The study on brand auction value effect factors

[[abstract]]近年來，品牌對企業經營的重要性已成為熱門商業的發展策略。2006年起，美國智慧資本商業銀行開始將商標作為拍賣項目，而發展出規模極大的品牌拍賣交易市場；私人股權投資公司(Racebrook)亦投資組合約150個美國著名消費產品與零售的品牌，進行拍賣活動。 過去研究對品牌權益影響因素之探討，多無法對品牌權益拍賣價值的變動，進行相關探討。因此，本研究主要著重於品牌拍賣之課題探討，包括影響品牌拍賣價值因素、建立企業心理鑑價指標與參考價，以及法拍品牌取得之比例。 本研究是經由法院公開化拍賣品牌的過程，進而探討品牌拍賣個案，並利用事件歸納法加以探討。本研究結果中發現，影響品牌拍賣因素有：品牌知名度、品牌忠誠度、品牌延伸、營業利益、知覺價值、以及組織設計等六個因素。 其中會影響企業對競標品牌之認知，與企業心理鑑價優先考量的指標比重，包括擴充力、聲望提升力、接續力與未來潛力。本研究透過上述四個指標，建立一套拍賣參考價之架構，探討品牌拍賣之價值影響因素，進而決定品牌最終的價格決定。[[abstract]]In recent years the importance of the brand of the business has become a popular business development strategy Since 2006 the American Intellectual Capital Business Ocean Tomo LLC began to mark the auction items and made a great brand to develop the scale of the auction market A private equity investment firm (Racebrook) has a portfolio of about 150 well-known American consumer products and retail brands for auction Previous studies on the impact factors of brand equity more can not change and the related discuss to the value of the auction Therefore this study focused primarily on issues of brand auction including the factors that affect the brand value of the auction set up a business psychology of valuation indicators and reference price and takes the brand to achieve the ratio method This study is the brand through the courts open auction process then the auction of brand cases and the use of induction events to be explored This result found that six factors affecting the auction brand: brand awareness brand loyalty brand extension business profit perceived value and organizational design This will affect the brand recognition of the bid psychology and business indicators to appraise the proportion of top priority including the expansion of power and prestige of lifting force connecting power and future potential Through these four indicators to establish a reference price of the structure of the auction the auction value of the brand factor and thus determine the final price of the brand decisio