Study On The Establishment Of The Brand Value Evaluation Index System Of HX Shopping Mall

For the shopping center,whether the entry brand meets the consumption demand of the target group in different stages of development is the key to the successful operation by constantly adjusting the brand structure to ensure the maximization of the rental income of the shopping mall.Therefore,the operators need to make a scientific and effective choice of the brand.This paper,starting with the brand value,mainly studies how to build a scientific and reasonable evaluation system.First of all,this paper lays a theoretical foundation for the study of brand value,brand value evaluation method and brand value research.Then,a comprehensive overview of HX Plaza was carried out,and the status quo of brand selection in HX Plaza was investigated.The status survey mainly uses the questionnaire survey method.Through the analysis of the survey data,we get the main problems of the HX square entrance brand: lack of scientific management concept,the evaluation system is not systematic enough,the related supporting measures are missing and so on.Next,it puts forward the necessity of building the brand selection evaluation system: the requirements of social change,the needs of consumers,and the needs of the development of HX Plaza.Then,we use scientific methods to build a convincing evaluation system,and use the literature review method to find out 14 initial elements of brand value evaluation.Through Delphy Fa's importance screening for the initial elements,11 items that meet the requirements were identified.According to the actual situation,the questionnaire was designed and investigated.Through the analysis of 85 valid questionnaires and factor analysis method,the brand value evaluation system of HX Plaza has been formed,including 4 factors and 11 factors,which are brand identification,brand leadership,brand value,satisfaction,emotional loyalty,loyalty,cognitive preference,behavior preference,and emotion.Sense of preference,brand image,brand personality.Finally,in order to ensure the implementation effect of the evaluation system,the safeguard measures are established from the aspects of enterprise culture,learning ability,innovation mechanism and management ability.