【作者】 郭伟；

【导师】 马丁； 行连军；

【作者基本信息】 太原理工大学 ， 工商管理（专业学位）， 2021， 硕士

【摘要】 山西农谷是山西省委省政府立足实际、着眼“三农”长远发展和全面建成小康社会大局作出的战略部署。山西农谷要建成科技之谷、产业之谷、富民之谷,离不开品牌的建设。山西农谷作为山西省的金字招牌,对山西省经济以及域内相关企业的发展有着很重要的作用,同时山西农谷品牌的壮大也依赖于山西省经济和相关企业的不断发展。2020年,我们目标要全面建成小康社会,也要打赢脱贫攻坚战,山西农谷区域公用品牌的建立发展能够促进相关企业的发展从而促进山西经济的向前发展,山西农谷立足山西实际、突出山西特色,助力打好脱贫攻坚战。随着山西农谷区域性品牌概念的不断发展,分析其品牌价值也是被需要、被关注,通过研究协同治理理论、品牌联盟的溢出效应、集体声誉理论、搭便车理论、信息不对称理论这些基础理论,定性分析山西农谷对域内企业的价值,发现山西农谷区域公用品牌对于企业有着很重要的推动作用:首先,借助农谷管委会的协同治理,严把质量关,规范企业行为;其次,对于中小企业来说,可以借助山西农谷集体声誉扩大其品牌影响力,形成子品牌的溢出效应,对于龙头企业来说,山西农谷对其形成品牌背书和保护,防止“搭便车”现象的发生;最后,山西农谷建立起域内企业与消费人群之间的桥梁,域内企业也可以得到本地消费者的认同,得到外地消费者的认知。所以从企业的角度来讲,分析区域品牌的价值有着重要的意义。基于山西农谷对于企业的推动作用,评估其价值也是有意义的。基于可操作性、山西农谷对于所属区域GDP的影响以及实际案例验证三方面来考虑,对于山西农谷区域公用品牌价值的评估,可以采用基于GDP净增速的评估方法进行。具体操作:首先,计算区域经济的超额净增加值;其次,用有形资产总价值与增加值的比例量化无形资产总价值与增加值的比例;最后,用增加值乘以转化的比例作为山西农谷区域品牌的资产总价值,进而对山西农谷区域品牌价值进行评估。这样的评估可以从定量的角度直观地看出山西农谷对于域内企业的价值。同时从数据中也可以看出山西农谷区域公用品牌这样的无形资产,对域内实体企业的发展确实有着重要的意义。在对山西农谷区域品牌价值的分析与评估基础上,希望通过山西农谷的品牌研究对域内相关企业的发展提供帮助。借鉴丽水山耕的成功经验,对山西农谷域内企业发展提出三点建议:一、企业借助山西农谷品牌优势进行文化传播;二、企业借助山西农谷科研实力走精品之路;三、企业借助山西农谷监督增强公信力。希望相关企业能够借助山西农谷的品牌力和影响力,能够更快、更好的发展。综上所述:本文通过对山西农谷区域公用品牌价值的分析与评估,采用定性分析和定量分析相结合的研究方法,得出结论山西农谷对域内相关企业是具有重要意义的,并在此基础上提出企业发展的相关建议。希望对后续山西农谷和域内企业的相关研究提供参考价值。更多还原

【Abstract】 Shanxi Agriculture Valley is a strategic plan made by the provincial government of Shanxi Province based on reality,focusing on the long-term development of "three rural areas" and building a well-off society in an all-round way.To build into a valley of science and technology,industry and enrichment,Shanxi Agriculture Valley is inseparable from brand building.As the gold-lettered signboard of Shanxi Province,Shanxi Agriculture Valley plays an important role in the development of Shanxi economy and related enterprises in the region.At the same time,the growth of Shanxi Agriculture Valley brand also depends on the continuous development of Shanxi economy and related enterprises.By 2020,our goal is to build a well-off society in an all-round way and to win the battle against poverty.The establishment and development of public brands in the rural areas of Shanxi can promote the development of related enterprises and thus promote the economic development of Shanxi.With the continuous development of regional brand concept in Shanxi Agriculture Valley,the analysis of its brand value is also needed and concerned.By studying the theory of cooperative governance,the spillover effect of brand alliance,the theory of collective reputation,the theory of hitchhiking and the theory of information asymmetry,this paper qualitatively analyzes the value of Shanxi Agriculture Valley to the enterprises in the region,and finds that the public brand in Shanxi Agriculture Valley area has a very important role in promoting the enterprises: first,with the help of the cooperative governance of the Shanxi Agriculture Valley Management Committee,strict quality control and standardize the enterprise behavior;Secondly,for small and medium-sized enterprises,they can expand their brand influence and form the spillover effect of sub-brand with the help of Shanxi Agriculture Valley collective reputation.Finally,Shanxi Agriculture Valley establishes a bridge between enterprises and consumers in the region,and enterprises in the region can also be recognized by local consumers and recognized by foreign consumers.Therefore,from the perspective of enterprises,it is of great significance to analyze the value of regional brands.Based on the promotion of Shanxi Agricultural Valley to enterprises,it is also meaningful to evaluate its value.On the basis of maneuverability,the influence of Shanxi Agriculture Valley on the regional GDP and the actual case verification,the evaluation of the public brand value of Shanxi Agriculture Valley region can be carried out by the evaluation method based on the GDP net growth rate.Specific operations: first,calculate the excess net added value of the regional economy;second,quantify the ratio of the total value of intangible assets to the added value by the ratio of the total value of tangible assets to the added value;Finally,the value of Shanxi Agriculture Valley regional brand is evaluated.This kind of evaluation can intuitively see the value of Shanxi Agriculture Valley to the enterprises in the region from the quantitative point of view.At the same time,it can also be seen from the data that intangible assets such as public brands in Shanxi Agriculture Valley area are of great significance to the development of entity enterprises in the region.Based on the analysis and evaluation of the brand value of Shanxi Agriculture Valley region,it is hoped that the brand research of Shanxi Agriculture Valley will help the development of related enterprises in the region.Drawing lessons from the successful experience of Lishui Mountain Farming,this paper puts forward three suggestions for the development of enterprises in Shanxi Agriculture Valley region: first,enterprises use the advantages of Shanxi Agriculture Valley brand to spread culture;second,enterprises use Shanxi Agriculture Valley scientific research strength to take the road of fine products;third,enterprises use Shanxi Agriculture Valley supervision to enhance credibility.Hope that the relevant enterprises can use the brand strength and influence of Shanxi Agriculture Valley,can develop faster and better.To sum up: through the analysis and evaluation of the value of public brand in Shanxi Agriculture Valley region,this paper adopts the research method of qualitative analysis and quantitative analysis,and draws the conclusion that Shanxi Agriculture Valley is of great significance to the related enterprises in the region.On this basis,the relevant suggestions for enterprise development are put forward.We hope to provide reference value for the related research of Shanxi agricultural valley and regional enterprises.更多还原