文献类型：期刊文献

中文题名：品牌价值评价与林业应用研究

英文题名：Brand Value Evaluation and Forestry Application Research

作者：王雨[1] 李忠魁[1]

第一作者：王雨

机构：[1]中国林业科学研究院林业科技信息研究所

年份：2018

卷号：40

期号：9

起止页码：55-60

中文期刊名：林业经济

外文期刊名：Forestry Economics

收录：国家哲学社会科学学术期刊数据库;北大核心:【北大核心2017】；

基金：国家林业和草原局科技司项目“我国林业标准实施状况与标准质量评估研究”;中国林业科学研究院中央级公益性科研院所基本科研业务费专项“中国林业标准体系优化及其实施体制研究”(编号:CAFYBB2017MC003)

语种：中文

中文关键词：林业品牌价值;问题;评价方法

外文关键词：forestry brand value;problems;evaluation methods

分类号：F307.2

摘要：品牌价值是指顾客基于自身的认识和理解,对品牌所做出的差异性选择,而为企业产品或者服务带来的现金流或其他附加值。品牌价值由成本价值、关系价值和权力价值构成,品牌价值评价主要从财务、企业和消费者3个角度入手,品牌价值评价的基本方法是成本法、收益法。国际上流行的评价方法有Interbrand评价法、《金融世界》评价法、大卫·艾克的品牌资产五星模型法等。目前林业品牌价值评价存在4个方面的问题：（1）林业品牌价值低;（2）林业企业缺乏品牌意识;（3）林业企业不重视品牌管理;（4）没有建立较完整的林业品牌价值评价体系。建议增强林业品牌意识,成立林业品牌价值评价管理机构,增加林业品牌价值评价的投入,加快制订林业品牌价值评价标准,积极开展林业品牌价值评价体系研究。
Brand value refers to that customers make different choices of brand based on their own understanding, and bring cash flow or other added value for business products or services. The brand value consists of cost value, re.- lationship value and power value. The evaluation of brand value starts from the financial point of view, the enter.- prise point of view and the consumer point of view. The most famous international evaluation methods are Inter- brand method, ＂Financial World＂ evaluation method, David Ike brand asset five-star model etc. There are four problems in the evaluation of forestry brand value. The first is the low value of forestry brand; the second is the lack of brand awareness of forestry enterprises; the third is that enterprises do not attach importance to brand manage- ment; the forth is the failure to establish a more complete forestry brand value evaluation system. This paper put for- ward some proposals, such as to enhance forestry brand awareness, to establish the forestry brand value management agencies, to increase the evaluation of forestry brand value input, to speed up the formulation of forestry brand value evaluation criteria, and actively carry out forestry brand value evaluation system.