Brand Value Evaluation Of Construction Enterprises

In recent years,the construction market has gradually become saturated,and market competition has become increasingly fierce.Construction companies are constantly seeking new strategies and improving their competitiveness to seek development and adapt to change in a changing market.Domestic and foreign construction enterprises are increasingly connected and competitive.Therefore,the new era has put forward higher requirements for construction enterprises.It is indispensable for construction enterprises to implement new strategies,improve their competitiveness and build brand image.It is an inevitable trend for enterprises to improve their brand competitiveness.At present,many financial and financial evaluation agencies have issued different methods for evaluating brand value,conducting brand value calculation evaluations for major industries and issuing corresponding reports,and some construction companies have also participated in the evaluation.However,the characteristics of the construction industry reflected by various brand value evaluation methods are not prominent enough.For China's construction enterprises,these evaluation methods lack specificity and comprehensiveness,and there are few evaluation data reflecting the characteristics of construction enterprises.Therefore,it is important to establish a method that accords with the brand value evaluation of China's construction industry enterprises to guide enterprises to carry out brand building and implement brand strategy.Based on the comparison of existing brand value evaluation methods and the characteristics of construction industry enterprises,this paper proposes a brand value evaluation method for construction enterprises that combines market,finance and consumer perspectives,and builds brand revenue and brand strength.The index system,in order to establish a measurement model of the brand income and intensity of the construction industry enterprises,by calculating the brand income and brand strength of each construction industry enterprise,comprehensively derive the brand value of the construction industry enterprises.The case analysis of brand value evaluation of 8 representative construction enterprises in China was also selected.The research results of the paper have certain reference value for the brand construction management of China's construction enterprises.