| In recent years,under the background of national policy support to encourage social capital to run hospitals and continuous expansion of residents' medical and health consumption demand,China's private medical institutions have developed rapidly,especially in service-oriented specialized hospitals,where private capital plays an increasingly important role.In the face of fierce market competition,it has become the consensus of many medical enterprises to take the road of brand development.Scientific and reasonable brand valuation method is helpful for enterprises to better understand and protect brand equity.This paper summarizes the applicability and advantages and disadvantages of the existing brand value assessment methods,and combines the characteristics of the medical industry to improve the brand strength assessment system and the determination and quantification of brand impact coefficient in the Interbrand model.From the five dimensions of scientific research ability,brand leadership,brand support,service quality and growth ability,13 indicators were selected to construct the brand value evaluation model of the medical industry,and the original data were analyzed and processed using ah P,regression analysis and dimensionless methods to reduce the subjectivity of the model.Finally,based on the love's eye as the research object,to validate the adjusted Interbrand model,and the assessment results and evaluate the brand value by applying the method of income comparison,found that the results of the revised model with gap is less than the market value and use the income method to get the brand value,improved Interbrand model has certain rationality.This paper combines the characteristics of the medical industry to improve the method of brand value evaluation,and at the same time to evaluate the brand value in order to provide ideas for Chinese medical enterprises to find and explore the brand value,improve the comprehensive strength of enterprises. |
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