关于tbci的企业投资价值分析——以青岛啤酒和燕京啤酒为例

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1、山东大学硕士学位论文山东大学硕士学位论文ABSTRACTBecauseoftheinformationasymmetryandthecomplexityofthemarket，themostcriticalstepofthesuccessofinvestmentistochooseanenterprisewithahigherinvestmentvalue．Asthetraditionalmethodoftheanalysisofinvestmentvalue，FinancialAnalysishasalwaysbeenfav

2、oredbythestakeholders，reflectingtheoperatingperformanceoftheenterprisebythefinancialdata．However,theeconomysituationhasshiftedfromshortagetosurplus，whichindicatesthechoiceofconsumeristheultimaterealizationofthevalueofenterpriseproducts．Therefore，onthebasisoftheFinan

3、cialAnalysis，thispaperconstructsananalysismodelofinvestmentvalue，toprovideatheoreticalbasisofchoosingasuitableenterprisetoinvestandcontrollinginvestmentrisk．Inparticular,theTBClwhichmeansTrademark’SBrandCreditIndexhasbeentakenintotheanalysismodel．Thispaperfirstlyint

4、roducestheclassicaltheoryandanalysismethodofenterpriseinvestmentvalue，andelaboratestheresearchfindingsoftherelatedarticlesofbrandinvestment．Beforebuildingtheanalysismodelofinvestmentvalue，Idiscusstheinfluencingmechanismofthebrandcreditdegreetothecorporateprofits，ent

5、erprisevalue，brandvalueandthechoiceofconsumerscomprehensively．Subsequently,thispaperillustratesthespecificapplicationofthemodelbytakingTsingtaoBeerandYanjingBeerforexample．Inthisprocess，IfirstlyanalysetheirinvestmentvaluetakingaperspectiveoftheFinancialAnalysis．This

6、includestwodimensions：theindustryanalysisandthecorporateperspective．Forindustryanalysis，Iextractfourprincipalcomponentsbyusingtheprincipalcomponentanalysistoestablishacomprehensiveevaluationfunctionofenterpriseinvestmentvaluefinancially．Fromanenterpriseperspective，I

7、comparethefinancialratiosofthembytheuseofTheDuPontAnalysisMethod．Then,Iobtainthebrandcreditindexofthetwoenterprisesandgettheinclusionofthesortorderoftheinvestmentvalue．Accordingtotheanalysismodelbuiltinthispaper'Iconcludethattheinvestment山东大学硕士学位论文valueofTsingtaoBee

8、risbetterthanthatofYanjingBeer．Illustratingthespecificapplicationoftheanalysismodelwiththisexample，ithascertainguidingsignificancefortheus