CN106815663A - A kind of brand names management system and management value appraisal procedure - Google Patents
A kind of brand names management system and management value appraisal procedure Download PDFInfo
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Abstract
A kind of enterprise（Group, tissue）Brand management system and management assessment method, it is more particularly to a kind of to pass through enterprise（Group, tissue）Brand management and management value assessment technology switch to a reaction market discipline, quantify the evaluation number system of transaction value, by enterprise（Group, tissue）The method that Brand management and management value assessment index can assess its marketing value.
Description
Technical field
The present invention relates to a kind of brand names management system and management assessment skill method, more particularly to a kind of scientific system, simple and easy to use, technological system is integrated." fool " formula method, one-stop technology is enterprise（Group, tissue）Brand building provides the technological means of scientific method with management.
Background technology
It is that cost resets method that the Brand Evaluation method of the current current international practice mainly has.International top-brand mechanism and Business Weekly world-renowned brand ranking list once every year have certain authoritative, obtain being widely recognized as professional association in the world.But due to lacking the management data of evaluated brand, the method can not completely react the health status of brand, it is impossible to react the management value of its brand.Therefore, current China does not have the Brand management method of complete set, existing evaluation of brands method from the angle of Brand management nor go to evaluate brand, Brand management achievement and its management value judge estimating, without Brand management utility function, to Brand management without directiveness, not to the whole supervision of Brand management implementation Process, evaluate, do not give evaluating data conclusion to management reality.
The content of the invention
Chinese Enterprises at this stage（Group, tissue）Brand management value assessment need to exercise supervision Brand management process, evaluate really, so as to make China's tissue, group, the brand of enterprise management is more healthy, its management value is approved.This method is that author combines China's tissue, group, many characteristics of business administration operation and key element, is developed using financial capital measuring method and management course control method for use, is intended to that China's tissue, group, " the Brand management Valuation Method " of the real value of brand names management assets can be reflected.Purpose is China's national brand asset management is progressively gone on sound development road, and obtain international recognition, to safeguard the practical interests of China's tissue, group, enterprise, China's tissue, group, enterprise is also helped to obtain value and interests higher with brand assets in international, domestic market.
The system is that the mode of three exponential weightings is estimated, and is Brand management expert, enterprise（Tissue, group）Consumer tripartite is comprehensive, the appraisement system of science, system.Three evaluation numbers can individually carry out the work, it is also possible to two index assessments.The system possesses the assessment that powerful Brand management expert carries out science to Brand management, and tissue, group, enterprise can carry out self-appraisal to affiliated product brand, and consumer can be estimated to product brand that is familiar or being currently in use and express an opinion, advises.This assessment system will be according to expert, enterprise（Tissue, group）, consumer tripartite assessment data, calculate composite index, by index height carry out（The moon, season, year）Assessment result is ranked.
The characteristics of this assessment system is maximum is to tissue, group, company manager and enterprise（Tissue, group）Itself provides it is self-built, from pipe, self-appraisal chance, this is according to Chinese Enterprise（Tissue, group）The factor such as current state of development and financial rule, cultural habit and design, it is contemplated that the objectivity and practicality of assessment result.
The design for participating in evaluating on consumer is also one of feature of the system.Current Consumption of China market belongs to developing stage, and each side rights and interests of consumer need to obtain more protections, and consumer's consumption maturity in itself need to be improved, therefore it is to Chinese Enterprise at this stage to mobilize consumer to participate in Brand management with value assessment（Tissue, group）Brand building, increase quality, improve service and product quality and have huge help, to building a Harmonious Society, improving China economic development quality has irreplaceable efficacy effect.
Current the system has been that hundreds of enterprises and multiple employer's organizations use, and obtains the high evaluation of above-mentioned use unit：This is China's most science, practicality, systematic good method, is not only enterprise（Tissue, group）The instrument of offer science real example is managed, so as to reduce enterprise（Tissue, group）Management cost, increase brand value, moreover it is possible to encourage consumer to participate in market development jointly.If the associated mechanisms such as industrial and commercial administration department and the consumers' association participate in evaluation work, effective channel is provided by the social foci that public concern is solved for locality, benign market order, Maintenance Market are stable, improve products ＆ services level, reduce consumption dispute and tip-offs about environmental issues provide the solution of science to build.
The purpose of the present invention is directed to the problem that above-mentioned prior art is present, there is provided a kind of brand names management system and management value appraisal procedure.Brand management systems technology is a management system, two-way, three-dimensional Brand management checking mode, it is the brand-new administrative skill framework of the science of a four big management modules, it is divided into 23 technical subsystems, four periodically management promptings, 15 job steps of specific management link have nearly hundred technical program forms, hundreds of Zhang Gongs conduct a survey record, comprehensive and complete covering enterprise 365 days, 12 months, four seasons, Nian Zhong, the Brand management time at year end and all sport technique segments.
Brand management systems technology is the management program and operating method of science, and its particular content is numerous and jumbled, and technical strong, management difficulty is big.Brand corporate executive is in daily management practice, it is difficult to constantly remember that each details and each specification are acted, but management performance exactly with the control of details.Therefore, according to two-way three-dimensional thinking mode, Brand management program navigation figure is devised, for manager's daily management mission provides investigation reference standard.
Brand management program navigation figure is laterally divided into four presentation contents：" idea, attitude, technology and willpower ".Corresponding is four longitudinal presentation contents：" analyze mentally, determine, behavior and adhere to ".Each presentation content is bidirectional crossed, and focus is the detailed programs of Brand management technology.So confining each specific management project can be such that we are specifically directed towards in planning content, and sideslip, does not leak item, and in the management project being specifically directed towards, we can clearly dissolve its specific management content.
1st, analyze mentally with idea intersect administrative skill particular content for " clear concept, it is apparent
Direction ", the purpose analyzed mentally is correction idea, conversely, idea needs to analyze mentally to clear direction and concept.
2nd, determine and the particular content of the intersecting administrative skill of attitude is " the correct behavior of selection ".
3rd, the particular content of action and the intersecting administrative skill of technology is " to set up brand value body
Four administrative skill projects such as system, correct propagation value, marketing unique value, management value assets ".
4th, the detailed programs for adhering to the administrative skill intersected with willpower are " interval repeats, and ongoing effort can just succeed ".Can not accomplish that persistence adheres to brand's core values, it is then not possible to maximize brand value.There is no willpower to be impossible to persistently adhere to brand's core values that no spaced repetition will not more obtain Expected Results.
This method scientific system, simple and easy to use, technological system is integrated." fool " formula method, one-stop technology must be used daily as manager, and work is indispensable, Brand management good assistant.
Specific embodiment：
The object of the present invention is achieved like this：A kind of brand names management system, the wherein system may be implemented in a computer installation so that a user uses, including " be built according to Brand management program navigation figure and planning Brand management system and brand expert opinion, enterprise（Tissue, group）Three part composition tripartite's evaluation methods of evaluation, consumer evaluation ".
Management and appraisal procedure, comprise the following steps：
（1）Set up the Brand management committee：By setting up the Brand management committee, to project, product, enterprise（Group, tissue）Brand analyzes the otherness and gap of its administration behaviour and management method by class, item, and is modified, improves or redesigns planning Brand management framework according to systems approach and management prompting.
（2）Design planning framework：The total framework of design planning 4 and 23 sub- frameworks are pointed out according to management system, and audited inspection repeatedly for participant, design planning program, design planning content, design planning achievement and experiment etc. according to system supervisor, improve and correct, to reach Brand management system requirements；
（3）Management practice：Design planning completes to enter management practice, manager provides according to Brand management system in management practice the inspection of 4 periods and review procedure and form, administration behaviour is implemented periodically, timing, quantitative, orientation supervision, inspection, explanation, amendment, make Brand management through correct behavior, management result has performance assessment criteria.
（4）, management assessment material declares：By choosing scheme, evaluation committee, the evaluation expert committee are set up.Declare enterprise（Group, tissue）Declared according to regulation time completion assessment material, filled in questionnaires；
（5）, training：Participate in the enterprise of assessment（Group, tissue）Registration, selects and appoints managerial personnel to receive training, and learning evaluation method, principle, the assessment technology such as fill in questionnaires；
（6）, declare and accept：Participate in evaluation enterprise（Group, tissue）Declared by standard, competition organizing committee accepts declares；
（7）, judging panel's materials classification：Evaluation committee arranges Enterprise Application material, counts questionnaire data, is classified into volume；
（8）, analysis expert：Evaluation committee audits declaration material, Committee of Experts's analysis, evaluation enterprise（Group, tissue）Declaration material, scores according to review standards of designing；
（9）, check：After Committee of Experts's evaluation, evaluation committee and expert, enterprise（Group, tissue）Review result is checked in communication；
（10）, classification and ordination：Classify, sort, determine review result according to result is checked；
（11）, announce result：Announce assessment result.
The method can be made by different medium, by computer development and optical disc software type.
The invention will be further described below：
Embodiment one：
Appraisal procedure：
1st, competition scheme is crossed, evaluation committee, the evaluation expert committee is set up.Declare enterprise（Group, tissue）Declared according to regulation time completion assessment material, filled in questionnaires.
2nd, the enterprise of assessment is participated in（Group, tissue）Registration, selects and appoints managerial personnel to receive training, and learning evaluation method, principle, the assessment technology such as fill in questionnaires.
3rd, evaluation enterprise is participated in（Group, tissue）Declared by standard, competition organizing committee accepts declares.
4th, evaluation committee arranges Enterprise Application material, counts questionnaire data, is classified into volume.
5th, evaluation committee's examination ＆ verification declaration material, Committee of Experts's analysis, evaluation enterprise（Group, tissue）Declaration material, scores according to review standards of designing.
6th, after Committee of Experts's evaluation, evaluation committee and expert, enterprise（Group, tissue）Review result is checked in communication.
7th, classify, sort, determine review result according to checking result.
8th, assessment result is announced.
Appraisal procedure and standard：
1st, enterprise is trained（Group, tissue）Person in charge and Brand management teacher, cognitive Brand management method, summary Brand management achievement, the investigation of Brand management Shi Zuowei constants and valuation officer, make enterprise（Group, tissue）Can correctly participate in choosing work.
2nd, tracked by enterprise's questionnaire and declaration material, check, evaluate questionnaire and declaration material, in real time and enterprise（Group, tissue）Investigation is linked up, and makes evaluation process consistent with management actual conditions.
3rd, evaluation index is according to investigation objective evaluation data, enterprise（Group, tissue）Data based on self-appraisal index, Committee of Experts's assessment index etc., are then processed by weight coefficient, show that each participates in assessment enterprise（Group, tissue）Comprehensive scores.
Comprehensive scores derive from every Breaking index down, therefore, assessment can choose total score and classification score value, used as overall evaluation foundation.
4th, assessment enterprise is participated in（Group, tissue）Questionnaire is about more than 34, nearly 404 question and answer data, enterprise（Group, tissue）About 14 parts of declaration material/, by " interval repeats " mode to an investigation repeatedly for problem, reflect the objective results of problem of management.Then enterprise is delivered by specific mode（Group, tissue）The conclusions such as management process, management theory achievement, Market reaction, increase client（Consumer）Understand and participate in assessment enterprise, Branding management model, to reach the purpose of Brand management exemplary role.
Questionnaire data is foundation to evaluate score value, with self " progress " ratio height as foundation, two item datas are reference frame to rigid index before the Committee of Experts comments, so as to theory analysis, professional comment is given a mark and made according to rank scale, gives the score value of appropriate level.
Assessment technology explanation：
1st, questionnaire index（Self-appraisal, public's questionnaire）：Respective 528 points of total score, 478 points of positive score value bears 52 points of score value, 78 points of data score value, 375 points of qualified score value, passing score weight coefficient average 71, and last score value is：More than or less than 375 points.
2 rigid indexs（Enterprise, group, tissue declaration material）：34 classes 61,375 points of total score, weight coefficient 90, last score value is：Not higher than 337 points.
3 expert analysis modes（The evaluation expert committee）：1087 points of total score, weight coefficient 90, last score value is：Not higher than, 978 points.
4 score values are parsed：34 questionnaires（Enterprise（Group, tissue）Management survey questionnaire）It is related to problem up to nearly 404 problems of 349 classes, design gross score is 528 points, weight coefficient average：71.Problems mainly examine the theory practice and Brand management work practice condition, office worker of participating in evaluation enterprise to the brand value degree of awareness, making assessments of the performance of each enterprise's Brand management actual effect from management condition and cognition.
The clearing fraction of such questionnaire is added, gross score is drawn, after being multiplied by weight coefficient, the score value of such index is drawn, evaluation first kind fraction index is listed in.
Enterprise（Group, tissue）The rigid index of declaration material category evaluation, enterprise（Group, tissue）From 375 points of declaration material, weight coefficient is：90.
Enterprise（Group, tissue）The real material of planning and practice is reported with form and document form.According to enterprise（Group, tissue）The score value marking of declaration material each single item setting, after the gross score for drawing is multiplied by weight coefficient, draws the score value of such index, lists evaluation Equations of The Second Kind fraction index in.
Expert opinion is with business administration questionnaire, enterprise（Group, tissue）Declaration material two is scoring basic material, and marking is evaluated according to the thematic material that evaluation criterion is every class.The Committee of Experts is evaluated as 1087 points.Weight coefficient：90.The score value of such index, lists the 3rd class fraction index of evaluation in.
All kinds of fractions are respectively：Enterprise（Group, tissue）528 points of questionnaire is managed, weight coefficient average is：71, enterprise（Group, tissue）From 375 points of declaration material, weight coefficient is:90, the Committee of Experts is evaluated as 1087 points, and weight coefficient is：90.
5th, three sub-index score values are added and draw final score value, and total score will decide to participate assessment enterprise（Group, tissue）Assessment result, determine last assessment result in proper order according to grade.
Claims (4)
1. a kind of enterprise（Group, tissue）Brand management system, the wherein system may be implemented in a computer installation so that a user uses, it is characterised in that：Including " being built according to Brand management program navigation figure and planning Brand management system and brand expert opinion, enterprise（Tissue, group）Three part composition tripartite's evaluation methods of evaluation, consumer evaluation ".
2. a kind of enterprise（Group, tissue）Brand management and management value appraisal procedure, it is characterised in that：Comprise the following steps：
Step 1, the establishment Brand management committee：By setting up the Brand management committee, to project, product, enterprise（Group, tissue）Brand analyzes the otherness and gap of its administration behaviour and management method by class, item, and is modified, improves or redesigns planning Brand management framework according to systems approach and management prompting；
Step 2, design planning framework：The total framework of design planning 4 and 23 sub- frameworks are pointed out according to management system, and audited inspection repeatedly for participant, design planning program, design planning content, design planning achievement and experiment etc. according to system supervisor, improve and correct, to reach Brand management system requirements；
Step 3, management practice：Design planning completes to enter management practice, manager is according to the 4 periods inspection provided according to Brand management system and review procedure and form in management practice, administration behaviour is implemented periodically, timing, quantitative, orientation supervision, inspection, explanation, amendment, make Brand management through correct behavior, management result has performance assessment criteria；
Step 4, management assessment material are declared：By choosing scheme, evaluation committee, the evaluation expert committee are set up.
3. enterprise is declared（Group, tissue）Declared according to regulation time completion assessment material, filled in questionnaires；
Step 5, training：Participate in the enterprise of assessment（Group, tissue）Registration, selects and appoints managerial personnel to receive training, and learning evaluation method, principle, the assessment technology such as fill in questionnaires；
Step 6, declare and accept：Participate in evaluation enterprise（Group, tissue）Declared by standard, competition organizing committee accepts declares；
Step 7, judging panel's materials classification：Evaluation committee arranges Enterprise Application material, counts questionnaire data, is classified into volume；
Step 8, analysis expert：Evaluation committee audits declaration material, Committee of Experts's analysis, evaluation enterprise（Group, tissue）Declaration material, scores according to review standards of designing；
Step 9, check：After Committee of Experts's evaluation, evaluation committee and expert, enterprise（Group, tissue）Review result is checked in communication；
Step 10, classification and ordination：Classify, sort, determine review result according to result is checked；
Step 11, announcement result：Announce assessment result.
4. a kind of enterprise（Group, tissue）Brand management system and management value appraisal procedure, can be made by different medium, by computer development and optical disc software type.
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Cited By (3)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN107464096A (en) * | 2017-08-02 | 2017-12-12 | 合肥哲诚项目管理有限公司 | A kind of systems, devices and methods of project management |
| CN109377110A (en) * | 2018-12-13 | 2019-02-22 | 洛阳博得天策网络科技有限公司 | Evaluation method and system for brand content assets |
| CN110097253A (en) * | 2019-03-30 | 2019-08-06 | 樊雪花 | A kind of food enterprise Brand management system and management value appraisal procedure |
-
2015
- 2015-11-28 CN CN201510841693.1A patent/CN106815663A/en active Pending
Cited By (4)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN107464096A (en) * | 2017-08-02 | 2017-12-12 | 合肥哲诚项目管理有限公司 | A kind of systems, devices and methods of project management |
| CN109377110A (en) * | 2018-12-13 | 2019-02-22 | 洛阳博得天策网络科技有限公司 | Evaluation method and system for brand content assets |
| CN109377110B (en) * | 2018-12-13 | 2022-05-13 | 洛阳博得天策网络科技有限公司 | Evaluation method and system for brand content assets |
| CN110097253A (en) * | 2019-03-30 | 2019-08-06 | 樊雪花 | A kind of food enterprise Brand management system and management value appraisal procedure |
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Application publication date: 20170609 |