China Group Companies In The Brand Equity Of The Risk Management System Control Research

China National Aviation Fuel Group Corporation("CNAF"),Its Singapore branch have had a significant trading losses in derivatives.In order to avoid the recurrence of similar incidents,State-owned Assets Supervision and Administration Commission of the State Council("SASAC") started to focus on the central building of a comprehensive enterprise risk management system,to prevent Loss of control of risk management in the central enterprises.In today's world of globalization,the development trend of integration,in competition with foreign enterprises,more and more attention to brand,and brand strategy Started guide business strategy,brand equity has gradually started to become core assets,as one of the most valuable asset,brand equity is subject to the risk of varying degrees of erosion for the central enterprises(risk of brand identity,branding process risk,the risk decision-making brand strategy,brand asset management risk,brand risk of crisis management,etc.).Although companies can not be out to avoid these risks entirely,but by constructing an effective brand equity risk management system to control the scope and extent of some of it is feasible.Therefore, how to build an effective risk management system of brand equity has become a business and the academia need to keep the subject in-depth study.The subject of this thesis is to research the central enterprise risk management system of brand equity.First of all the brand asset management and risk management of the explanation and analysis,respectively,to draw a brand asset management into risk management in the importance and necessity;After combining with the current risk management theory as well as enterprises owned Assets Supervision and Administration of the central building of a comprehensive risk management requirements applicable to the creation of a set of brand assets of the central business system of risk management methods.Requirements of the building of a comprehensive risk management for SASAC to central enterprises that created a set risk management system method that it applies to the central enterprises.This brand equity of the risk management system includes four parts:brand equity risk management guidelines,risk management systems in brand equity,brand equity risk management organization,brand equity to evaluate the risk management mechanism.Brand Equity Risk Management System belong to the comprehensive risk management system that is a kind of detailed and in-depth for the comprehensive risk management,and that is a protection when brand equity make risks and lead to loss of control,and that is a exploratory,innovative for the corresponding system of building. This thesis is a useful exploration on brand equity in the field of risk management.