摘要
在分析建筑市场运行机制特点和建设项目招标投标制对建筑企业品牌价值影响的基础上,分析了建筑企业品牌价值的主要特征。提出了建筑企业品牌价值评价的原则和框架体系,构建了建筑企业品牌价值评价模型,提出品牌市场竞争贡献(BMC)和品牌超额获利贡献(BPC)两个新概念,并建立建筑企业品牌价值评价的计算公式。根据建筑企业品牌价值的特征,构建出符合建筑企业特点的品牌强度因子体系,并采用层次分析法(AHP)确定因子权重,使评价模型更趋科学合理。
The paper sums up the main features of brand value of construction enterprise based on analyzing the features of construction market operation mechanism and construction project bidding system. Then combining the characteristics of construction enterprise, constructs brand value assessment system and method which has construction industry characteristics. Proposes that brand value assessment of construction enterprises mainly assess market competitiveness, profitability and strength of the brand, and determine the value of brand by financial analysis, market analysis and brand analysis.
出处
《建筑管理现代化》
2008年第4期8-11,共4页
Construction Management Modernization
关键词
建筑企业
企业品牌
品牌价值
评价模型
construction enterprise
enterprise brand
brand value
assessment model
