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李培林
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    中国新能源行业的企业品牌建设及其价值评价

    摘要

    此次上榜品牌中,协鑫(集团)控股有限公司的品牌价值约为386。16亿元,在新能源行业排名第1位,排名第100位的陕西坚瑞沃能股份有限公司的品牌价值约为0。15亿元,100强的平均品牌价值约为34。87亿元。在100个上榜品牌中,品牌价值超过100亿元的企业有6家,品牌价值为50亿~100亿元的企业有13家。榜单上前10强品牌的总价值占100强品牌总价值的55。6%,前20强品牌的总价值占100强品牌总价值的74。3%,这说明新能源行业更多地关注产品的研发,对品牌的投入力度较小,这无形中影响了整个行业品牌价值的提升。相比之下,那些拥有较强核心竞争力的企业更关注自身的品牌建设。从品牌价值榜单可以发现,25%的调研对象比较了解新能源的相关信息,这可能意味着本行业缺少品牌沟通的媒介。同时,行业总体规模比较小,缺少旗舰企业,间接制约了企业品牌的发展。另外,91。7%的客户认为良好的品牌等同于良好的产品,而现阶段中国新能源行业缺少具有自主知识产权的技术及完善的产品链,很难有良好的产品输出,这在某种程度上阻碍了企业品牌的发展。

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    Abstract

    Among the brands on the list,Xiexin (Group) Holdings Co.,Ltd. occupied the first place in the list,with a brand value of about 38.616 billion yuan,and Shanxi Jianruiwoneng Co.,Ltd. was the 100th largest brand,with a brand value of about 15 million yuan. The average brand value is about 3.487 billion yuan. There are 6 enterprises whose brand value is more than 10 billion yuan,and 13 enterprises whose brand value is between 5 billion yuan and 10 billion yuan. The top 10 brands accounted for 55.6% of the total value of the top 100 brands,while the top 20 brands accounted for 74.3% of the total value. This shows that the industry pays more attention to product research and development,less investment in the brand,affecting the brand value of the entire industry; enterprises with good core competitiveness pay more attention to their own brand building. The list shows that 25 per cent of respondents have a better understanding of new energy,which may mean that the industry lacks a medium for brand communication; meanwhile,the overall size of the industry is small and there is a lack of flagship enterprises,which indirectly restricts the development of corporate brands. In addition,91.7% of the customers believe that a good brand is equivalent to a good product,but China's new energy industry is lack of technology with independent intellectual property and perfect product chain,it is difficult to have a good product. To some extent,this hinders the development of corporate brands.

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    作者简介
    宋静:宋静,亚洲星云品牌管理(北京)有限公司行政人力总监,研究方向为企业管理。
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