传统车转型新能源领域后的品牌价值计算方法

Calculation of Brand Value of Vehicles After the Transformation From Traditional Into New Energy Field

品牌价值对于打造强势品牌重要性日益提升,最近的学术文献显示并强调了计算和理解品牌价值的优势,品牌价值的许多定义反映在不同的品牌估值方法和方法中,根据估值目标和方法,最终结果或多或少可靠,或多或少主观,基于历史或前瞻性。对于新能源汽车消费市场,针对传统品牌进军该领域的现象,提出一套向新能源市场转化的品牌价值模型对于各传统车企来说十分重要。本文通过对于InterBrand等模型的研究,确立了一套传统车转型新能源领域后的品牌价值计算框架,基于AHP-PSO确定模型权重,为此行业现象提供了计算依据。

Brand value is increasingly important for building strong brands.Recent academic literature has shown and emphasized the advantages of calculating and understanding brand value.In view of the phenomenon of traditional brands entering this field,it is very important for traditional car companies to propose a brand value model that transforms into the new energy market.Through the study of inter brand and other models,this paper establishes a brand value calculation framework after the transformation of traditional vehicles into the new energy field,and determines the model weight based on AHP-PSO,which provides a calculation basis for this industry phenomenon.