Research On Diversification Strategy Of Brand Evaluation Development, Zhonglian Apprisal Company

The tide of economic globalization makes the competition among enterprises is becoming increasingly fierce, in order to seize the initiative in the fierce market competition, the sustainable and healthy development of the road, have to implement the diversification strategy of enterprises.Mobilize all resources diversification strategy is the enterprise effectively, develop new products or develop new business, is the diversification of products or business diversification; different products, different business needs of different market, diversified products and services will develop a diversified market. The implementation of a diversified business strategy has two main methods:one is implemented through mergers and acquisitions, big companies especially Multi-National Corporation constantly to expand product variety through mergers and acquisitions, such as Procter&Gamble Company through mergers and acquisitions to implement the diversification strategy, it can produce more than300brands of products, sales in the world more than160countries and regions. The two is through the resources, technology and capacity of the combined to research and develop new products or develop new business last year, ZTE only R&D investment funds amounted to about7000000000yuan, a variety of research and development of new intelligent mobile phone.Assets appraisal, the implementation of diversification strategy is to develop new services, will assess the business from the tangible assets evaluation, such as machinery and equipment appraisal, real estate appraisal, mineral resources assessment, extended to the evaluation of intangible assets, especially the brand evaluation.Brand equity is a valuable intangible assets, in our country the brand assets evaluation is a new appraisal business, started late, so far only a few large enterprises, large companies are well-known brands of the brand evaluation, such as:"Haier" brand in2005was assessed as70400000000yuan,"China Mobile" brand assets in2008were assessed at$57200000000, the evaluation of enterprises in our country is only very rare, many small and medium-sized enterprises never on their brand evaluation.Therefore, to assess the assets of the company, to seize the current opportunity, vigorously implement the strategy of diversification of brand assets evaluation, will undoubtedly make a correct choice of the wise.Through analysis and Research on the diversification strategy, this paper then analyzes in the market economy, brand equity is the most valuable intangible assets of enterprises, carry out the brand assets evaluation can make the enterprise total assets increased, the financial situation better, improve enterprise loans to financial institutions can force, improve the stock listing and financing ability, have important significance for the development of enterprises. Then focus on analysis and brand evaluation theory and evaluation of the universal application of the national economy in Europe and America market model:David Aike in "five-star" concept model that is composed of brand asset, brand loyalty, brand awareness, brand awareness, brand association and proprietary assets five part, made outstanding contribution for the development of brand evaluation theory the British brand evaluation mechanism; INTERBRAND GROUP in the INTERBRAND evaluation model of brand value calculation formula deduced from V=P*S, V is the brand value, P brand profits, S brand strength ratio, the brand assets evaluation to quantitative calculation by qualitative analysis, improve the scientific and reasonable evaluation result. At the end of this paper, according to the diversification strategy, the diversification strategy development of brand assets evaluation recommendations to the assets appraisal company, and puts forward specific suggestions on the implementation of diversification strategy, including construction of organization, making function strategy, the rational allocation of resources.The innovation point of this paper, one is in the brand evaluation, to use the evaluation theory and the evaluation model is widely used in Europe and the United States, but also according to the situation of our country, the evaluation model and the practical situation in our country combined, make appropriate changes to the weights in the model, and strive to make the evaluation result more reasonable and science. Two is to maintain and enhance the brand value of the assets to the enterprise to provide the reference suggestions, namely the enterprise brand construction to keep up with the national macroeconomic policy, maintain height to agree with the state’s macro regulation and control.