商標(biāo)資產(chǎn)理論分析及其評估方法研究.pdf

1、北方交通大學(xué)碩士學(xué)位論文商標(biāo)資產(chǎn)理論分析及其評估方法研究姓名：李遠(yuǎn)慧申請學(xué)位級別：碩士專業(yè)：會計學(xué)指導(dǎo)教師：宗剛2000.2.1AbstractAbstractFollowingthebuildingandimprovementofthesystemofsocialistmarketeconomy，theimportanceofbrandhasincreasinglybeenrealizedbypeople，theresearchers

2、havepaidmoreandmoreattentiontobrandequity，butwelacktheresearchoufurtherstudy，nomatterinthefieldoftheoreticalanalysisormethodicalapplicationsTosolveproblemsthattheoreticalresearchesarerelativelyfrailandmethodicalapplicati

3、onsratherchaoticistheaimofthisdissertationThisdissertationmainlydealswithresearchworkoftwoaspectsOneistostudybrandequityfromtheaspectoftheoreticalanalysisTheotheristostudybrandappraisalmethods，improvetheexistingmethodsTh

4、e療ameofthisdissertationasfollows：Thepreface，itexpatiatesthesignificanceofthetopic，thepresentresearchstatusinhomeandoverseas，themethodologyusedinthedissertation，interpretrelativenotions，Chapterone，itdiscussestheinbasisand

5、outconditionwhybrandcouldbecomeasset，analyzetheessence，valuecompositionofbrandequity，putforwardthatlongtermcustomerrelationsistheessenceofbrandequityChaptertwo，itproposesthatconsumersatisfactionisthebasisofbrandequityand

6、reasonsitprofoundlyChapterthree，itanalyzesthechannelsofthecreationofbrandequityitproposethat：firstly，tofitgoodsorservicewiththeneedofconsumer；secondly，toimprovequailtyofgoods，especiallypayattentiontothesubjectquality；thi

7、rdly，developthedissimilarityofgoodsandservice；atlast，tospreadtheinformationofqualityanddissimilaritybyadvertisementChapterfour，itdiscussesthepurposeandsignificanceofbrandappraisal；examinetheexistingmethods，andproposesaim