Research On Brand Value Evaluation Of Forestry Enterprise Basing On The Theory Of Value Construction

With the development of economic globalization and integration, the phenomenon of product homogeneity becomes obvious increasingly, consumers’considerations of selecting products will not only base on price and quality of products, but also on consumers’ consumption feeling, this will lead to the competition among the enterprises from the initial product competition level of quality, price, and service to the competition of brand and corporate image. Meanwhile, the international merger and acquisition is intensifying in recent years, which makes more and more enterprises paying attention to brand value, focusing on the objective and accurate of brand value evaluation, and keeping a watchful eye on making brand strategies and methods according to the evaluation results. The forestry enterprises in China are in this kind of economic environment, too. They must face to the competitive threat of forestry enterprises from domestic and international market, in order to be able to achieve the invincible position in the fierce competition market, discover and create their core competitiveness which is difficult to be mimiced by competitors, they must learn to use the advanced management thought and operation method, evaluate their own brand value scientificly, and can make feasible brand strategy according to the brand evaluation results.This dissertation analyzed the brand value structure and brand value sources situation of forestry enterprises deeply, basing on the theory of value structure, brand value, intangible assets and sustainable development, combined with the characteristics of forestry enterprise and present situation of their brand value, constructed the brand value evaluation system and model of forestry enterprises which include economic value, social value and biological value, and used the expert opinion method and the analytic hierarchy process (ahp) to determine the three levels weight of the forestry enterprise’s brand value evaluation model, put forward point of view that combine the government and social discipline with the objective law of value to make the brand operation decision, all that will solve the problem of the original brand value evaluation, that is, some enterprises mined forest resources excessively, ignored their social responsibility they should undertake and their obligation of protecting human ecological environment, then carried on the empirical study of Jilin Forestry Industry Group, on the one hand, that will verify the feasibility and maneuverability of the index system and model of brand evaluation, on the other hand, that will provide theoretical support and practical suggestions for forestry enterprises to make the decision of enhancing their brand value...