Real Estate Brand Based On BVA Method Value Assessment Study

After years of development,the real estate industry has now become a pillar industry of China's national economy.Although the golden era of the real estate industry has passed and entered the silver age in 2013,the popularity of the property market continues unabated.In recent years,the state has frequently introduced regulatory policies,and the development of the real estate industry has also gradually stabilized.With increasingly fierce competition,the degree of homogeneity of products has become higher and higher,and companies have gradually realized that the key to the success of modern enterprise competition lies in brands.The real estate business brand and other consumer goods brands are very different and have their own particularities.Therefore,the assessment of the brand value of real estate companies can not completely duplicate the brand value evaluation method of general products,and a suitable assessment method must be developed based on the characteristics of real estate brands.This article starts with the connotation of the brand,and defines the connotation and particularity of the brand of the real estate company.Then it introduces some of the well-known brand valuation models at home and abroad to understand its advantages and disadvantages,integrates the market conditions of the Chinese real estate industry,and closely focuses on real estate.The theme of corporate brand valuation is to establish a relatively simple and objective real estate company brand value evaluation method.The evaluation method established in this paper is based on the three indicators of the company's excess returns,brand performance index and brand strength to assess the real estate company's brand value,and the brand value evaluation value is the multiplication of these three indicators.Calculate the enterprise's excess return by using the company's main business income and the after-tax operating profit rate to calculate;use the product premium method to determine the proportion of the excess return from the brand in the excess return;Intensity quantification was determined using a questionnaire survey method and a fuzzy comprehensive evaluation method.The brand multiplier was calculated by using the S-curve of the Interbrand method according to the quantified results of the brand strength.At the end of this paper,the brand value of Vanke real estate company was determined using the model constructed in this paper.The assessment results are different from Vanke'sbrand value in the "Top10 List of Chinese Real Estate Brands Research Values-Top10 Enterprise List" released by China Index Academy,which is 24.55% of the value;and "2017" jointly issued by China Real Estate Industry Association and China Real Estate Testing Center.The brand value of Vanke in China's real estate company brand value evaluation results is a difference of 10.22%.Therefore,the evaluation model constructed in this paper is feasible.The method constructed in this paper can be used to self-test the brand value of real estate companies,which will help the company to strengthen brand management.