Research on Evaluation Index System for Automobile Enterprise Brand Value

Transcription

1 1234 Proceedngs of the 8th Internatonal Conference on Innovaton & Management Research on Evaluaton Index System for Automoble Enterprse Brand Value Chen Zhaohu, L Jng School of Management, Guangx Unversty of Technology, Luzhou, P.R. Chna, (E-mal: chance168@163.com, sarajng333@126.com) Abstract:Ths artcle unfes the brand value theory and analytc herarchy process to set up an evaluaton ndex system for automoble enterprse brand value through market value, consumer value, envronmental value, brand qualty and technology nnovaton value. The emprcal analyss shows that brand qualty and technology nnovaton value ndcators resde n the frst place among the evaluaton system, and technology nnovaton s always an mportant condton of the long-term development of the enterprse. Second, automoble enterprse should have a hgher consumer value, possess extensve consumer market. At the same tme, brand envronmental value and problem-solvng ablty should be analyzed. Key words:automoble enterprse; Brand value; AHP; Evaluaton ndex system 1 Introducton In the trend of economc globalzaton, the consumer market has entered the brand era, the enterprse competton make brand occupes more and more mportant role. Accordng to McKnsey report, n Fortune, the former 250 bg companes have nearly 50% of the market value from brand of ntangble assets and functon. In relaton to the nfluence factors of the brand value, western scholars have dfferent pont, whch can be concluded to enterprse assets value theory, the brand value theory under the consumer s angle of vson and the brand value theory under stakeholder s vew. In the case of the enterprse assets value theory, Bel (1992), Crmmns (1992), Shocker and etz (1993), Baldnger and Rubnson (1996), Upshaw (2001), Aaker (2005) and other scholars beleve that brand value comes from the value of the assets or fnancal value. It s a knd of exceedng producton, commodty and all of tangble asset value, whch wll brng the non-brand premum proft form product sales to enterprse and drectly affect the enterprse currency value. The theoretcal vewpont that the brand value comes from the proft, the frst one comes from enterprse fnancal assets to manfest the brand value or brand assets; the second one comes from enterprse (or shareholders) value. From the brand value theory under the consumer s angle of vson, Keller (1998), Rchard (2004), Hongbumm and oogon (2005), Berthon (1999), Kotler (1999), Perry (2002), Achenbaum (1993), Arnold (1992), Gronroos (2000) thnk that brand value comes from the relatonshp between the brand and the consumer, manly be related to consumer s knowledge on brand awareness, brand mage and brand loyalty, brand percepton qualty, etc. The brand value theory under the consumer s angle of vson s determned by the consumer, and consumers emoton decded a brand s fate. From the brand value theory under stakeholder s vew, nkler (2000), Duncan (2000), Schultz (2004), Hutton (2005), Foley (2006), Jones (2005), Heskett (2003) and other scholars nsst that brand value not only comes from the enterprse and the consumer, and wth the development of a servce economy, trade and nformaton networks,the brand value but also comes from the relatonshp between brand and other stakeholder. Brand value s the stakeholder brand value of the mult-angle system, the relatonshp between the stakeholders reflects the essence of the brand, and completely reflects the source of the brand value. In domestc lterature, scholars have dfferent vews on the source and compose of the brand value. Zhang Shu Ln (2000) thnk that the essence of the brand value s brand power, brand value sources s formed wth enterprse source and consumer source. Fan Xu Cheng (2000) ponts out that brand brngs future ncome to the enterprse, whch depends on the consumer s future purchase ntenton and behavor, and ths purchase ntenton and behavor whch depends on the brand psychologcal mpact on consumers. Mng Yang (2002) thnks that brand value s based on the correct brand postonng to obtan the consumers favor to gan more market profts assets. ang Xn Xn (2004) thnk that brands nclude not only the exchange relatons but also objects and other socal relatons, such as enterprse and consumer motonal relatonshp. Accordng to dfferental rent theory and commodty dualty analyss of the source of the brand value ang Cheng Rong, Zou Shan Gang (2005) thnk that the brand value

2 Proceedngs of the 8th Internatonal Conference on Innovaton & Management 1235 depends on the specal labor nput and Market acceptance of the ft. Ches Jun u, an D Fang (2006) ponts out the source of brand values are of two types: emphasze cogntve doman and stressed that the cogntve doman and behavor. ang Mao Yng (2007) summarzes the three man sources of brand value: customers, employees and stakeholders. ang Xng Yuan (2007) ponted out that wth the ncreasngly dversfcaton of the brand connotaton, formed a complex system as the center of the brand, manly ncludes enterprse suppler, traders, consumers, compettors, meda, government, etc.zhang Yan (2008) ponted out, n the sources of brand value analyss, stakeholder s a compatble system but not a negaton of the enterprse and the consumer, t represents the nevtable trend of brand theory development and of brand practce. 2 Construct the Automoble Enterprse Brand Value Evaluaton System 2.1 Index selecton of automoble enterprse brand value evaluaton In numerous factors, accordng to the relevant nvestgaton and analyss, we have chosen four factors Brand market value, Brand consumer value, Brand envronmental value, Brand qualty and technology nnovaton value, they consttute the frst-level ndexes of automoble enterprse brand value Evaluaton System. Based on the frst-level ndexes analyss, we have chosen eghteen factors nto the second-level ndexes; thereby construct the model of Evaluaton System ndex for Automoble enterprse brand value (Table 1). The model s arranged n a herarchcal three: the frst s objectve layer (A), the second s the crtera layer (B), the thrd s alternatves layer (C). 2.2 Data and methodology Determne the weght of evaluaton factors, the very mportant next step, after we have constructed the Evaluaton system. In order to ensure the weght more scentfc and accurately, we wll usng the Analytc Herarchy Process (AHP) Constructng parwse comparsons From the herarchcal structure model layer 2, belong to (or nfluence on a layer of each factors), the same layer opposte factors wth comparatve tectonc judgment matrx. As for the evaluaton crtera wth A, n elements of the judgment matrx. ll the elements of each zone by Delph method to construct the every judgment matrx. The judgment matrx s shown n Table 2.. Table 1 Evaluaton System Index for Automoble Enterprse Brand Value Usng parwse comparsons and a 9-pont system rangng from 1 (the two choce optons are equally preferred) to 9 (one choce opton s extremely preferred over the other) from the crtera layer

3 1236 Proceedngs of the 8th Internatonal Conference on Innovaton & Management and alternatves layer. The 9-pont scale used n the AHP studes (Table 3). Table 2 Judgment Matrx Table 3 The Saaty Ratng Scale Calculatng the prortes and consstency e calculate the maxmum characterstcs root and egenvector then check ther consstency. If the test pass, the egenvector (normalzed) s weght vector; otherwse we need to reconstruct the matrx of parwse comparson. Calculatng the prortes. The basc premse of the Analytc Herarchy Process s that measurement evolves out of parwse comparson. Let us from the matrx of parwse comparson of weghts. The n formula s calculated the egenvector ( ) of vector ( ) : n Let us use 1 / n A = to make the vector,,... ) normalzaton. Then use ( 1 2 n = ( a j ) ( = 1,2,... n). j = 1 = A = 1 0 to obtan the weghts 0.e can now show that be can use Aw = λ max to obtan an estmate of the Egen value of maxmum λ max. Calculatng the consstency. The CI value s calculated by usng the formula: C. I = ( λ max N ) /( N 1).If the C.I s smaller, the consstency s better. The CI s equal to 0 the judgments are trustworthy. Next the consstency rato CR s obtaned by dvdng the CI value by the Random Consstency ndex (R.I) as gven n table 4. Table 4 R.I Values for Dfferent Values of N Calculatng the aggregaton and consstency The last step s to synthesze the local prortes across all crtera n order to determne the global prorty. If pass, we can make a decson accordng to the aggregaton of weght vector; otherwse we need to reconstruct the model. The formula s m C = = 1 BC j (j = 1, 2, n). 3 A Numercal Example e determned ths judgment matrx through the comparson of the comprehensve survey and expert consultaton. The analyss of frst-class, second-class and comprehensve ndex as gven n table

4 Proceedngs of the 8th Internatonal Conference on Innovaton & Management Table 5 Overall Relatve Prorty eghts and C.R of Four Crtera Table 6 Relatve Prorty eghts and C.R of Crteron B1 Table 7 Relatve Prorty eghts and C.R of Crteron B2 Table 8 Relatve Prorty eghts and C.R of Crteron B3 Table 9 Relatve Prorty eghts and C.R of Crteron B4 The CI and CR value s less than 0.1, so the judgments are trustworthy, and the weghts value s

5 1238 Proceedngs of the 8th Internatonal Conference on Innovaton & Management acceptable. The weght value of brand market value s The brand consumer value s The brand envronmental value s The brand qualty and technology nnovaton value s Table 10 Composte Prortes of Crtera and Sub-crtera So the consstency ndex: CR = CI/ RI ( = 1,2,3, 4) = = < 0. 1 As the comprehensve consstency establshed, the ndex system s reasonable. 4 Concluson Through the analyss of the four ndexes, we can get a concluson that: Frst, n the evaluaton ndex system, the brand qualty and techncal nnovaton value ndex n ndex weghts n frst place. Among them, the weght value of brand qualty decson s Thus; auto enterprse should put brand qualty and technologcal nnovaton as the key to promote the brand value. Second, the weght value of brand market value s , and brand consumer value s It ndcates that an enterprse wants to acheve long-term economc beneft, not only depends on the market, the key depends on the approbaton of the consumer.thrd, automoble enterprse need to analyze the envronmental value to cope wth the brand from supply and demand market, poltcal, legal and brand market compettveness of envronmental change. In fact, the brand value enhancement, also to enhance based on the dfferentaton to compettve advantage; f supplemented by technology nnovaton strategy, It wll make the dfference compettons effect more deal. Therefore, Chna automoble enterprses are determned to mplement dfferentaton competton strategy. References [1] Rchard G Netemeyer, Balaj Krshnan, Chrs Pullga. Developng and Valdatng Measures of Facets of Customer-Based Brand Equty[J]. Journal of Busness Research, 2004,(57): [2] Km Hongbumm, Km oo Gon. The Relatonshp Between Brand Equty and Frms Performance n Luxury Hotels and Chan Restaurants [J]. Toursm Management, 2005, 32 (8): [3] Perry A. Before the Brand: Creatng the Unque DNA of an Endurng Brand Identty[M]. New York: McGraw-Hll, 2002:10-15 [4] ang Xng Yuan. Brand-name Ecologcal System Analyss Theory and Management Strategy Research: Based on Ecology from the Perspectve of Exploraton[M]. Press of Bejng Economc Scence, 2007:1-5 (In Chnese) [5] Zhang Yan, Zhang Ru, Lu Jng Png. Brand Value Source and the Theoretcal Comments [J]. Forecast, 2010, 05:74-80 (In Chnese)