The Research Of Brand Value Appraisal Of Construction Enterprise Based On Grey System

With the acceleration of global economic integration, construction industry in China achieved rapid development, its backbone position in the national economy is rising. However, Chinese construction market is chaotic, the homogenization competition is increasingly intense, consumers are lost when they face a large number of construction enterprises, and then it is become difficult for them to select appropriate construction enterprises. Construction enterprises are facing a serious challenge in China. Under this circumstance, if Chinese construction enterprises want to maintain and promote their own development in the market, they must pay attention to brand building, operation and maintenance, which is regarded as an important part of enterprise development strategies. As an important part of brand building, brand appraisal has become an important issue faced by construction enterprises. At this stage, although the brand appraisal of domestic and international corporations have been developed, the appraisal process is too complex to consuming many resources. Thus, building a simple and easy construction enterprises brand appraisal method, which is suitable for Chinese national conditions, is imperative.This thesis takes the construction enterprise brand and its value for the main study object. On the basis of analyzing the formation mechanism of brand, the forming process of brand value, and the formation of brand value, we found that construction enterprise brand value is a complicated concept. It’s difficult to identify it fully and clearly, we often master only partial information about it. However, it is consistent with characteristics of the grey system theory,which take the "part of the information is known, and others is unknown" and the "small sample","poor information" uncertain system for the study object, and then the generation of "partial known information" can develop to achieve the correct description of the system. Therefore, on the basis of research and analysis of the Interbrand method, WBL method, Brand Finance method, and on the principle of quantifiable indicators, easy accessible data, we construct a brand strength index appraisal system of construction enterprise brand from three dimensions (the enterprise dimension, the market or consumer dimension, the society contribution dimension). Moreover, on the foundation of this system, we establish a comprehensive grey system appraisal model of construction enterprise brand value. In order to maintain the consistency, objectivity and standardization of the appraisal results, this thesis is also dedicated to putting forward the conception of standard enterprise for construction enterprise brand appraisal, which is a further complement of this thesis’s brand value appraisal method. Finally, this thesis appraises the brand value of China Railway Construction Corporation, proceeding a practical application and analysis of the proposed appraisal method and verifying the practical value of the proposed appraisal method.The comprehensive grey system appraisal model of construction enterprise brand value we constructed in this thesis, can regularly conduct a comprehensive appraisal of construction enterprise brand value on the basis of grasp mass reliable history and reality data. Through this simple and easy method, we can not only reduce the cost of the enterprise brand building, operation and maintenance, but also grasp the overall situation of the enterprise brand and the weakness of the enterprise. It’s significant to clear the market position of the enterprise and enhance the comprehensive strength and the market competitiveness of the enterprise.