for the brand management of the real estate industry, the author uses case study in this article, also hoping to make some contribution for the evaluation system of Chinese brand value.更多还原