Research On Brand Value Evaluation Of Internet Enterprises Based On Modified Interbrand Model ——Taking Xiaomi Technology Co.,Ltd.as An Example

As an important intangible asset,brand has become an important tool for enterprises to maintain competitiveness.With the rapid development of the Internet industry,the increasing competition of Internet enterprises has brought consumers more choices in products.Based on consumer consumption patterns,consumption.With the changes in concepts and consumption habits,the importance of brand value has become increasingly prominent.An excellent brand can bring customer traffic to the enterprise,establish and maintain the brand image,and can also strengthen the choice of consumers and create value for Internet enterprises.The focus of enterprises on brand building should also change with the changes of the times.A correct understanding of brand value can help enterprises allocate resources rationally.Therefore,the evaluation of brand value of Internet enterprises is very important,which can provide direction for brand building of enterprises in the Internet era.Firstly,on the basis of sorting out domestic and foreign literature,this paper describes the relevant connotation of brand and brand value,divides the evaluation methods of brand value from a single perspective and multiple perspectives,and makes a simple evaluation of various evaluation methods.Secondly,the Interbrand model is improved.In the selection of evaluation indicators,this paper adopts the AHP method to quantify the brand function index,separates the brand's income from the total income of intangible assets,and then introduces the consumer strength into the brand strength.The factors that affect the brand value of Internet companies are innovatively constructed from the three dimensions of consumers' individual characteristics,product internal clues,and product external clues,and four secondary indicators of specific brand recognition,brand trust,brand personalization,and brand relationship value.The consumer intensity evaluation system adopts the fuzzy comprehensive evaluation method in the calculation of consumer intensity and market intensity,and analyzes the evaluation indicators that are not easy to quantify to obtain a more objective evaluation conclusion.The comprehensive brand strength is allocated between consumer strength and market strength,and the S-curve model is used to convert brand strength into brand multipliers.Xiaomi Technology Co.,Ltd.conducted an empirical test for the case,and its brand value was estimated to be RMB60.922 billion,and the obtained value was 13.27% different from the data published by Interbrand.Therefore,it can be considered that the improved Interbrand model is effective in evaluating the brand value of Xiaomi Co.,Ltd.rationality.This paper explores the factors affecting the brand value of enterprises according to the characteristics of the industry,constructs an evaluation system for the brand value of Internet companies to improve the accuracy of the evaluation results,enhance the operability in the practice process,and revise the Interbrand model and apply it to specific industries.Based on the brand evaluation method of a certain industry,it adds new ideas to the research of brand value evaluation.