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題名 | 品牌資產與經濟附加價值之關係研究--以高科技產業公司為例=The Study of Relationship among Brand Assets and Economic Value Added in High-Technology Industry |
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作者 | 蕭友華; 黃德舜; 嚴仁鴻; | 書刊名 | 中小企業發展季刊 |
卷期 | 8 2008.06[民97.06] |
頁次 | 頁125-159 |
分類號 | 494.7 |
關鍵詞 | 品牌資產; 品牌評價; 經濟附加價值; 高科技產業; EVA; Brand asset; Brand valuation; Economic value added; ROE; High technology industry; |
語文 | 中文(Chinese) |
中文摘要 | 本研究主要探討高科技產業公司之品牌資產與經濟附加價值(Economic Value Added,簡稱EVA)之關係,以自有品牌為經營方針之台灣上市上櫃資訊電子業作為研究對象,研究期間為1992至2003年。隨著全球經貿環境的改變,品牌正逐漸躍升為企業最重要的資產,但品牌資產至今仍無法充分地被揭露、評價方法也受評估者主觀知覺的影響,無法客觀衡量真正的品牌價值。本研究採用學術界廣泛被運用的Interbrand 公司之品牌評價模式中的領導地位、穩定性、支援與保護四個構面來衡量高科技產業公司品牌資產,並以多位學者認為異於傳統且較能反映企業真實價值的經濟附加價值來衡量企業績效。研究結果顯示,在三種經濟附加價值的算法中,EVA1、EVA2與EVA3之實證結果皆優於股東權益報酬率(Return on Equity,簡稱ROE)以及資產報酬率(Return on Asset,簡稱ROA),與多位學者研究相同。以EVA3計算出來的經濟附加價值與高科技產業公司的品牌資產的四個構面變數皆呈顯著相關,由此可見,計算經濟附加價值時有包含約當權益調整項與經濟折舊調整項,較能反映高科技產業公司確實的企業經濟附加價值。依本研究結果,高科技產業公司的品牌資產之「領導地位」構面(銷貨收入)與「保護」構面(商標數)以及「支援」構面(廣告密度)三者都與高科技產業公司的經濟附加價值有顯著正相關,是以高科技產業公司在追求企業價值時,可著重在銷貨收入、廣告密度及商標數上的經營,以創造其品牌價值。 |
英文摘要 | The object of this paper is to exam the relationship between the brand assets and Economic Value Added (EVA) of high-technology industry. In recent years, the brand gradually becomes the enterprise's most important asset, and the enterprise should properly manage and positively create the brand value in today's competitive global marketplace. The economical added value can reflect the enterprise's real value in appraisal method. The samples of this study are 200 listed and OTC companies in Taiwan, with period from 1992 to 2003. The finding is that "leadership," "stability," "protection" and "support" dimensions have the positive relationship with the Economic Value Added. The suggestion is that management may focus on sales revenue, advertisement density and the brand protection to achieve better firm performance, especially EVA, in high-technology industry. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。