基于Interbrand模型对特步的价值评估

Value Evaluation of XTEP Brand Based onInterbrand ModelABSTRACTWith the liberalization and globalization of world trade,and the continuouseconomic development,the middle class that has emerged in this wave,this group'sawareness of internal health has been increasing,and the government supports extensiveparticipation in sports,as sports goods Provides huge demand,combined with this trend,in recent years,there have been sports goods companies blessed with fashion elements.They have been continuously cooperating with international major IPs to continuouslyset new heights,and they are constantly expanding inward,looking for traditionalChinese culture,and developing It is suitable for the current national style products,andpromotes sports products to continuously expand the market.As far as the valueevaluation of sports brands is concerned,it has the following significance:at the legallevel,the brand is an intangible asset.If the brand value can be evaluated reasonably,itwill help the company realize its own brand value,pay attention to the development andmanagement of the brand,and finally increase the company's assets.In daily operations,objective and reasonable value evaluation can provide a value basis for the economicbehavior of enterprises,and also help promote local sports brands to the internationalmarket and enhance market competitiveness.By consulting and analyzing the literature,this article focuses on the selection andoptimization of international brand models.In order to analyze XTEP's brand value,itstudies XTEP's development history and market strategy,and recognizes the value of itsbrand,which is helpful for manufacturing sports goods.Provide effective suggestions