Brand Value Evaluation Of New Energy Vehicles Based On Interbrand Model Improved

Due to the current progress in science and technology and changes in the scale of the industry,new energy vehicles have slowly entered the eyes of consumers,especially in recent years,due to the Chinese government’s emphasis on technological innovation in the new energy vehicle industry and increased government support.The new energy automobile industry is growing day by day.For enterprises,the importance and value of brands are increasing,so it is necessary to conduct in-depth exploration of the brand value of my country’s new energy automobile industry.However,the current domestic and foreign awareness system for brand value evaluation of new energy vehicles is not complete,and the seven factors in the traditional methods can no longer meet the characteristics of the new energy vehicle industry.Therefore,the improved Interbrand evaluation method is very practical for studying the brand value of the new energy automobile industry.This article explores and learns various global brand value evaluation knowledge.The traditional Interbrand model has two shortcomings.One is that the applicability of the model is too general to consider the characteristics of other industries in the market;the other is that the evaluation process is adversely affected by many subjective factors,which will cause the calculated results to be inconsistent.reasonable.First,in order to overcome the problem of excessive subjective components in the original model,in the process of determining the brand role multiplier,a combination of consumer questionnaire survey and analytic hierarchy process was used to replace the expert scoring method,and the questionnaire was used to compare consumers The influencing factors of brand value are taken into consideration,and the analytic hierarchy process is combined with it to calculate the relative weight of the influencing factors.Online and offline questionnaires are carried out at the same time to determine the part of the brand role multiplier in the model;secondly,considering new energy With regard to the characteristics of policy support and high technical requirements,the automobile industry has fully consulted relevant literature and added two factors,“national policy” and “technological innovation capability” on the basis of the original seven factors,so that the impact indicators involved are more considered.Comprehensive,the improved model is also more suitable for use in the evaluation process of new energy vehicles;finally,Tesla is selected as the evaluation case of this article to ensure that the model has scientific basis,and finally the Tesla enterprise evaluation benchmark The Japanese brand value is US$12.861 billion.In the list published by Interbrand,the brand value of Tesla’s new energy vehicles is US$12.785 billion.The difference between the two is relatively small.Therefore,it is scientific and reasonable to calculate the new energy vehicles,and it can be better used in the process of brand value evaluation of new energy vehicle companies.