Research On Brand Value Evaluation For Real Estate Company

Real estate industry is an important backbone industry of the national economy, with the government's series of regulation policies in the real estate industry, Real estate industry began to be normative.It can help real estate enterprise build their brand, real estate industry will start into brand competition era. So making evaluation to the brand value of real estate on real estate appears very important, it can not only help real estate enterprise building its own brand, but also lead its to a right direction.Through reading a lot of literature, this article gives a clear classification and comparison about the definition of the brand value, and plays an important role for the evaluation of brand value. Meanwhile evaluation methods of brand value are classified into cost method, market method and the method based on consumer. By comparing the three evaluation methods, combined with the characteristics of China's real estate enterprises, based of the views of consumers and market, this article design a new evaluation method of brand value to be fitting for China real estate enterprises.This article adopts the ideology of multiple income. Firstly, Using brand excess profits of enterprises added to determine brands' profits. Then it uses the real estate brand strength to measure the continuity of the ability of making added benefit, which is represented by real estate brand multiply. Lastly multiply a current real estate brand excess profits and real estate brands' multiply, namely for real estate brand value. In the calculation of the profits for enterprise contribution brand, this article uses the projects' added profits to replace the brand reaction index, which rule out subjective evaluation component, thus make the assessment results have grater accuracy and comparative.This article made major improvement on measurement index selection of real estate brand strength. Through reading the literature and interviewing businesses and consumers, this paper present 8 dimensions and 24 concrete to measure the brand strength of real estate based on the perspective of consumers. And this article uses the fuzzy comprehensive evaluation method to determine the weights of the real estate brand strength index system. Through factor analysis, index system has good reliability and dimension.Finally, this article chose Central China Real Estate limited as an example to make empirical analysis, it show that the model designed by this article is practical.