Research On Brand Value Evaluation And Influence Factor Analysis Of Power Enterprises

In guiding the reform of economic system,the brand value in the "going out" and "bringing in" strategic hidden in the expansion,merger and financing activities of enterprises,especially play an important role in the power generation enterprises that facing reform and market competition.Specifically,only the power generation enterprise brand value evaluation can quantify the brand equity,in order to clearly recognize their own brand value,attention should be paid to the enterprise brand development and formulate feasible solutions for enhancing the brand value,in order to ensure the enterprises to keep the core competitiveness in the world economic arena.Through the literature analysis method,this paper summarizes the significance ground and related theoretical,which provide the theoretical basis for further research.Secondly,this paper selects the better method which suits evaluate our power enterprises' brand value called Interbrand model,and we need to improve the method by connecting with the actual situation,in order to conform to the evaluation purpose.And we will apply the modified means to a case,by contrasting the result,we can find whether the model is suitable or not.Thirdly,this paper analysis the influencing factors from qualitative and quantitative angles to complete the research process.The quantitative analysis plays correlation analysis and regression analysis by SPSS 20,which can confirm the correlation and incidence among the various factors.Finally,this paper concludes some recommendation based on analysis of the influence about brand value,which forms the brand value evaluation system including evaluation process and the function of evaluation.In this paper,the main line of research is to build power generation enterprise brand value evaluation model,with the influence factor analysis and corresponding policy for the auxiliary,and the goal is to form a relatively complete system of brand value evaluation research.The research mainly has three innovation points: first,the appraisal object.In this paper,we chose the power generation industry who faces lots of market challenges under the background of a deepen reform in electric power system,hoping to provide reference for the development of power enterprises.At the same time,this article chose the enterprise brand instead of product brand,because we can't separate the brand financial from the entire financial report.Then,the confirmation of index.This paper adopts the analytic hierarchy process(called AHP),and some object,quantitative indicators to determine seven factors in the model,which ensure the result become objectivity and accuracy.Third,the innovation of evaluation function.After the application of improvement evaluation model,this article analyzes the influence factors of brand value and puts forward the corresponding suggestion based on the evaluation results,which demonstrates the role of brand value evaluation.Above all,the research becomes a comparatively complete of brand value evaluation.