Research On Evaluation Of Internet Enterprise Brand Value Based On Improved Interbrand Method

Nowadays,information technology is changing with each passing day,and the Internet wave is sweeping across the globe,leading to new changes in the global economic and social development model.More and more Internet companies have extended their corporate vision to contact points of various brands,fulfilling and conveying brand promises and establishing a good brand image.As an intangible asset of Internet companies,brands can bring additional economic benefits beyond the material products to enterprises.It is an effective way to help enterprises maintain competitiveness in the consumer market,and is an effective way to help enterprises release potential value outside the main business.The establishment and maintenance of the brand image can bring brand value to the Internet enterprises.The quantitative management of this part of the value can bring other positive economic impacts to the enterprise.For example,the brand value can affect the overall valuation of the Internet company^listing,and the enterprise obtains.The possibility of financing,etc.Therefore,the evaluation of the brand value of Internet companies is particularly important.This thesis takes the brand value of Internet companies as the research object,combines the Internet companies themselves and their brand characteristics,and makes improvements and innovations based on the Interbrand evaluation method.In the selection of evaluation indicators,this thesis chooses the financial indicators of the economic value-added of Internet companies,and the consumer measurement index of brand influence index,which influences consumers' purchasing decisions,and comprehensively forms the parameters for evaluating brand income.At the same time,this thesis will measure the brand strength that affects the brand value factor as an evaluation index,and innovatively develop from the four dimensions of product,consumer,brand status and corporate social responsibility,and construct a brand strength evaluation system.In the processing of evaluation data,the questionnaire survey results of brand force index use SPSS software to test the reliability and validity,and carry out multiple linear regression analysis to get the influence of brand in consumer purchasing decision.In the results of the expert evaluation of the brand strength evaluation system,the combination of the entropy weight method and the cloud model is used to realize the mutual transformation between the qualitative evaluation index and the quantitative representation of the data.Finally,the empirical analysis of Tencent's actual situation is carried out to verify the feasibility and effectiveness of the Internet enterprise brand value evaluation model constructed in this paper.