基于interbrand模型品牌价值评估-新东方为例

学士学位论文Corporate Brand Value Evaluation Based onInterbrand Model-Taking New Oriental as an exampleABSTRACTAt present,my country's economic growth is stable,people's lives are better,andpeople's demand for education is further increasing.At present,the online educationproducts on the market have serious homogeneity and single teaching methods,whichcannot meet people's diversified needs.The online education industry has graduallyentered the stage of brand-based core competitiveness.Therefore,brand has become theprimary condition for consumers to choose online education products,and products withhigh brand value are more likely to be selected by consumers.In the research of brandvalue,there are not many relevant materials related to the online education industry,soit is very necessary to evaluate the brand value of my country's online educationindustry.This article first defines the related concepts of brand equity of educationcompanies in my country,chooses the Interbrand model to modify to evaluate the brandvalue of online education companies,and uses New Oriental as a case for evaluationand analysis.First,make the following amendments to the Interbrand model:one is touse the analytic hierarchy process to determine the brand effect multiplier,the second isto calculate brand revenue,and the third is to use quantified financial indicators tocalculate brand strength;then,use an improved evaluation method to evaluate the brandvalue of New Oriental Evaluation,and finally,analyze the results of the evaluation,draw conclusions and make recommendations for the brand value enhancement of New