Research On Brand Value Evaluation Of Small Household Appliance Enterprises Based On Improved Sinobrand Evaluation Method

With the continuous improvement of China's economic level,people's quality of life is also getting higher and higher,and small household appliances have become the most basic household consumer goods in people's lives.The upgrading speed is very fast,resulting in a steady growth in the capacity of small household appliances market and huge potential.Huge market space and high profit margins continue to attract more and more companies into the small appliance industry.At present,the domestic small household appliances market is homogenized,the innovation ability is low,and the industry competition is chaotic.It is imperative for enterprises to carry out brand construction.By selecting appropriate evaluation methods,scientific and accurate evaluation of the brand value of small household electrical appliance enterprises will not only help reduce the obstacles in the process of brand reorganization of small household electrical appliance enterprises,but also deepen the brand building of small household electrical appliance enterprises and establish good brand management.The system has a promoting role and is conducive to the healthy development of China's small household appliance industry.This paper chooses Sinobrand evaluation method as an evaluation model to improve the brand value of small household electrical appliance enterprises.The application research of Zhejiang Supor Co.,Ltd.is studied.Firstly,through the introduction of relevant theories and existing methods of brand value,the characteristics and limitations of representative brand value assessment methods at home and abroad are compared and analyzed.Then,based on the Sinobrand evaluation method,the brand advantage value was revised according to the characteristics of the small household appliance industry,and the consumer function coefficient was added to construct a brand value evaluation model for small household appliances enterprises.Finally,taking Supor as an example,using December 31,2017 as the evaluation base date,the brand value of Supor will be calculated by questionnaire survey and statistical analysis,and the evaluation results will be compared with the published BrandZ global brand value list in Supor.The brand value is compared,and the reasons for the differences in the evaluation results are analyzed and summarized.The feasibility and rationality of the brand value evaluation model of small household electrical appliance enterprises constructed in this paper are verified.