Research On Brand Value Evaluation Of State Grid Corporation Of China

In today’s society,because of the development trend of economic globalization in all walks of life continue to penetrate,the survival and development of enterprises in some extent can not be separated from the market competition,so that enterprises are increasingly aware of the importance of the brand.A good brand can not only bring huge profits,but also be able to represent the country’s comprehensive strength to be a star enterprise.With the rapid development of the market economy,as a part of the intangible assets of enterprises the role of brand deeply affects the enterprise’s innovation ability,development trend and even the pace of globalization.In the 2016,the world brand laboratory released 500 most valuable brand rankings in China and the State Grid brand value ranked first,for the 10 consecutive year to maintain growth.This situation shows that the State Grid Corp of China attaches great importance to the brand and recognition,and it is a high degree of recognition of the company’s management level and ability.Under the pressure of China’s power system reform,the State Grid Corp is still able to seek development in the changes,fully demonstrating that the company’s high attention to the brand as an important resource of the enterprise.Based on the theory of brand and brand value,combing with the present situation of China’s enterprise brand and SGCC,this paper analyzes the brand equity which has an impact on the brand value of the SGCC and puts forward some suggestions on brand building and management.This paper selects the Interbrand model to assess the value of this national SGCC brand,we constructs the evaluation index system of brand strength by adjusting the brand benefit and brand strength.We get the consumer evaluation of brand strength data in the form of a questionnaire investigation and use the fuzzy comprehensive evaluation method to quantify the strength of brand evaluation and analysis the important index in order to improve the SGCC brand value.The innovation of this paper is mainly reflected in the evaluation index system and evaluation methods.In the evaluation index system,this article will not according to the original model of the market angle index,but consider the three aspects of consumer,market and society;in the evaluation method,the evaluation not only rely on experts to score the results,but with the AHP,and fuzzy comprehensive assessment method of brand strength index,to develop a more rational direction of brand value evaluation method effectively.