A Study Of The Time-Honored Catering Brand Valuation-Based On The Improved Interbrand Model

The twenty-first century is the era of brand economy,brand consumption is becoming a major way of the global wealth distribution.Developed countries rely on their own great advantages in science and technology,economy and politics,and bring the wealth of developing countries to large-scale transfer to the developed countries rapidly through the open market and brand drive.Therefore,a high degree of vigilance in the transfer of brand wealth,the implementation of national brand strategy without delay.However,how to build a world famous brand with international influence has become a key and difficult point for China to implement the national brand strategy.The time-honored brand has survived 100 years of baptism,has a modern brand can not cross the edge,revitalize and develop its world famous,is an important breakthrough in the implementation of national brand strategy in China.Catering industry as Chinese Ministry of Commerce identified the old one of the four major industries,the largest proportion of its brand,the longest history,this paper selects the time-honored brand in catering industry as the research object.Through the research on the existing literature,it's found that the research on the old and famous restaurants is mainly focused on the analysis of the operating situation and the development strategy,rarely involved in the field of brand value evaluation.The existing brand value assessment method used in the time-honored catering brand value assessment,there are more obvious limitations.First,the lack of comprehensive perspective on the brand value assessment,the vast majority of the evaluation method focuses on a single perspective,and the most authoritative Interbrand model also lacks the consumer perspective considerations;the second is the lack of analysis of industry characteristics,industry factors affect the brand value,but the vast majority of assessment methods are ignored this factor.Which led directly to the time-honored catering brand value has been seriously underestimated.This paper focuses on the analysis of the catering industry characteristics,and builds a brand value evaluation model suitable for old and famous restaurants.First,this paper focuses on the old and famous brands in the catering industry compared to other sectors of the old brand,ordinary restaurant brands in particular,and analyzed the value of long-established brand catering brand.Then,based on the above analysis,this paper improves the Interbrand model,mainly in the brand strength index system design and quantification of these two aspects.In the design of the brand strength index system,the brand value of the old and famous restaurants is evaluated by considering the market factors,consumer factors and social and cultural factors,and integrating the financial,market and consumer perspectives.On the quantification of the brand strength index system,comprehensive use of expert scoring,analytic hierarchy process,fuzzy comprehensive evaluation method,and strive to qualitative analysis and quantitative analysis combined to minimize the subjective judgments on the brand strength of the evaluation of the adverse effects caused by the evaluation.In order to verify the accuracy and operability of the established brand value evaluation model,this paper takes Quanjude as the brand value evaluation object.Through the study found that the use of the model built in this paper can be more comprehensive and accurate evaluation of the intrinsic value of old brand restaurants.At last,this paper expounds the conclusion,shortcomings and suggestions.