基于消费者视角的房地产企业品牌价值评估研究

Research on Brand Value Evaluation of Real Estate Enterprises Based on Consumer Perspective

随着当前房地产市场融资、投资和销售深度下滑,消费者心理预期急剧下降,如何重建消费者信心成为品牌价值评估的关键问题。以万科集团为例,选取传统的Interbrand模型,并结合房地产当前背景,将品牌风险管控能力加入品牌强度指标体系,用消费者调查问卷代替传统专家打分法,以此为基础计算房地产低迷时期的品牌价值。研究结果表明:在房地产行业低迷时期,企业提高风险防控能力可为其创造超额收益,树立良好企业形象;企业品牌风险防控能力影响品牌强度,从而提升品牌价值;当前环境下,引入消费者视角进行品牌价值评估对房地产企业及消费者具有指导意义。

At present,the financing,investment and sales of the real estate market have declined in depth,and consumer psychological expectations have declined sharply.How to rebuild consumer confidence has become the key issue of brand value evaluation.Take Vanke as an example,based on the traditional Interbrand model,combined with the current background of the real estate,the brand risk management and control ability is added to the brand strength index system,and the traditional expert scoring method is replaced by consumer questionnaires.The results show that in the downturn of the real estate industry,the improvement of risk prevention and control ability can create excess returns and establish a good corporate image;the enterprise brand risk prevention and control ability can affect the brand strength,thus enhancing the brand value;under the current environment,the introduction of consumer perspective for brand value evaluation has guiding significance for real estate enterprises and consumers.