Research On The Value Evaluation Of Suning Brand

Under the trend of economic globalization,the brand has developed into an important indicator to measure the comprehensive economic strength of a company,a region and even a country.The current market competition has gradually turned to "competition with brand value as the core".However,China's research on brand value started late,and it is still in a backward position in the development of brand economy.Therefore,the evaluation of brand value has certain theoretical and practical significance.This paper first sorts out the literature related to brand value,and introduces and analyzes the popular brand value evaluation methods from three aspects: financial,market and consumer.Secondly,the most widely used Interbrand evaluation method is selected as the basis.For the retail industry,the brand power,brand strength index and quantitative method in the model are improved accordingly.The brand strength factor is adjusted and passed the questionnaire survey.Combining with expert scoring method to calculate brand strength,and selecting analytic hierarchy process,fuzzy comprehensive evaluation method and nonlinear dimensionless fuzzy synthesis method to quantify and analyze the original data,and construct a more suitable method for retail enterprise brand value evaluation.Finally,Suning is used as the evaluation object to verify the validity and rationality of the evaluation method.It provides constructive opinions on the future development of Suning brand.This article is aimed at the retail brand value,hoping to provide a multi-faceted approach to the brand value of Suning Tesco,and at the same time provide some ideas for the research of retail brand value in China.