Research On Brand Valuation Of Lao Feng Xiang

In today's world has entered the era of brand,the brand is becoming the focus of a new round of international competition in the market,gradually improve the brand in the market competition status,enterprises pay more and more attention to the value of the brand.With the rapid development of domestic economy,the consmption of jewelry products for peopleconstantly improve,high brand value of jewelry market strong brand has a guiding role for constaner,and the serious homogeneity product features make jewelry industry more dependent on the brand value,this makes the jewelry enterprise on its own brand value assessment is particulatly important.Based on the old phoenix as the research casr,carries on the brand value cvaluation.summary analysis,main factors affecting the old pboenix brand value based on theevaluation of Interbrand model,lther related theory,to improve,and the improved model to evaluate the old phoenix brand value.The article is divided into six partw.The first part elaborates the research background and significance of this paper,and puts forward the main methods and research framework used in this paper.The second part,elaborates the brand value and the jewelry industry brand value theory overview;The third part,taking theprevious cbapter as the thcorctical basis,selects the brand valoe evaluation method applicable to the jewelry industry.Ih the forth purt,the cade analysis is carried out,and thevaluc evasluation of Lao fengxiang is carried out with the improved evaluation metbod in thethird part.The fifth part,according to the result of case analysis,analyzes and evaluates it,fengxiang.In the sixth patr,the conclusions and shortcomings of the paper are summarized,and the future development is prospected.