论国内传媒主流的品牌价值评估体系的缺陷

摘要

Nowdays, the media began to use the brand value evaluation as a management tool, in the area of financial management and strategic management. But I found, at present academia and industry for direct or indirect assessment of the media brand, evaluation methods are directly applied to industrial enterprise brand, and no independent media brand value evaluation system. This shows that the essential difference between the media and the general enterprise is ignored -- this is the defect of current media brand value evaluation system. In this paper, through the method of literature review, comparative study, case study, the author analysises of the defect. In addi-tion the author invents spiritual dimension, tries to perfect the evaluation system.%如今，传媒开始运用品牌价值评估这管理工具，进行财务管理和战略管理。但是，当下学界和业界对传媒品牌进行直接或间接评估时，都直接套用工业企业品牌的评估方法，并没有建立独立的传媒品牌价值评估体系。这表明传媒与一般企业的本质差异被忽视---这正是当下传媒主流的品牌价值评估体系的缺陷。若通过“精神价值维度”，可以完善评估体系。