Brand Value Evaluation Of Automobile Enterprises Based On Interbrand Model

Since the reform and opening up,our country’s economy develops rapidly,the people’s living standard and consumption level also improves unceasingly.At the same time,the tide of economic globalization strikes simultaneously.However,the academic and practical research on brand in our country is in the preliminary stage,people do not clearly and accurately identify the related brand value concept,so that enterprises realize the importance of brand value,but there is no clear way to analyze the influence factors of brand value,there is no appropriate brand value evaluation method to understand the brand value.Therefore,there are some misunderstandings about the way to improve the brand value of the enterpriseWith the rapid development of China’s industrial economy,China has surpassed the United States to become the world’s largest car market,but more than 60%of the market is occupied by foreign car brands.Under the background of market economy,competition between enterprises,products and services,in the final analysis,reflects the competition among brands,as an irreplaceable intangible asset,can directly reflect the business situation and profit level of enterprises,how can China automobile gain a higher market share,and quickly promote brand value is a difficult and urgent task.Therefore,it is of great practical significance to find a suitable evaluation method to evaluate the brand value of automobile enterprises in China.Based on the previous research results,the method of brand value evaluation of Interbrand model is improved and optimized.This paper will consider the product consumer factor of the enterprise on the basis of the market factor and financial factor of original model.Therefore,adding consumer factors is very suitable for the improvement of our country’s National conditions,and combining with the impact factors of the brand value of our country’s automobile enterprises,the method of questionnaire survey can improve the scientific and reasonable value evaluation of our automobile enterprises.This paper applies the evaluation method of the new optimization model to the evaluation process of brand value of SAIC group limited company to determine the contribution of the brand value of SAIC group to the enterprise.The new method is used to determine the brand action index and brand strength.The improved model is used to evaluate the brand value of SAIC GroupAccording to the analysis of the theory and the actual data,we can get the relevant conclusions about the evaluation of the value of automobile enterprises in our country.