基于Hirose模型的旅游类上市公司品牌价值分析
Analysis of Brand Value of Tourism Listed Companies Based on Hirose Model

本文以我国旅游类上市公司为研究对象，将45家旅游类上市公司根据其主营业务类别进行分类，并选取了10家不同类别的旅游类上市公司，运用HIROSE模型对其2015~2021年品牌价值进行评估以及排名分析。结果表明：房地产投资类旅游企业和酒店类企业品牌价值排名靠前，但在2019年由于新型冠状病毒疫情爆发后，对于酒店类旅游企业以及旅游综合类企业冲击较大，例如锦江酒店和中国中免，其品牌价值下降幅度较大。价格动因是品牌价值的主要驱动因素，扩张力动因和忠诚度动因的影响程度虽弱于价格动因，但其对旅游类上市公司品牌价值的重要性仍不可忽视。旅游类企业可以通过优化价格体系、建立健全营销体系、加强品牌形象的塑造和宣传等方法来提高品牌价值，增强自身竞争力。
This paper takes China’s tourism listed companies as the research object, classifies 45 tourism listed companies according to their main business categories, selects 10 tourism listed companies of different categories, and uses HIROSE model to evaluate their brand value and rank them from 2015 to 2021. The results show that the brand value of real estate investment tourism enterprises and hotel enterprises rank top. However, after the outbreak of the novel coronavirus epidemic in 2019, the impact on hotel tourism enterprises and comprehensive tourism enterprises is relatively large. For example, Jinjiang Hotel and China Central Exemption Group, their brand value has de-clined significantly. Price motivation is the main driving factor of brand value. Although the influ-ence of expansion motivation and loyalty motivation is weaker than that of price motivation, their importance to the brand value of tourism listed companies cannot be ignored. Tourism enterprises can improve their brand value and enhance their competitiveness by optimizing the price system, establishing a sound marketing system, and strengthening the shaping and promotion of brand image.