The Research On Application To The Evaluation Of E-business Enterprise Brand Value

Nowadays,with the rapid development of China's e-business,compared with other industries,competition is increasingly fierce in the e-business market,the e-business market has a higher uncertainty and a lager fluctuation.In the condition,the brand value of e-business enterprise is difficult to determine and high-cost.Due to these character of the e-business enterprise,it is difficult for the traditional method to measure the brand value of the e-business enterprise,therefore,we will to adjust the traditional evaluation model,in order to ensure the new evaluation method can measure the brand value more scientifically and objectively.The article consists of six parts.The first part introducts the research background,which states the development situation of e-business industry and the present situation of brand management in our country,and elaborates purpose and significance of the research;After looking up a lot of literatures,the article summarizes current situation value of e-business enterprise,and summarizes the connotation and the components of e-business enterprise brand value,including the factors which influence brand value of e-business enterprise,this paper states that the e-business enterprise brand value is derived from the cost of brand and added value,witch lay the foundation for building evaluation model of e-business enterprise brand;The third part states and appraises the current mainstream evaluation model for the brand value evaluation,the evaluation models based on market factors and evaluation models based on consumer factors and evaluation models based on financial factors;The fourth part explains the details of Interbrand evaluation model,and adjust the model.When it comes to the adjustment,profit forecast for the brand products,brand effect coefficient,and brand strength need to be reconsidered;The fifth part,in order to make sure that the adjusted evaluation model is applicable,the article applied the adjusted evaluation model to Tiantianmai e-business enterprise brand value;The sixth part summarizes the research contents,and look forward to the theory,model and practice of brand valuation,after that,the part appraises the adjusted evaluation model,and comes to conclusions: the brand value evaluation has a positive effect on enterprise's financing activities,business activities and industrial innovation;Using analytic hierarchy process(ahp)can escape the problem that there is no database witch is cover benchmark information of all walks of life.According to quantitative and qualitative indexes and their weight,the measure of brand strength with grey clustering analysis can largely reduce the subjectivity of expert scoring,therefore,this evaluation model is feature with simple calculation,strong operability.