Research On The Evaluation And Improvement Strategy Of Migu Video Brand Value From A Consumer Perspective

With the continuous development of online audiovisual products,the number of online audiovisual users in China has reached 1.04 billion,surpassing instant messaging and becoming the largest internet application in China.For the integrated video industry,they form a brand effect based on the user base and market influence accumulated on their own platform,representing the comprehensive image of the platform and the enterprise,and determining the long-term competitiveness of the enterprise.As an important intangible asset of an enterprise,a good brand can naturally bring excess returns to the enterprise,conveying the message of good business operation to users and investors.Brand value evaluation has also received widespread attention from scholars.On the one hand,brand value evaluation can help brands sort out the value of the brand and the gap with similar brands,so as to have a clear understanding of the situation;On the other hand,brands can also understand the urgent parts of their own brand that need to be improved through the specific steps of evaluation,providing ideas and planning directions for the long-term development of enterprises,and having long-term reference significance for enterprises to enhance their brand strength and comprehensive strength.Firstly,by reviewing and organizing the research on brand value by domestic and foreign experts and scholars,the text aims to find relevant literature and research results that are close to the methods of brand value evaluation and Interbrand brand brand value evaluation models for Chinese internet enterprises.Introduced the basic theories of brand and brand value,defined their respective connotations,introduced representative brand value evaluation methods at home and abroad,and conducted corresponding evaluations.Based on the different methods-cost method,market method,and income method-traditional evaluation methods are introduced,followed by a focus on modern typical evaluation methods.Based on the different perspectives-enterprise based evaluation methods and consumer based evaluation methods,through the comparison of different evaluation methods,it is concluded that modern brand value evaluation should consider the comprehensiveness of the evaluation more,From a comprehensive perspective,construct a brand value evaluation model suitable for integrated video enterprises in the Internet era.Next,on the basis of existing scholars’ research on evaluation improvement methods,we attempt to explore new model construction ideas.We use the traditional Interbrand model as the modified object,improve it into a new model based on consumer perspective,and select Migu Video as the case study object for brand value evaluation in this article.We also propose targeted suggestions for the brand to enhance its brand value thinking,And at the end,summarize and prospect the entire article.On the basis of previous research by scholars,this article combines the characteristics of the industry itself,improves the model,and introduces a consumer perspective.In terms of brand strength,it is divided into market strength and consumer strength,and in terms of market strength,the quantification of transformation factors is achieved to achieve the conversion of qualitative and quantitative indicators;In terms of consumer intensity,describe the brand cognition,brand attitude,and brand behavior from three aspects,invite random consumers to evaluate,and use fuzzy comprehensive evaluation method to quantify the scores.The Analytic Hierarchy Process(AHP)is used to determine the brand impact index by separating the benefits brought by the brand from the precipitated benefits,which to some extent avoids the subjectivity brought by expert scoring in the evaluation results.Finally,based on the specific evaluation process of the new model,identify brand weaknesses and provide feasible ideas for enterprises to enhance brand value in a targeted manner.I hope that through the research in this article,we can provide some reference and significance for the brand value of different types of industries in the context of the Internet.