Study On Valuation Of Retailer Brand Value Based On The Perspective Of Consumers

Since the concept of brand value was put forward, related research has been widespread concerned in the academic and business community. Today, the world has entered the era of the brand, the competition between brands becomes increasingly fierce, the status and role of brand value are also increasingly prominent. A strong brand can bring more profits, added value and market share for the enterprise, creating excellent brand is an important way to improve core competitiveness of enterprises. Most of the scholars at home and abroad originally studied brand value from the perspective of finance and market. However, consumer perspective is the core of brand value formation, only measured brand value from the perspective of consumer, can really dig the fundamental source of brand value. Brand value is critical for attracting consumers, stimulating consumer desire to buy, and the formation of consumer brand preference, which is really important for enterprise marketing. Therefore, the study on brand valuation based on the perspective of consumers has important theoretical and practical significance.In this paper, based on the meaning and characteristics of the brand value, brand evaluation methods, consumer behavior and retailers brand value theory, using the AHP and fuzzy comprehensive evaluation method, studies the valuation of retailer brand value from the perspective of consumers. First, this paper reviews the literatures of domestic and foreign scholars on brand value, brand value evaluation model and retailers brand value factors; Secondly, the paper systematically reviews the relevant theories of brand valuation based on the perspective of consumers; Thirdly, this paper builds the model of brand valuation based on the perspective of consumers; Then, we use fuzzy comprehensive evaluation method in Changsha four retailers’ brand value. Finally, summarizes the conclusion of the paper, and puts forward the countermeasures and suggestions.The main conclusions of this paper are:(1) in the perspective of consumers, retailer brand evaluation index system consist of brand awareness, brand loyalty, product quality, service quality, environment and atmosphere quality, product association, organization association these seven dimensions;(2) according to the descending degree of importance of these dimensions, the rank is brand loyalty, product association, brand awareness, service quality, product quality, the environment and atmosphere quality, the organization association;(3) age and education level has significant influence of retailers’ brand value evaluation;(4)the four retailers’ brand value scores from high to low sequence are Friendship& Apollo, Wangfujing, Wanda and Pinghetang.The main innovations of this paper are as follows: this paper from a relatively new perspective which is consumer point of view, researches retailer brand value evaluation model, combining the characteristics of retailers, put the dimensions of store image into consumer brand valuation model. Using the methods of AHP and fuzzy comprehensive evaluation to obtain the result of four retailers’ brand value in Changsha, through comparison and analysis, in order to provide a beneficial reference for the marketing strategy of retail enterprises.