Research On Jinshiyuan Brand Value Evalution

Brand is the driving force of enterprise development,the higher the brand value of the enterprise represents the better the brand image,and the ensuing brand effect can bring more excess revenue for the enterprise.From the national level,as more domestic enterprises enhance their brand value,they will have more influence and the opportunities for their brands to enter the international market will increase,thus promoting the economic development of China.Currently,the market concentration of the liquor industry is increasing,the number of enterprises above the scale of liquor and annual production is decreasing year by year,people’s demand for liquor is still increasing,and consumer demand continues to upgrade.In this context,the market share of the liquor industry will be continuously concentrated toward enterprises with brand advantages,so almost all liquor companies are aware of the importance of brand building.Old-established liquor brands are traditional treasures of China,with their long history and culture and immortal craftsmanship,yet in reality the development of oldestablished brands is not optimistic.A value assessment of an established brand can test the construction of that brand,understand the position of the company’s brand in the market,and also uncover the deficiencies in brand construction,providing a feasible path for brand value enhancement.At present,there is no unified standard for brand value assessment methods in China,and the assessment methods of major assessment organizations are specific to all industries,but few of them are specifically studied for old-established liquor enterprises.The Interbrand method has been used and validated for many years,but since it is mostly used to evaluate well-known brands at home and abroad,some indicators may not be applicable to domestic regional brands,so this study This study improves the model by combining the characteristics of China’s longestablished liquor brands.In this paper,we improve the brand expected revenue and brand strength in the Interbrand method by constructing a hierarchical model of expected revenue through hierarchical analysis to obtain the contribution of brand to expected financial revenue,and construct evaluation indexes from three perspectives of "market+consumer+history and culture" in terms of brand strength.We design a questionnaire and use fuzzy comprehensive evaluation method and factor analysis method to process the data.The research object of this paper is Jinyuan Enterprise.Firstly,we analyze the background of the industry,market performance and financial status of the enterprise,secondly,we apply the improved methodological model to the research object,calculate the results of the brand value of the enterprise through analysis,and compare the evaluation results of other research institutions to verify the validity of the results.Finally,the research process and results are used to suggest brand value improvement for Jinyuan from both financial and marketing perspectives.