Research On The Evaluation Of Brand Equity Of Chinese Liquor Enterprises

Brand indicates the upgrading direction of supply and demand structure,and is a comprehensive reflection of the competitiveness of enterprises and even the country.At the national macro level,general secretary Xi Jinping pointed out in China’s nineteen major reports: "China adheres to the basic state policy of opening to the outside world".Enhancing the value of independent brands is an inevitable choice for Chinese enterprises to participate in international competition and adapt to international competition mode,and helps to promote the construction and dissemination of national image.From the perspective of industry,the new driving force of economic growth comes from technology intensive industrial clusters.From the micro level of enterprises,to achieve high-quality development,enterprises must promote quality change with their own brands.Brand is a kind of strategic asset,which integrates innovation,technology,quality and other elements.The evaluation of brand equity value is very important,which is mainly reflected in three aspects: first,the evaluation of brand equity value is the key link of brand equity quantification,which can improve the company’s reputation and market recognition,so as to help enterprises establish customer loyalty and pass on industrial image;Second,the evaluation of brand equity value is the core element of brand value construction,which is the power source of the core competitiveness of the enterprise,and helps to inspire the confidence of investors and employees,and realize the maximization of enterprise value;Third,brand equity value evaluation is an important measure of brand equity flow,which can provide decision support for managers to carry out brand M & A,brand extension and other economic activities.Based on the theory and quantitative practice of brand value at home and abroad,according to the particularity and development process of Chinese liquor enterprises,combined with strength evaluation and value measurement,this paper establishes a brand equity value evaluation model based on income method;To identify the key factors in the evaluation process,explore the evaluation system of brand equity of liquor enterprises;to analyze the macro environment,industry background and micro decision-making that affect the brand equity of liquor enterprises,and put forward corresponding suggestions,so as to provide new ideas for improving the accuracy and efficiency of the evaluation of brand equity of liquor enterprises in China.