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    中国企业品牌价值评价:理论认识与初步实践

    摘要

    本报告依托亚洲星云品牌管理(北京)有限公司自主发布的《2017年中国企业价值评价500强榜单》,运用亚洲星云品牌管理(北京)有限公司拥有自主知识产权的Asiabrand品牌评价体系,对中国著名企业品牌的经济价值做出首创性评价。上榜品牌来自85个行业,中国工商银行的品牌价值约为3465。50亿元,为500强第1名;第500名的品牌价值约为78。58亿元,500强的平均品牌价值约为386。64亿元。上榜品牌中,品牌价值超过1000亿元的企业有53家,品牌价值为100亿~1000亿元的企业有285家。前100强品牌总价值占榜单品牌总价值的66。5%,这说明目前中国只有少数企业的品牌价值较高,大部分企业的品牌价值有待提升。在《2017年中国企业价值评价500强榜单》中,新入选的企业品牌占比高达29。8%,这在某种程度上表明中国企业品牌发展具有较大的不稳定性。此外,虽然中国的企业努力加快品牌建设的步伐,但和国际品牌相比,中国品牌500强上榜的企业仍然与国际企业存在一定的差距。从行业分布来看,制造业品牌数量最多,金融业以及信息传输、软件和信息技术服务业紧随其后。从国内地区间的分布情况来看,北京、江苏、广东、浙江、上海及山东上榜品牌数量最多。就上榜品牌的存续时间分布来说,存续11~30年的品牌居多。

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    Abstract

    This report relied on the Top 500 List of Chinese Enterprise Value Evaluation 2017 independently issued by Asian Star Cloud Brand Management(Beijing)Co.,Ltd.,and used the Asiabrand brand evaluation system with independent intellectual property rights of Asia Nebula Brand Management(Beijing)Co.,Ltd.A preliminary assessment of the economic value of famous Chinese corporate brands. The brands on the list come from 85 industries. ICBC has a brand value of RMB 346.55 billion,ranking first in the 500. The 500th brand has a value of RMB 7.858 billion and the 500 has an average brand value of RMB 38.664 billion.. Among the listed brands,there are 53 companies worth more than 100 billion yuan;there are 285 companies with brand values ranging from 10 billion to 1000 billion yuan. At the same time,the total value of the top 100 brands accounted for 66.50% of the total value of the list brands,indicating that currently only a few companies in China have high brand values,and the brand value of most companies needs to be improved. In the 2017 Top 500 Chinese Brands list,the newly selected corporate brand is as high as 29.8%,which to a certain extent indicates that the development of Chinese corporate brands has greater instability. In addition,although Chinese companies are striving to accelerate the pace of brand building. Compared with international brands,companies listed on the top 500 Chinese brands still have a certain gap with international companies. From the perspective of industry distribution,the manufacturing brands are the most,and the financial industry,information transmission,software and information technology service industries follow it. Afterwards,from the perspective of the distribution among domestic regions,Beijing,Jiangsu,Guangdong,Zhejiang,Shanghai and Shandong have the largest number of brands on the list,and in terms of the distribution of the survival time of the listed brands,the brands that lasted for 10-30 years are mostly.

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    作者简介
    王建功:王建功,清华大学经济管理学院国际经济专业结业,亚洲品牌集团创始人兼CEO,研究方向为企业管理、品牌管理。
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