Research On Brand Valuation Of Alibaba

Brands which create unique value are core competence enterprises can rely on in the21 st century. Along with amounts of mergers and acquisitions all over the world, research on valuation of brands which is one of the vital important intangible assets has carried out. The study on brand value and valuation on different industries developed in academia. There are many assessment approaches already,such as Interbrand,Brands,Financial World. Assessment agencies release ranking lists on brand value around the world annually.Rapid development of E-business, as emerging industry in the 21 st century,has draw much attention. However, theoretical researchs on E-business are not entirely due to the shorter history. Besides relevant system, laws and regulation not sound enough and study on brand valuation of E-business are few. Therefore, take E-business industry as study background,this paper establishes brand valuation model on the characteristic on E-business brands,like fast speed of spreading, short developing process,more convenient to interactive with consumers compare to the brands of traditional enterprises,through analyses on the characteristics of E-business brand,and take Alibaba as study case, make suggestions on brand management and brand value promotion based on the valuation results.Alibaba,as the biggest enterprise in E-business industry in our country,is often taken as research object. Brand valuation on Alibaba not only can define facts that may effect E-business brand value and provide a reference for brand valuation of similar enterprises in the future but also make investors and customers have a better understanding of the enterprise in the IPO process of Alibaba. The leadership can also distribute resource rationally and brand management effectively.