| As 21 st century is a brand-prevailing century, it plays a great role in developing brand economy to study brand value. And China Time-honored brands, nurtured from China’s long history, have built high brand value, won a good reputation and accumulated invisible and inestimable wealth, which is hard to be surpassed by modern brands. Therefore, to push brand valuation is of theoretical as well as realistic significance to implementing brand strategy and developing brand economy. As the advantage in brand competition and the key to gain profits for a long time, the valuation of time-honored brand requires to identify where its value comes from. Like other brands, to win customers’ recognition is the only way to build up one’s brand value, which is especially important for the time-honored brand. Therefore, this thesis selects brand-loyalty as a main object of study on time-honored brands’ valuation.Meanwhile, many of Chinese brands’ valuation including the time-honored brands,one apply foreign valuation method, thus neglect the influence from their own industries. In fact, to value a brand according to the characteristics of its industry embodies its value more.This thesis studies the valuation about time-honored brands on the basis of brand-loyalty. And with the consideration of influence from industry, it selects traditional Chinese medicine as the object of study to study the relation between the brand and its customers’ loyalty. The thesis sets up a brand loyalty index system to measure customers’ loyalty to time-honored brands. And it sets up a evaluation model with the results of loyalty index system. This model refers to finance, market and customers. To set up this model, the thesis uses AHP, fuzzy synthetic evaluation method and questionnaire method, and cites Zhejiang Zhen Yuan tang(a traditional Chinese medicine company) as an example to analyze the advantages and disadvantages of this model.There are three innovations in this thesis. The first is the innovation of perspective. The thesis sets up new brand-loyalty measure system to intensify the effects of customers’ loyalty in time-honored brands valuations. The second is the innovation of object of study, different from former valuation about without consideration of effects from industry, this thesis studies valuation about traditional Chinese medicine in the light of the characteristics of industry. The third is the innovation of research methods. This thesis uses AHP, questionnaire method, Fuzzysynthetic evaluation method as well as gray prediction to get and analyze data, in the meanwhile, it is an innovations on the way to Calculate related parameters. |
