Research On Brand Value Evaluation System Construction And Analysis Of Manufacturing Enterprises

The cultivation,dissemination and maintenance of the brand is a long-term and important process.In order to explore the path of brand success,we must have an in-depth understanding of the status quo and issues of China's manufacturing brand development.Brand value,as an important measure of the level of brand development,can represent the process of brand building to some extent.Therefore,under the background of “One Belt,One Road” and “Made in China 2025”,if Chinese manufacturing companies want to promote brand building,they must adopt scientific evaluation methods to evaluate the brand value of the company.Since the 1980 s,domestic and foreign scholars and experts have evaluated brand value from the perspective of enterprises and consumers.However,because of the different research purposes and research backgrounds,scholars have different opinions on the evaluation of brand value information and evaluation methods.Based on the brand iceberg theory and brand value theory,this paper starts from the brand value chain model and brand value composition framework,and uses factor analysis,regression and cluster analysis methods to construct a brand value evaluation system that meets the development characteristics of China's manufacturing enterprises.,And through the evaluation system of the construction of the brand value of 83 manufacturing companies in China to evaluate and analyze research.Firstly,based on the definition of concepts related to brand value,the article systematically analyzes the theoretical knowledge and evaluation methods related to brand value evaluation through the analysis of existing literature materials.Secondly,based on the existing evaluation methods,using Keller's brand value chain model to analyze the source and formation process of corporate brand value,and under the framework of brand value formation,initially from the enterprise(organization),customer(consumer)The three dimensions of the market,starting from the selection of 17 indicators to evaluate the brand value of manufacturing companies.Then,the brand value evaluation system was constructed by factor analysis,and the brand value of 83 sample brands was evaluated using the regression method.Finally,on the basisof the results of brand value evaluation,the article uses cluster analysis to analyze the brand value rules and characteristics of Chinese manufacturing companies from the elements of brand value.Based on this,a total of 7 points are proposed to benefit The Countermeasures of the Promotion of the Brand Value of the Manufacturing Enterprises in China.The research conclusions of this paper mainly include the following three points:(1)The brand value evaluation system of China's manufacturing enterprises consists of brand comprehensive management capabilities,brand market profitability,brand premium ability,brand market expansion ability,brand market competitiveness,and brand culture penetration ability.6 dimensions constitute.(2)In the six dimensions,the brand's comprehensive management ability and profitability are the two most important factors affecting the evaluation of brand value.(3)Among the 83 sample brands,SAIC Motor has the highest score in brand value evaluation,and Jinlong Bus has the lowest score in brand value evaluation.As a whole,the evaluation results of brand value of China's manufacturing enterprises are all at a relatively low level.