| With the rapid development of the global economy,innovation and curative effect have become the important influencing factors to enhance the competitiveness and accelerate the development of the pharmaceutical industry.However,the competition under the new situation is not only the competition between innovation ability and product quality.As an intangible asset of an enterprise,brand has already become an important part of the core competitiveness of an industry and occupies a very important position in its development strategy.A good brand image can retain customers,attract excellent employees,further enhance brand awareness and expand the market to increase sales.Therefore,brand value has attracted more and more people's attention.After more than a century of baptism,yunnan baiyao has become a large health enterprise group,but the increasingly fierce competition,the emergence of new alternatives,in order to seek long-term and stable development,we must rely on the brand value.Therefore,it is necessary to establish a suitable brand value evaluation method to study and evaluate the enterprise's own brand,so as to more comprehensively and objectively evaluate the brand value of yunnan baiyao and play a consumer-oriented role.Based on the Interbrand model,this paper improves and introduces the consumer premium index,taking into comprehensive consideration the consumer factor,market factor and financial factor.The improved formula is brand value=brand income × brand multiplier.Where,brand income=brand market income × consumer premium index;Brand market return=enterprise expected return × brand action index.In this paper,literature reading method,expert scoring method,nine-degree scale method,analytic hierarchy process,fuzzy mathematics method,etc.are used to evaluate the brand value of yunnan baiyao.Finally,the brand value of yunnan baiyao is obtained.Based on this result,some constructive Suggestions are put forward in combination with the current development situation. |
PDF Full Text Request