粉丝经济模式下电商企业品牌价值评估

E-commerce brand value evaluation under fan economy model

电子商务企业品牌建设作为电商提质升级中的重要一环,是贯彻落实“十三五”规划的必要路径。为解决现有品牌价值评估指标体系与评估方法对粉丝经济模式下电商企业适用性较低的问题,提出一种基于消费者视角的品牌价值评估方法,并结合改进的首席执行官品牌评价法和层次分析法,从品牌忠诚度、品牌认知度、品牌联想度、品牌知名度及品牌市场状况这5个维度展开讨论,构建了新型评价指标体系,同时使用物元可拓法,以电商企业“三只松鼠”股份有限公司为例对其品牌价值进行量化评估。构建的评价体系在实例分析中取得了清晰且合理的结果:综合评估等级为3,品牌价值一般,品牌宣传营销成功,具有一定品牌特色,企业形象正面,市场前景可观,但用户黏性低。实证结果表明本评价体系对新型商业模式下的电商企业价值评估具有较好的适应性与可操作性。这为中国电商品牌价值评估后续研究提供了思路。

As an important part of E-commerce quality improvement and upgrading,brand building of E-commerce enterprises is a necessary path to implement the 13 th Five-Year Plan.In response to the problem of low applicability of the existing brand value evaluation index system and evaluation methods to E-commerce enterprises under the fan economy model,a brand value evaluation method was proposed from the perspective of consumers,in combination with the improved CEO brand evaluation method and the analytic hierarchy process.A new evaluation index system was constructed by elaborating on five dimensions of brand loyalty,brand awareness,brand association,brand recognition and brand market conditions,and the matter-element extension method was used to quantitatively evaluate the brand value of the E-commerce enterprise “Three Squirrels” Co.,Ltd.The evaluation system has achieved clear and reasonable results in the case analysis:the comprehensive evaluation grade is 3,the brand value is general,the brand publicity and marketing is successful,the brand has certain characteristics,the corporate image is positive,the market prospect is considerable,but the user stickiness is low.The empirical results show that the evaluation system has fairly good adaptability and operability for the value evaluation of E-commerce enterprises under the new business model.This provides ideas for the follow-up study of China’s E-commerce brand value evaluation.