Research On Brand Valuation Of Tsingtao Brewery

Brand is a hot topic in today’s society.Now more and more enterprises in China began to pay attention to the brand,China’s consumer awareness of the brand’s choice has gradually increased,while the state and the government also attaches great importance to the development of China’s corporate brand,brand and even to the economic revitalization and national revitalization strategy height.The 21 st century,China’s brand can rise,for the majority of industrialists,research scholars attention.As a business manager,to fully understand the importance of the brand,strengthen the assessment and management of brand equity,increase brand value.The promotion of brand value has a great effect on improving the competitiveness of enterprises,promoting enterprise development and promoting enterprises to capture the market faster.The evaluation of corporate brand value is not only the need for market development,but also the need for market competition.Brand value assessment of China’s enterprises to market competition,a solid market position,to win the international market is significant.Based on the nature of the industry of Tsingtao Brewery,this paper adopts the multi-period excess return method to evaluate the brand value of Tsingtao Brewery.The article is divided nto six parts.Firstly,the research background,research significance,research methods,esearch contents and framework of the article are expounded.Secondly,the relevant theories and literatures of brand and brand value are summarized and analyzed in detail.On the basis of heory,This paper chooses the multi-period excess return method as the evaluation method of he brand value of Tsingtao Brewery,which combines the three aspects of finance,consumers and market elements,and introduces the various parts of the brand Using the specific analytical method.Fourthly,the brand value of Tsingtao Brewery is evaluated based on the multi-cycle excess return method.The future cash flow from the brand equity is measured by the multi-period excess return method.In the aspect of brand strength,questionnaire survey,analytic hierarchy process and fuzzy comprehensive evaluation The paper analyzes the brand strength of Qingdao Beer,brings these calculated data into the evaluation model,and finally draws the brand value of Tsingtao Brewery,and makes the financial meaning and data analysis according to the evaluation result.The fifth part is the brand of Qingdao Beer And some suggestions are made.The sixth part is the conclusion and prospect of this paper.This paper is the value of Tsingtao Brewery brand,and hopes to promote the brand management and promotion of Tsingtao Brewery.At the same time,it can provide the idea of brand value evaluation and other brand management evaluation for other beer enterprises in our country.