Evaluation Of Enterprise Brand Value Of Tourism Industry From The Perspective Of Consumers

With the development of market economy,the importance of enterprise brand in enterprise competition is increasing day by day.The competition between enterprises is the competition between products and services.In fact,it is more the competition of comprehensive strength and the competition among enterprise brands.In a more full service industry competition,industry leading enterprises brand but also had the ability to bring excess profits for the enterprise,make enterprise in the fierce competition is in an impregnable position.Therefore,it is of great realistic significance to analyze the source of enterprise brand value and evaluate the value of enterprise brand.Academics on the enterprise brand value assessment is mainly based on the viewpoint of market and enterprise financial point of view,but in this paper,the study found that in a new era of service industry accounts for major industrial structure,the main role of the consumer,enterprise brand value assessment has been unable to ignore the effect of consumer.From this Angle,this paper studies the evaluation method of the brand value of the tourism industry,and evaluates it with the example of CYTS.First,analyze the source of brand value from the perspective of economics.This paper found that the traditional labor theory of value and not truly reflect the source of the enterprise brand value,and from the utility theory of value analysis found that the enterprise brand value,it is because the enterprise meet the special needs of consumers,consumers are willing to pay a premium,a reflection of the brand value is the price.Secondly,this paper selects the mainstream Interbrand model to evaluate enterprise brand value.The model considers that the enterprise brand value is the product of brand excess return and brand multiplier.To highlight on the formation of the brand value of consumers,in this paper,the original Interbrand model was improved,enterprise brand strength were considered simultaneously in the measure of market strength and consumer strength index,and USES the analytic hierarchy process quantitative brand excess returns.In the end,this model is used to evaluate the travel service industry.Assessment results show that the assessment base date on December 31,2016,cyts Tours company brand value of 14.481 billion yuan,the results with the world brand laboratory and Chinese brand value of the top 500 brand value assessment of the review committee points at the same time the difference of evaluation results in an acceptable range,enough to prove that the proposed improved Interbrand model for evaluating the enterprise brand value has reference significance.There are two main innovations in this paper: first,the determination of the excess return of intangible assets of the target enterprise;The second is the improvement of Interbrand model consumers' perspective.The innovation is also verified through the evaluation of the brand value of the Chinese youth brigade.