Study On The Brand Value Evaluation Of Dairy Enterprises From The Perspective Of Consumers

As the process of economic globalization continues to develop,competition among enterprises has become fierce.Brand has become more important for enterprises to enhance international competitiveness.Brand value reflect company’s operating conditions,market possession and future development trends.Therefore,ensuring the effectiveness of brand equity assessment results and optimizing corporate brand management has become a major challenge for Chinese companies.This paper aims to establish brand equity evaluation model based on the consumer perspective by comparing the existing research results and absorbing the merits.It also combines the characteristics of China’s current industry environment and brand development to adjust and optimize the model.It divides the value calculation of brand assets into three aspects: corporate income,brand contribution rate and consumer action coefficient.In determining the company’s earnings,the weighted average profit margin for the past three years is multiplied by the sales revenue of the past year.In determining the brand contribution rate,the consumer’s point of view is introduced through questionnaires to derive the influence of the brand on consumer purchasing decisions.When determining the coefficient of action of the consumer,the evaluation index system of the consumer’s coefficient of action is first determined,and then the consumer’s opinion is converted into a quantifiable value by the fuzzy comprehensive evaluation method.After the evaluation model is established,the research object is selected for market validation.This paper analyzes the scope of application of the evaluation model and selects the dairy industry with strong brand influence.In the selection of the leading enterprise,Yili,as the case study object,the value of the brand equity of Yili is calculated as 39.785 billion yuan.Finally,the evaluation results are compared with the results published by authoritative media,and the rationality of the evaluation results in this paper is analyzed.The brand value evaluation model in this paper is based on the existing evaluation model.It fully considers the characteristics of the current dairy industry: short development time,weak foundation,market fragmentation,product homogenization and so on.Therefore,the model in this paper can provide some reference for the brand equity evaluation and brand management of the dairy industry.