Research On Brand Value Evaluation And Application For Poly Real Estate

The real estate industry has always been in a pillar position in China's economic industry.In recent years,with the gradual improvement of the maturity and concentration of the real estate industry and the increasingly fierce competition in the industry,the value of corporate brands has gradually emerged.The public's attention to brand value has also increased.Based on the existing authoritative brand value evaluation model and research related literature and theory,this paper selects cases to evaluate and measure,and proposes corresponding practical significance and application suggestions.Based on the basic background environment of China's housing industry,this paper firstly explores the status quo and problems of the research enterprises in terms of brand value and brand application management,and then takes the problem as the starting point to deeply explore the specific influencing factors of the brand value of real estate enterprises.Select Interbrand's evaluation model as the basic framework,combine the applicability assessment ideas and evaluation details of TOP10 research group and world brand laboratory,and comprehensively consider the market and consumer perspectives,so as to construct a real estate brand value evaluation method that is easy for enterprises to self-assess..In the evaluation process,the premium method is used to calculate the excess return that the brand brings to the enterprise,that is,the contribution value of the brand in the profit;secondly,the seven-factor model of Interbrand is used to measure the market intensity of the brand in combination with the applicability of the real estate industry,and then the questionnaire is adopted.The survey and entropy method are used to measure the consumer strength of the brand to obtain the brand multiplier.Finally,the brand value is calculated by calculating the value of brand excess return and brand multiplier.The evaluation model analysis application selected Poly Real Estate as a research case,introduced the enterprise profile and the status and application of the Poly Real Estate brand value,and then used the scientific evaluation model and method to derive the brand value,and the real estate announced by the China Real Estate Research Institute.The data of the corporate brand value rankings were compared and analyzed.Finally,the results and application suggestions of the brand value are given and the related problems and prospects in the evaluation of brand value are put forward.