Automobile Enterprises Of Brand Value Evaluation And Analysis Research

In economic crisis background, the world of car sales is constantly increasing. In China, the auto industry also pull climb the world motor leader unfolds. 2009, China automobile reached million sales scale, and every 1,300 million vehicles of the world's leading scale.2010,January and February, our country independent brand total sales of passenger vehicles 112.48 million vehicles, independent brand total sales of cars 52.51 million vehicles. In recent years, China automobile enterprise have achieved remarkable results, but some troubled car companies haven't solve the fundamental problem, how to find a way consistent with China's automobile industry development, and will ensure that car brands in global underlines the competitive advantage, is still a current scholars and enterprise faces major issue. Compared to the China automobile enterprise brand value and international auto enterprise brand value have the certain gap , and how to effectively promote the brand construction , how to ascend and evaluation the China's automobile enterprise brand value, become the influence of China's automobile enterprise important issues and challenges.This article unifies brand theory, the brand value theory and various discipline theory summary, combining with China's economic development situation and the development features of automobile enterprises brand value for research. Building the four secondary indexes, including brand market value, brand consumers value of brand, environmental value of brand, quality and technology innovation value.18 level 3 index structure to an Auto enterprise brand value evaluation comprehensive index system. And for Car Company brand value ascension proposes the corresponding countermeasure and the suggestion.Existing brand evaluation theory research, this article through constructing auto enterprise brand value evaluation index system, adopt comprehensive analytic hierarchy process (AHP) and Delphi method unifies the evaluation method of the index of selection, comprehensive evaluation, and proving the rationality, feasibility of constructing system. Finally through the analysis in China's automobile enterprise brand value problems existing in China, and put forward the ascension of the car brand value countermeasure and the suggestion. Through research, to help the car can be enterprise to the brand value evaluation. established the status of auto enterprises in the industry's, improving consumer brand value of car understanding, make the enterprise to obtain more economic interests.