The Research On Brand Value Evaluation System Of New Energy Automobile Enterprises

After experiencing technological changes and business model innovations in the automotive industry,new energy vehicles are no longer unfamiliar to consumers.The new energy automotive industry has entered a period of rapid growth after subsidizing and vigorously promoting national policies in recent years.In 2017,the sales of new energy vehicles in China exceeded 700,000.The number of new energy auto companies is also increasing,and the giants of traditional fuel vehicles have also turned to R&D and production of new energy vehicles.In the initial stage of development,due to the protection of policies,Chinese own brands accounted for most of the market share,but as the market matured,Chinese would make it easier for foreingers to enter Chinese market.Chaning from policy support to full market competition,this inevitable must be accompanied by some foreign-funded enterprises with stronger R&D capabilities and higher brand value entering the Chinese market,which could form fierce competition to Chinese enterprises.Under this background,how Chinese self-owned brand cars win more consumers in such competition is the biggest problem that every automobile company currently faces.In "Made in China 2025 Strategy," it was clearly pointed out that China's manufacturing industry should not only focus on large-scale production,but on core technologies in key areas,increasing brand value and international competitiveness.Therefore,this article has conducted in-depth research on brand evaluation of new energy vehicles.By reading and doing research in literature review,the author systematically analyzed the connotation and origin of brand value,summarized the evaluation indicators and algorithms used by different brand evaluation methods,and finally selected Interbrand evaluation method as the theoretical basis for this study.As the object of this study is only for the new energy automotive industry,this article conducts a comprehensive and in-depth analysis of the overall development status of the new energy automotive industry,including marketing,national policy support,core technology innovation,and business models.Besides,the author also conducted an analysis of marketing and strategic development for some leading companies in the world's new energy automotive industry.Based on the research,the paper came up with the challenges and development trends the the new energy automotive industry faces.Based on the New energy vehicle industry analysis,this paper finally constructed a brand evaluation index system.In addition to the three dimensions of market,consumer,and finance,it also adds technology innovation,quality,and social responsibility according to the characteristics of the new energy automotive industry.The first-level indicators,as well as the 27 sub-indexes under the points.In the process of constructing the evaluation system,the following jobs are mainly included:1)The weights of each indicator are obtained by the expert scoring method and the AHP level analysis method.2)Use the principal component analysis method to calculate the contribution rate of brand income,and extract the contribution income brought by the brand to the enterprise from the intangible assets.3)Using a fuzzy comprehensive evaluation method,the performance of the new energy vehicle company under various indicators is obtained as a fuzzy relation matrix,and then the brand value intensity is obtained by combining the previously calculated index weights.4)Compute the brand value of NEV componies.Finally,this paper uses the brand value evaluation system to calculate the brand value of BYD Auto.and analyzes the rationality of the evaluation results.