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1、山東大學碩士學位論文山東大學碩士學位論文ABSTRACTBecauseoftheinformationasymmetryandthecomplexityofthemarket，themostcriticalstepofthesuccessofinvestmentistochooseanenterprisewithahigherinvestmentvalue．Asthetraditionalmethodoftheanalysisofinvestmentvalue，F(xiàn)inancialAnalysishasalwaysbeenfav
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山東大學碩士學位論文valueofTsingtaoBee
8、risbetterthanthatofYanjingBeer．Illustratingthespecificapplicationoftheanalysismodelwiththisexample，ithascertainguidingsignificancefortheus
