Research On Automobile Brand Value Based On Improved Sinobrand Model

In today’s market economy environment,enterprises are required to focus on improving product quality.Products can reflect the specific image.As the key support of national policy,the development of automobile industry is steady,which plays a strong supporting role in the improvement of national comprehensive ability For some reasons,Chinese automobile brands are rarely seen in the famous world brand rankings,which affects the competitiveness and popularity of Chinese automobile enterprises in the world.Therefore,this paper focuses on the evaluation methods suitable for automobile brand value,to help enterprises enhance brand value and create a strong brand.This paper sorts out some literatures and puts forward sinobrand evaluation model which is more suitable for domestic automobile brand value evaluation.But this method has some shortcomings,combined with the specific situation and some scholars’ suggestions.Firstly,this paper uses analysis to redistribute seven factors that affect the brand strength multiplier,and uses fuzzy comprehensive analysis to determine the brand strength multiplier combined with questionnaire survey.Secondly,it adds the influence of consumers,and uses the sales volume beyond the average level of the industry to reflect its contribution to brand value,and comprehensively considers the influencing factors of brand value.Geely Automobile’s development tends to be stable.In this paper,Geely Automobile brand is selected as the case study object,and the value of Geely brand calculated by the improved evaluation model is 50.721 billion yuan,which is not much different from 53.575 billion yuan issued by authoritative institutions,and the difference is not more than 10%.Therefore,the method used in this paper is reasonable and effective.At the same time,in view of the dilemma of Geely Automobile development,this paper puts forward some suggestionswhich will help Geely Automobile develop better,realize the real value of automobile brand,and improve the international popularity of Geely Automobile brand.