The-brand-value-management-in-China's-FMCG-industry-在中国快速消费品行业的品牌价值管理.doc

1、研究生论文.doc 的翻译The York Management School 纽约管理学院 的品牌价值管理 Y4915739 Y4915739 Supervisor: Russell Yates 监事：罗素耶茨 Date: 日期： 09/01/2011 2011年09月01日 in Management with Business Finance 企业财务管理与 The York Management School 纽约管理学院 University of York 约克大学 word文档 可自由复制编辑The brand value management in Chinas FMCG in

2、dustry 在中国快速消费品行业的品牌价值管理 Y4915739 Y4915739 Acknowledgements 致谢 I sincerely appreciate all my teachers from the University of York that provide me with unreserved attention and support. 我衷心感谢我所有的老师从纽约大学，为我提供了 毫无保留的重视和支持。 I would like to show my particularly gratitude to my supervisor Russell Yates, a

3、 respectable and resourceful scholar. 我想表明我特别感谢我的 上司罗素耶茨，一个可敬的和足智多谋的学者。 Without his valuable guidance, helpful suggestions and impressive patience, this dissertation could not be completed and many illogical deductions would not be found and corrected. Appreciation also goes to Mr. Philip Warwick fo

4、r his impressive kindness and detailed comments for this dissertation assessment. 没有他的宝贵的 指导意见，有益的建议和令人印象深刻的耐心，本文无法完成，并，许多不合逻辑扣除不会被发现和纠正。 还要感谢菲利普华威先生，他令人印象深刻的善良和详细的 注释 ， 本文评估。 I shall also express my thanks to my beloved parents for their considerations and supports though these years. 我也表达我的感谢我亲爱的父

5、母为他们考虑，虽然这些年来的支持。 Moreover, the thanks will be extended to my kindly fellow classmates who help me unconditional during the questionnaires distribution and collection. 此外，感谢我好心的同学们，谁帮我在问卷的分发 和收集 无条件将延长至 。 Finally, I am also grateful for all the participants who paid their valuable time to help me wi

6、th the primary data collection. 最后，我还要感谢所有参与者付出宝贵的时间来帮助 我与主数据收集。 The brand value management in Chinas FMCG industry 在中国快速消费品行业的品牌价值管理 Y4915739 Y4915739 Abstract 抽象 The concept of brand value has arisen as one of the most important components of a firms intangible asset. 品牌价值的概念已经出现了企业的无形资产中最重要的组成部分之

7、一。 The brand value management is increasingly important for almost every industry, especially for Fast Moving Consumer Goods (FMCG) industry. However, the majority of the FMCG enterprises in China still failed to recognize the significant of the brand value. 品牌价值管理变得越来越重要， 几乎每一个行业，尤其是快速消费品（FMCG）行业，

8、然而，大多数在中国的快速消费品企业还没有认识到 品牌价值显著。 The aim of this research is to explore the gaps between the Chinas domestic FMCG companies and the international FMCG companies with high brand value, and find out the effective approaches for Chinas domestic FMCG companies to enhance their brand value and catch up wi

9、th these successful rivals. 本研究的目的是来探讨中国的国内快速消费品 公司，并在国际快速消费品公司，品牌价值高 之间的差距 ，并找到了 中国的国内快速消费品公司的有效方法来提升自己的 品牌价值，并赶上这些成功的对手。 Key words: Brand value, Brand value management, FMCG 关键词：品牌价值，品牌价值管理，快速消费品 The brand value management in Chinas FMCG industry 在中国快速消费品行业的品牌价值管理 Y4915739 Y4915739 List of Abbrevi

10、ations 缩略语表 BVM: Brand Value Management “BVM：品牌价值管理 BPTO: Brand-Price-Trade-Off BPTO：品牌价格权衡 CBBE: Customer-Based Brand Equity CBBE：基于客户的品牌资产 CDHB: Chinas domestic homogeneous brand CLT: Central Location Test CDHB：中国国内同质化的品牌 文化部门：中央定位测试 FMCG: Fast Moving Consumer Goods MNC: Multinational Corporation

11、快速消费品行业：快速消费品跨国公司：跨国公司 PP ads: Product Placement advertisement R & D: Research and Develop PP广告：产品植入广告的RD：研究和开发 SBM: Strategic Brand Management 豆粕：战略品牌管理 TDR: Terminal Distribution Rate TDR：终端配电率 WTO ： World Trade Organization WTO：世界贸易组织 The brand value management in Chinas FMCG industry 在中国快速消费品行业的

12、品牌价值管理 Y4915739 Y4915739 Contents 内容 1. 1。 Introduction . 介绍. . . 1 1 1.1 Context and background . 1.1的语境和背景. . . 1 1 1.2 Research Objectives . 1.2研究目标. . 。 3 3 1.3 Overview of Structure . 1.3结构概述. . 。 4 4 2 Literature review . 2文献回顾. . 。 5 5 2.1 Brand value management . 2.1品牌价值管理. . . 5 5 2.1.1 Bra

13、nd Value . 2.1.1品牌价值. . 。 5 5 2.1.2 The significances of brand value . 2.1.2品牌价值的意义. . 。 6 6 2.1.3 The evaluation of brand value . 2.1.3品牌价值的评估. . . 7 7 2.1.4 Build a strong brand . 2.1.4建立一个强大的品牌. . . 9 9 2.2 BVM on a world wide scale. 2.2 BVM一个世界性的规模. .1 1 . 1 2.3 BVM in China . 2.3 BVM在中国. . . 12

14、 12 2.4 BVM in Chinas FMCG industry . 2.4 BVM在中国快速消费品行业. . . 13 13 2.5 Contributions of this research . 2.5捐款本研究. . . 14 14 3. 3。 Methodology . 方法. . 。 16 16 3.1 Research strategy . 3.1研究策略. . . 17 17 3.1.1 Case study . 3.1.1案例研究. . . 19 19 3.1.1.1 The selection of target organization . 3.1.1.1组织目标的

15、选择. . 。 20 20 3.1.1.2 The limitations of case study method . 3.1.1.2案例研究方法的局限性. . 。 21 21 3.1.2 Questionnaire . 3.1.2问卷调查. . . 21 21 3.1.2.1 Drawing the representative sample . 3.1.2.1绘制代表性的样本. . . 22 22 3.1.2.2 The limitations of questionnaire method . 3.1.2.2问卷调查法的局限性. . . 23 23 3.2 Data collectio

16、n . 3.2数据收集. . 。 24 24 3.2.1 Primary source collection . 3.2.1主要来源收集. . 。 24 24 3.2.2 Secondary source collection . 3.2.2二次源集合. . . 25 25 3.3 Data analysis . 3.3数据分析. . 。 26 26 3.3.1 Data analysis of primary data (collected through questionnaire) . 3.3.1数据分析的主要数据（通过问卷调查收集）. . 。 26 26 The brand value

17、 management in Chinas FMCG industry 在中国快速消费品行业的品牌价值管理 Y4915739 Y4915739 3.3.2 Data analysis of secondary data . 3.3.2数据分析辅助数据. . 。 28 28 4. 4。 Results and Findings . 结果和结论. . 。 30 30 4.1 The results of questionnaires . 4.1问卷调查的结果. . . 30 30 4.1.1 The results from SPSS software . 4.1.1 SPSS软件的结果. . .

18、 30 30 4.1.2 The results from BPTO Model . 4.1.2结果从BPTO型号. . . 33 33 4.2 The results of case study . 4.2案例研究的结果. . 。 35 35 4.3 The discussions of the results. 4.3讨论的结果. . . 37 37 4.3.1 The gaps between the brand value of global successful FMCG 4.3.1全球成功的快速消费品的品牌价值之间的差距 companies and Chinas homogenou

19、s companies . 公司和中国的同质公司. . . 37 37 4.3.2 The suggestions for Chinas FMCG companies . 4.3.2建议，中国的快速消费品公司. . . 38 38 5. 5。 Conclusions . 结论. . . 46 46 5.1 The overview of this research . 5.1本研究概述. . . 46 46 5.2 Some recommendations for further research . 5.2的一些建议，为进一步研究. . . 47 47 5.2.1 The limitatio

20、ns of this research . 5.2.1本研究的局限性. . . 47 47 5.2.2 The recommendations for further research . 5.2.2进一步研究的建议. . . 48 48 Bibliography . 参考书目. . . 49 49 Appendix 1 (Questionnaire) . 附录1（问卷）. . . 54 54 The brand value management in Chinas FMCG industry 在中国快速消费品行业的品牌价值管理 Y4915739 Y4915739 1. 1。 Introduc

21、tion 介绍 1.1 Context and background 1.1的语境和背景 Along with the high speed economical development and unceasing urbanized 随着高速的经济发展和城市化不断 advancement, the demand of Fast Moving Consumer Goods (FMCG) enlarges with 进步，快速消费品（FMCG）的需求扩大与 every passing day. 每过一天。 Due to the low barriers of entry, FMCG manufa

22、cturers continue to 由于入门门槛低，快速消费品制造商继续 increase and become more homogenized which directly leads to the increasingly 增加，变得更加均匀化，这直接导致日益 intense the market competition. 激烈的市场竞争。 Compared with other industries, the key focal point for 与其他行业相比，关键焦点 FMCG industry to enhance its sales revenue and profits

23、 is not longer to reduce 快速消费品行业，以提高其销售收入和利润不再减少 production costs or guarantee the fund is sufficient, but to achieve the consumer 生产成本或保证基金就足够了，但要实现消费者 approval (Hoeffler and Keller, 2002). 批准（X波段和Keller，2002）。 Also, that the consumer approval is precisely 此外，消费者认可也正是 established in the basis of th

24、e reorganization of the products which is spread with the 在产品的基础上重组成立的传播与 help of brand to a great extent (Keller, 1993). 帮助品牌在很大程度上（凯勒，1993）。 The brand has almost been considered as 该品牌几乎已经被视为 the primary index of differentiation to distinguish the similar products between the 区分同类产品之间的分化的主索引 compe

25、titive offerings, as well as an important mark which gives a boost to the 竞争力的产品，以及作为一个重要标志，给出了一个升压 communication with consumers. 与消费者的沟通。 To constantly enhance the brand value for the sake of 为了不断提升品牌价值 achieving more mighty status, which makes it possible to maximize the 实现更强大的状态，这使得它可以最大限度地 commu

26、nication efficiency between FMCG products and consumers and discover the 快速消费品和消费者发现之间的通信效率 intersection between FMCG products and consumer demand, and thus achieve the goal 快速消费品和消费需求之间的交叉，从而实现目标 of enhancement of sales revenue and profits. 销售收入和利润的提高。 The Chinas Market Economy development in recen

27、t decades is remarkable and 中国的市场经济在近几十年的发展是显着的， attracts worldwide attention, and the development of FMCG (such as food, beverage 吸引了全世界的关注，以及快速消费品（如食品，饮料的发展 and personal care products etc.) marketing are exactly the most representative. 和个人护理产品等）的营销正是最具代表性。 Because 因为 of the large market demand, t

28、he early starting of the market, low barriers to entry and 大的市场需求，市场的早日启动，进入门槛低， the high degree of product homogeneity, FMCG industry in China has become the first 产品同质化程度高，已成为第一家在中国快速消费品行业 1 1 The brand value management in Chinas FMCG industry 在中国快速消费品行业的品牌价值管理 Y4915739 Y4915739 and the highest de

29、gree of market-oriented industry. 和市场为导向的产业化程度最高。 FMCGs 20 years marketing development and transformation are also the miniature of Chinas Market Openness and the Process of Marketization. 20年快速消费品的营销发展与转型中国的市场开放和市场化进程的缩影。 Specially, the brand value has always been considered as the important indica

30、tor to reflect the companys market growth potential and the profitability (Keller, 1993). 特别的是，品牌价值一直被 视为重要的指标，以反映该公司的市场增长潜力 和盈利能力（凯勒，1993）。 In 2008, RREEF Global Ranking Information Group and Beijing Famous-Brand Evaluation Co., Ltd. introduced the ranking of Chinas most valuable brands, and FMCG m

31、anufacturers occupied 38% of all the successful companies on the list as well as 37% of successful candidates whose brand value had surpassed the level of RMB 10 billion. 睿富全球排行榜资讯集团与北京名牌资产评估有限公司在2008年推出了中国最有价值品牌排名，快速消费品制造商 名单上 的所有 成功的公司 占 38，以及37的成功候选人其品牌 价值已超过人民币10亿元的水平。 1.1.1 Importance of the st

32、udy 1.1.1本研究的重要性 China joined in the World Trade Organization (WTO) at the end of 2001. 在2001年底，中国加入世界贸易组织（WTO）。 The entry of 进入 WTO provided a large number of opportunities and created a more open and free 世贸组织提供了大量的机会，并创造了一个更加开放和自由 market for China, in the meanwhile, it also brought about the thre

33、at and challenge for 中国市场，同时，它也带来了威胁和挑战 the domestic FMCG industry. 国内快速消费品行业。 Just as many scholars respected, a large quantities of 正如许多学者的尊重，一大批 famous national brands in China were acquired by ambitious Multinational 雄心勃勃的跨国公司，在中国著名的民族品牌被收购 Corporation (MNC). 公司（MNC）。 Unilever Group acquired the

34、 brand of Chinese Toothpaste. 联合利华集团收购该品牌的中国牙膏。 In 在 2001, French Danone Group acquired the most famous Chinese pure water brand 2001年，法国达能集团收购了中国最有名的纯净水品牌 Robust, and then purchased 50% of the stock equity of the Mongolian Cow -乐百氏“，然后购买 蒙牛50的股权， Company and 20.01% of the stock equity of Bright Dai

35、ly Milk which two milk 公司20.01的股权，光明日报牛奶，两乳 manufacturers occupied more the half of Chinese milk market. 制造商占据了中国奶粉市场的一半。 In 2003, Gillette Group 2003年，吉列集团 acquired the most famous Chinese battery brand Nanfu, and French LOreal Group 最有名的中国电池品牌南孚“，法国欧莱雅集团收购 purchased Chinese cosmetic brand Little N

36、urse. 购买中国化妆品品牌“小护士”。 In 2008, Johnson & Johnson Group 2008年，强生公司集团 completed the acquisition of the most famous Chinese cosmetic brand Dabao by 完成收购中国最著名的化妆品品牌大宝“ RMB 2.3 billion. 人民币2.3亿元。 Since then, the Chinese cosmetic market has changed to be led by 从那时起，中国化妆品市场的带领下，已经改变 foreign MNC. 外国跨国公司。 T

37、herefore, the other domestic FMCG brands which want to maintain survival or even 因此，国内其他快速消费品品牌，要维持生存，甚至 2 2 The brand value management in Chinas FMCG industry 在中国快速消费品行业的品牌价值管理 Y4915739 Y4915739 compete with the MNC brands must clearly recognize their own superiority and inferiority, as well as the

38、 gaps between them and competitive MNC brands. 与跨国公司品牌竞争必须清醒地认识到自己的优势和 劣势，以及他们和有竞争力的跨国公司品牌之间的差距。 Similarly, the significance of the brand value and the technique of enhancing the brand value should be considered as the core research field in the near future. 同样， 品牌价值和品牌价值的提高的技术的意义 应被认为在不久的将来为核心的研究领域

39、。 1.2 Research Objectives 1.2研究目标 The objective of this dissertation is to draw domestic FMCG companies attention to 本论文的目的是吸引国内快速消费品公司的注意 brand value in China, and then suggest the approaches of improving brand value for 在中国的品牌价值，然后建议提高品牌价值的方法 FMCG companies combined with Chinas market situation. 快

40、速消费品公司与中国的市场情况相结合。 The objective can be 该目标可以是 achieved by identifying the gaps between the companies under successful brand names 实现成功的品牌名称下确定公司之间的差距 and the domestic non-branded companies in FMCG industry, and by exploring the 和国内非品牌在快速消费品行业的公司，并通过探索 effective marketing techniques which is conduct

41、ed by the successful company with a 这是一个成功的公司进行有效的营销技巧 strong brand. 强势品牌。 (1) （1） Global successful 全球成功 Domestic 国内 FMCG enterprise 快速消费品企业 Gaps 差距 FMCG enterprise 快速消费品企业 The effects on 的影响 The enhancing of the Brand value of 品牌价值的提高 FMCG companies 快速消费品公司 (2) （2） Approach 1 方法1 To promote 为了促进 A

42、pproach 2 方法2 Approach 3 方法3 . Approach 方法. Figure 1. 图1。 The two objectives of this dissertation 本文的两个目标 As shown in the figure 1 above, the main aims can be summarized as two key points: 如上面图1中所示，其主要目的可概括为两个关键点： 3 3 The brand value management in Chinas FMCG industry 在中国快速消费品行业的品牌价值管理 Y4915739 Y491

43、5739 (1) the gaps between the companies under successful brand names and the domestic （1）成功的品牌下，与国内公司之间的差距 non-branded companies in FMCG industry; (2) the practicable approaches to improve 非品牌企业在快速消费品行业（2）切实可行的办法，提高 the domestic FMCG enterprises brand value. 国内快速消费品企业的品牌价值。 To examine the significant role of brand 品牌要研究的重大作用 value in improving FMCG companies core-competitiveness, there are two aspects that 改善快速消费品公司的核心竞争力的值，有两个方面是 need to be considered. 需要考虑。 One is the effect of brand value on the FMCG manufacturers, 一个是快速消费品制造商品牌价值的