Brand Value Evaluation Of Multi-Category And Multi-specification Products

An enterprise will enter the mature stage after going through the establishment stage facing survival challenges,and gradually expanding and product diversification stage in order to obtain the corresponding development.With the continuous expansion of the enterprise scale,its development will gradually change from extension to connotation,extensive management to intensive management.It will be the top priority of enterprise operation to improve product popularity and high value product structure,that is,to enhance brand value.So how to measure the brand value in the process of pursuing it is the first problem that enterprises need to solve.With the development of big data technology,there have been many well-known big data companies at home and abroad,such as domestic OVI,ZhongYikang,foreign NPD,GFK and other data companies.They cooperate with all major channels to collect retail records,and transform them into structured data of the whole industry available for sale through database technology,prediction technology,etc;More and more enterprises cooperate with these companies to mine useful information from retail data.This article is mainly based on regional retail data and explores brand value performance for multi-category and multi-specification products.Firstly,we study the information that retail data can express,and select the value share that can be used to represent the scale and the price index that can represent the brand value;Secondly,it studies the overall performance of the brand.On the one hand,it studies the development law of sales share of representative scale in order to grasp the development law of scale and identify whether the promotion of brand value is at the expense of scale;On the other hand,starting from the brand price index,the development law of the brand price index is mined from the data of the previous period,the current results are predicted through the development law,the actual results after the implementation of the measures are compared,and the development situation is determined,and the judgment rules are given in combination with the predicted central value and 95%confidence interval;The overall brand value evaluation coefficient is obtained by integrating the scale evaluation coefficient and the brand price index coefficient.Finally,in order to evaluate more objectively and guide products and sales strategies towards high-value products,this article introduces research on mid to high end categories and large specification products.Based on incentive policies,we aim to improve the contribution rate of mid to high end and large specification products.We use time series ARIMA models to study their development patterns,and set evaluation coefficients by comparing predicted intervals and actual values.The final brand value evaluation result is determined by the overall brand value evaluation coefficient,the contribution rate coefficient of mid to high end categories,and the contribution coefficient of large specification products.This evaluation method incorporates scale factors into the overall outcome evaluation,while also taking into account the policy orientation of the enterprise,which has important guiding significance for enterprise management.