Research On The Brand Value Evaluation And Building Of The Domestic Mobile Enterprise

The mobile phone has become the most favorite electronic consumer products whichattracts public attentionwiththe continuous development of science and technology and thepopularity of mobile phones in Chinese nationals. Chinese mobile phone enterpriseshavebecome one of the most important industries in our country with the development of20years.China has also become the world’s largest mobile phone shipments market with theacceleration of the process of the global economy integration and the growing popularity ofthe application of science and technology of the smart phones.However, the domestic mobilephone enterprises survive in the unstable environment at the cusp with the intensifiedcompetition in the mobile phone market, which the domestic mobile phone enterprises need toenhance many aspects.Brand value can bring additional revenue businesses as an important part of intangibleassets as well as the intent factors and behavior for consumer to buy the product.It is also thefocus of the research technique and enterprises with the development of the economicglobalization. In this paper, the result of the brand and the brand value theory developmentare studied and discussed, and it is analyzed for the domestic and foreign scholars on thebrand value evaluation methods and reference model. The detailed results can be selected inbuilding brand value evaluation system through the combination of these theories andresearch method. This article next describes the formation of Chinese mobile phone marketand enterprises, and the status of its process. Chinese mobile phone companies are still lack ofsuperiority in terms of construction of the brand value compared with the internationallyrenowned mobile phone companies such as Samsung, Apple. Therefore, it is the mostimportant thing to enhance the brand value of domestic mobile phone enterprises on theexisting basiswhich impactsthe domestic mobile phone enterprises to become excellent andenhance the status.For all aspects of the existing study of brand valuation, this paper analyzes the course ofthe development of the domestic mobile phone enterprises, currenteconomy situation, theinside and outside environment, the consumer preferences and the existing problemsduringthe construction of brand value, combined with the Delphi method and quantitative andqualitative analysis to construct the domestic mobile phone integrated system of corporatebrand value evaluation. Then, we establish each index in the evaluation system with AHPmethod and put XiaomiCompany as an example into the domestic mobile phone brand valueevaluation system with cloud center evaluation method to analyze against the advantages and problems of Xiaomi in building brand value. Finally we summarize the suggestions andcountermeasures to enhance the value of mobile phone brand, which strives to make thedomestic mobile phone enterprises take the initiative and advantagein the development andthe fierce international competition market in the future.