Research On Interbrand Model Dairy Brand Value Evaluation From The Perspective Of Consumers

With the continuous development of the world economy,since the 21 st century,the concept of brand has gradually become the content of enterprise development,and brand competition has become an important part of competition among enterprises.The core competitiveness that brand value brings to the enterprise is that the company cannot replace the competitiveness improvement by improving the product quality,sales price and market share.A good brand image not only enhances the company's visibility,but also increases the company's product sales and market share.It can influence the management and development of the company.At the same time,a good brand image can bring more loyal customers and better employees to the company,laying a foundation for the long-term development of the company.For China's dairy industry,brand equity plays an irreplaceable role in the realization of corporate excess returns.After the 2008 melamine-tainted milk powder incident,consumers have a serious crisis of confidence in the Chinese dairy industry.In the next ten years,consumers have turned to the purchase of foreign dairy brands because of their distrust of Chinese dairy products.China's dairy industry must not only face the strong competition of foreign dairy brands,we must re-establish the brand's comprehensive construction and establish A good corporate image that conveys more information to consumers.In order to gain a leading position in the Chinese dairy market,dairy companies must pay attention to the study of brand value and give full play to brand benefits to achieve excess returns on intangible assets.However,most research on the value of Chinese brands is still at the stage of evaluating or improving the foreign brand value assessment model.Due to the different corporate environments,the brand value assessment indicator system may not be applicable to various industries.Therefore,based on the domestic and international brand value assessment methods,this paper attempts to combine the development status of China's dairy industry.Taking ——Taking Yili Dairy as an Example Yili Dairy as an example,the related theory and evaluation of the brand value of the company are studied from the perspective of consumers.The research in this paper can be divided into six parts:The first part is an introduction.The introduction part mainly elaborates the research background and research significance of this paper,and introduces the research ideas and research methods of this paper,as well as the possible innovations of this paper.The second part is a literature review.By analyzing domestic and foreign literature on brand value,we have compiled research on brand equity and brand value evaluation.The third part is the choice of dairy brand value assessment methods.Based on traditional and modern brand value assessment methods and models,this section analyzes the similarities and differences between traditional brand value assessment models and modern brand value assessment models.Through comparative analysis of various evaluation methods,it is determined that the Interbrand model is suitable as an improved basic model of milk brand value..The fourth part is the improvement of the value evaluation of the Interbrand model dairy brand from the perspective of consumers.This part first analyzes the necessity of improving the traditional Interbrand model from two aspects,points out the rationality and significance of the brand value research from the perspective of consumers.In addition,the Interbrand model is improved with the development characteristics of China's dairy industry.First,use the AHP method to quantify the brand power index and separate the excess returns generated by the brand from the comprehensive income of the intangible assets.In addition,the influence of subjective factors of expert scores used in Interbrand model is reduced,and the objectivity index of the model is improved.Secondly,the brand strength index system is improved from the perspective of consumers,and the questionnaire is taken on the information of consumers' perception of brand intensity.The form of the survey is to improve the unity and subjectivity of the Interbrand model in the evaluation index.Finally,in the quantification of the brand multiplier,the fuzzy comprehensive evaluation method is used to reduce the subjectivity of the expert scoring method and improve the objectivity of the evaluation result..The fifth part is the case study.This section selects Yili Dairy as a case,and applies the improved Interbrand model based on the consumer perspective to the brand value evaluation of Yili Dairy,and evaluates the brand value of Yili Dairy on December 31,2017 as 4.68 billion yuan.It is compared with the evaluation data of Yili dairy brand value issued by third-party authorities,and analyzes the reasons for the difference between the two,and puts forward suggestions for improving the brand value of China's dairy industry.The fifth part is the conclusion and outlook.According to the evaluation results,the Interbrand Dairy brand value evaluation research from the perspective of consumers refines relevant conclusions,summarizes the inadequacies of the improved model and prospects for future related research.