Research On Brand Value Evaluation Of Biopharmaceutical Enterprises

With the development of world economic integration and the growth of Chinese economy,the importance of brand value has been highlighted gradually.The high-tech enterprises,especially the biopharmaceutical industry,have accelerated the integration of industries,merged and reorganized weak competitive enterprises,and improved the core competitiveness of enterprises.The main purpose of this study is to try to establish a method for the practice of brand value evaluation for Biopharmaceutical Enterprises.Based on existing brand value evaluation theory based on research summary of brand value evaluation was explored,and the introduction and comparison of the three basic methods of asset evaluation and the domestic and foreign common brand value evaluation methods,finally determined the basic model of Interbrand evaluation method as the bio pharmaceutical enterprises to evaluate brand value.Brand is the key factor for the technology intensive enterprises such as Biopharmaceutical Enterprises to gain competitive advantage,and the value of brand depends on many factors.So,what are the factors that affect the brand value evaluation of the Biopharmaceutical Enterprises?This paper introduces the bio pharmaceutical enterprises of high investment and long period,high risk and high profit,high technology and high barrier characteristics,this paper mainly targeted from the perspective of internal and external factors of the specific factors affecting the assessment of biological pharmaceutical enterprises brand value,from national policy factors social and consumer market demand factors,industry competition factors and internal factors four aspects were found ten factors: 1.about the national policy factors are:(1)the policy of medical system reform lead to changes in the extent of the market(2)effects of policy adjustment of industrial structure;2.On the social factors and consumer market demand are:(1)the number of target customer groups changes of population aging lead(2)changes in the level of consumption and lifestyle guide Change in demand;3.the industry competitivefactors are:(1)brand market share(2)brand product quality,price;4.on their own factors are:(1)brand strategy strategy(2)enterprise financial management factors(3)enterprise market strategic factors(4)enterprise technical risk and R & D(research and development).Thus,according to the specific factors affecting the assessment of biological pharmaceutical enterprises in brand value,based on the Interbrand model,this paper also finds out the lack of evaluation of its application for bio pharmaceutical enterprises brand value,and put forward the Interbrand model used in the evaluation on bio pharmaceutical enterprises brand value.Finally,the choice of leading in cardiovascular Chinese patent medicine in bio Pharmaceutical Enterprises--Yunnan BioValley as an example for the application of optimization analysis model,and verify the optimization model of science and rationality,in order to evaluate the optimization of Biopharmaceutical Enterprises Brand Value method.Therefore,this paper optimizes the biopharmaceutical enterprises brand value evaluation methods,promote the evaluation of bio pharmaceutical enterprises brand value,has a positive influence on formulating brand strategy of bio pharmaceutical enterprises,strengthen brand building,strengthen cultural self-confidence,strengthen cultural play.