Research On Brand Equity Evaluation Of Private Education Enterprises In China

In recent years,China's private education industry has achieved fairly fast growth,gradually formed a sunrise industry which covers children education,tutoring,IT,accounting and other professional training,language training,Enterprise management training.Due to the serious homogenization of curriculum and the difficult innovation of the teaching method,China's private education industry has entered an era of relying on brand to achieve market competitiveness.Thus,the brand asset increasingly becomes the most valuable asset of the private education enterprises.In order to measure the market competitiveness of the private education enterprises,it is vital to appraise the brand asset valuation scientifically and rationally.Firstly,on the basis of identifying the concepts of the private education enterprises' brand asset etcetera and analyzing diverse assessment methods at home and abroad,the paper choose the classical Interbrand appraisal model.Secondly,the paper analyzed the status and characteristics of the brand asset of the private education enterprises,and improved the Interbrand brand evaluation model.There are two aspects of the improvement: On one hand,to a certain extent,it is more objective for using the method of AHP to determine the brand index;On the other hand,currently,the private education enterprises have basically formed synergetic development of online education and offline education.On analyzing the brand situation of online education and offline education,the two show different brand strengths.The paper calculated their brand strength respectively,and made the average of their figure to be the brand strength multiplier of the private education enterprises,thereupon improved the method of calculation of the brand strength multiplier,making the evaluating results more practical.Finally,the paper verified the feasibility and rationality of the improved model by XDF's brand asset appraisal.