CN114493200A - Online evaluation method, device, equipment and storage medium for enterprise brand value - Google Patents
Online evaluation method, device, equipment and storage medium for enterprise brand value Download PDFInfo
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Abstract
The embodiment of the application provides an enterprise brand value online evaluation method, device, equipment and storage medium. The method comprises the following steps: the method comprises the steps of obtaining asset data and index data of enterprises in a plurality of preset time periods, calculating index scores based on the index data, and further calculating to obtain brand intensity coefficients. And calculating to obtain enterprise brand cash flow based on the enterprise asset data, and calculating to obtain an evaluation result of the brand value by combining the brand intensity coefficient. According to the online evaluation method for the enterprise brand value, the enterprise brand value can be evaluated based on the index data, and an accurate evaluation result is obtained.
Description
Technical Field
The application belongs to the technical field of big data, and particularly relates to an online evaluation method, device, equipment and storage medium for enterprise brand value.
Background
With the development of digital technology, the number of network users is increased dramatically, nearly half of small and medium-sized enterprises use big data technology and electronic commerce technology, and artificial intelligence, internet of things and cloud computing also have certain use degree in the small and medium-sized enterprises. Meanwhile, small and medium-sized enterprises have different characteristics in different stages of the life cycle, and the brand values of the enterprises are greatly different.
The existing traditional brand value evaluation methods such as an analytic hierarchy process, an expert evaluation method and the like have poor timeliness and low accuracy of evaluation results when actually evaluating, and meanwhile, the existing evaluation methods mainly evaluate factors on one aspect and the evaluation results are not accurate enough.
Disclosure of Invention
Embodiments of the present application provide an online method, apparatus, device, storage medium, and computer program product for enterprise brand value assessment, which can utilize big data to calculate and assess enterprise brand value, and obtain an accurate assessment result.
In a first aspect, an embodiment of the present application provides an online evaluation method for enterprise brand value, where the method includes:
acquiring asset data and index data of an enterprise in a plurality of preset time periods, wherein the asset data of the enterprise comprises fixed asset data, flowing asset data, net profit data and total asset data, and the index data comprises index data corresponding to multi-level associated indexes of the enterprise;
calculating index scores based on index data corresponding to the multilevel associated indexes of the enterprises in each preset time period;
calculating a brand intensity coefficient according to the index score and a preset index weight;
calculating brand value discount rate according to the brand strength coefficient and a preset industry average asset reward rate;
calculating the tangible asset profitability according to the fixed asset data, the fluid asset data, the net profit data and the total asset data;
calculating a brand cash flow based on the net profit data, the tangible asset proceeds and the preset coefficient;
calculating a target brand cash flow according to the plurality of brand cash flows;
and calculating to obtain a brand value evaluation result based on the brand cash flow, the target brand cash flow, the preset continuous growth rate and the brand value discount rate.
In a second aspect, an embodiment of the present application provides an apparatus for online evaluation of brand value of an enterprise, the apparatus including:
the system comprises an acquisition module, a storage module and a display module, wherein the acquisition module is used for acquiring asset data and index data of an enterprise in a plurality of preset time periods, the asset data of the enterprise comprises fixed asset data, flowing asset data, net profit data and total asset data, and the index data comprises index data corresponding to multi-level associated indexes of the enterprise;
the calculation module is used for calculating index scores based on index data corresponding to the multi-level associated indexes of the enterprises in each preset time period;
the calculation module is also used for calculating a brand intensity coefficient according to the index score and the preset index weight;
the computing module is also used for computing the brand value discount rate according to the brand intensity coefficient and the preset industry average asset reward rate;
the calculation module is also used for calculating the tangible asset income according to the fixed asset data, the flowing asset data, the net profit data and the total asset data;
the calculation module is also used for calculating the brand cash flow based on the net profit data, the tangible asset income and the preset coefficient;
the calculating module is also used for calculating the target brand cash flow according to the plurality of brand cash flows;
and the calculation module is also used for calculating to obtain a brand value evaluation result based on the brand cash flow, the target brand cash flow, the preset continuous growth rate and the brand value discount rate.
In a third aspect, an embodiment of the present application provides an online evaluation device for enterprise brand value, where the device includes:
a processor, and a memory storing computer program instructions;
the processor reads and executes the computer program instructions to implement the online evaluation method for enterprise brand value of the first aspect.
In a fourth aspect, an embodiment of the present application provides a storage medium, where the storage medium stores computer program instructions, and the computer program instructions, when executed by a processor, implement the online evaluation method for enterprise brand value of the first aspect.
In a fifth aspect, the present application provides a computer program product, and when executed by a processor of an electronic device, the instructions of the computer program product cause the electronic device to perform the online evaluation method for enterprise brand value of the first aspect.
The online method, the device, the equipment, the storage medium and the computer program product for enterprise brand value evaluation can acquire enterprise capital data and multi-level associated index data, calculate the index scores of enterprises by combining the index weight data to obtain each index score, further evaluate the enterprise brand value by combining the index scores and the enterprise capital data, and obtain objective and accurate evaluation results based on the evaluation method of various enterprise index data.
Drawings
In order to more clearly illustrate the technical solutions of the embodiments of the present application, the drawings needed to be used in the embodiments of the present application will be briefly described below, and for those skilled in the art, other drawings can be obtained according to the drawings without creative efforts.
FIG. 1 is a flow chart of a method for online evaluation of brand value of an enterprise provided by an embodiment of the present application;
FIG. 2 is a system flow diagram of an online evaluation method for enterprise brand value provided by an embodiment of the present application;
FIG. 3 is a schematic structural diagram of an apparatus for online evaluation of brand value of an enterprise according to an embodiment of the present application;
FIG. 4 is a schematic structural diagram of an online device for enterprise brand value evaluation provided by an embodiment of the present application.
Detailed Description
Features and exemplary embodiments of various aspects of the present application will be described in detail below, and in order to make objects, technical solutions and advantages of the present application more apparent, the present application will be further described in detail below with reference to the accompanying drawings and specific embodiments. It should be understood that the specific embodiments described herein are intended to be illustrative only and are not intended to be limiting. It will be apparent to one skilled in the art that the present application may be practiced without some of these specific details. The following description of the embodiments is merely intended to provide a better understanding of the present application by illustrating examples thereof.
It is noted that, herein, relational terms such as first and second, and the like may be used solely to distinguish one entity or action from another entity or action without necessarily requiring or implying any actual such relationship or order between such entities or actions. Also, the terms "comprises," "comprising," or any other variation thereof, are intended to cover a non-exclusive inclusion, such that a process, method, article, or apparatus that comprises a list of elements does not include only those elements but may include other elements not expressly listed or inherent to such process, method, article, or apparatus. Without further limitation, an element defined by the phrase "comprising … …" does not exclude the presence of other identical elements in a process, method, article, or apparatus that comprises the element.
At present, with the development of digital technology, more and more enterprises begin to use big data technology and electronic commerce technology to improve the development of the enterprises, wherein, small and medium-sized enterprises have great differences in enterprise brand values due to different characteristics of different development stages, in order to evaluate the brand values of the small and medium-sized enterprises, the existing technical scheme is to evaluate by using a hierarchical analysis and expert evaluation method, and evaluation results have certain subjectivity and incomplete data, and have certain errors.
In order to solve the prior art problems, embodiments of the present application provide a method, an apparatus, a device, and a computer storage medium for enterprise brand value assessment. First, the enterprise value evaluation method provided by the embodiment of the present application is introduced below.
FIG. 1 is a flow chart illustrating a method for online evaluation of brand value of an enterprise provided by an embodiment of the present application. As shown in fig. 1, the method may include the steps of:
s110, acquiring asset data and index data of an enterprise in a plurality of preset time periods, wherein the asset data of the enterprise comprises fixed asset data, flowing asset data, net profit data and total asset data, and the index data comprises index data corresponding to multi-level associated indexes of the enterprise.
The method comprises the steps of obtaining asset data and part of index data of an enterprise in a plurality of preset time periods from a national Tai-an database, and obtaining strength index data of a consumer from an enterprise Taobao store. The asset data of the enterprise includes fixed asset data, liquidity data, net profit data, and total asset data. The index data includes data corresponding to indexes having an association relationship in a plurality of levels.
In one example, the predetermined time period is a year, and enterprise asset data and index data are obtained for a plurality of years. For example: acquiring the enterprise asset data and index data from 2015 to 2019. Specifically, when acquiring enterprise asset data and index data each year, data for 12 months and 31 days each year is acquired.
In some embodiments, the obtained multi-level associated index data includes a primary index, a secondary index, and a tertiary index. Three types of index data are shown in table 1: the primary indexes include: capital force, consumer intensity, social responsibility and innovation; secondary indicators associated with capital force include: profitability, quality of assets, liabilities, and business growth, secondary indicators associated with consumer intensity include: brand awareness, brand attitude, and brand behavior, secondary metrics associated with social responsibility include: the interest stakeholders' rights and interests protection, environmental protection and community responsibility, the two-level indexes related to the innovation include: innovation input and innovation achievements; the tertiary indicators associated with profitability include: net asset profitability, total asset net profitability, and sales profits; the three-level indicators associated with asset quality include: receivables turnover rate, total asset turnover rate, and liquidity turnover rate; the tertiary indicators associated with the repayment capacity include: equity rate, snap rate, and fold earned interest; three levels of metrics associated with business growth include: revenue growth rate, cumulative capital rate, incremental capital value, net profit growth rate, and total asset growth rate; the tertiary metrics associated with brand recognition include: brand awareness and brand association; the three levels of metrics associated with brand attitudes include: perceived quality and brand reputation; the three levels of metrics associated with brand behavior include: brand loyalty; the three-level indexes associated with stakeholder equity protection include: stockholder responsibility, employee responsibility and rights and benefits protection for customers and consumers; the three-level indexes associated with environmental protection include environmental protection investment; the three-level indicators associated with community responsibility include: charitable donations and employment position numbers; the three levels of indicators associated with innovation investment include: the investment of innovation personnel and research and development expenses; the three levels of indicators associated with the outcome of the innovation include: patent grant number and valid patent number.
TABLE 1
And S120, calculating index scores based on index data corresponding to the multi-level associated indexes of the enterprises in each preset time period.
And calculating based on the acquired index data in each preset time period, calculating the score of the low-level index by using the average value of the index data of the low-level index, and calculating the index score of the high-level index data by using the score of the low-level index so as to obtain the score of each index.
And S130, calculating a brand intensity coefficient according to the index score and the preset index weight.
And calculating to obtain the brand intensity coefficient according to the calculated primary index score and the weight of the primary index.
And S140, calculating the brand value discount rate according to the brand intensity coefficient and the preset industry average asset reward rate.
According to the brand intensity coefficient S, the formula for calculating the brand value discount rate R is
R＝Z*S
Wherein Z is a preset industry average asset remuneration rate.
And S150, calculating the tangible asset revenue according to the fixed asset data, the flowing asset data, the net profit data and the total asset data.
Calculating the tangible asset return I according to the fixed asset data, the fluid asset data, the net profit data and the total asset data as follows:
tangible asset profit I ═ tangible asset × asset reward rate ═ fixed asset + liquidity × (net profit/total asset).
And S160, calculating the brand cash flow based on the net profit data, the tangible asset income and the preset coefficient. Calculating a brand cash flow F based on the net profit data, the tangible asset proceeds and the preset coefficient as:
F＝(P-I)×β
wherein P is the net profit of the enterprise, I is the tangible asset income, and beta is the proportion coefficient of the brand part attributed to the preset intangible asset of the enterprise. Specifically, β is calculated by an analytic hierarchy process. And when calculating the brand cash flow F of a year, calculating the enterprise net profit data, the tangible asset income and the preset proportionality coefficient of the intangible asset species of the enterprise due to the brand part of the year to obtain the brand cash flow of the year.
And S170, calculating the target brand cash flow according to the plurality of brand cash flows.
And predicting by utilizing a gray prediction GM (1, 1) model according to the obtained plurality of brand cash flows to obtain the target brand cash flow.
In one example, linear prediction is performed by using a gray prediction GM (1, 1) model according to the acquired brand cash flow from 2015 to 2019, and cash flow data of 2020 and later are obtained in prediction.
And S180, calculating to obtain a brand value evaluation result based on the brand cash flow, the target brand cash flow, the preset continuous growth rate and the brand value discount rate.
Calculating to obtain a brand value V based on the brand intensity coefficient, the brand cash flow, the target brand cash flow, the preset continuous growth rate and the preset brand value discount rate:
wherein, FtBrand cash flow in t years, FT+1The cash flow is T +1 year, g is a preset continuous growth rate, the value of T can be set, and is not limited to the value, and R is a brand value discount rate.
The online evaluation method for the enterprise brand value, provided by the embodiment of the application, is based on a big data technology, and is used for acquiring various types of enterprise index data and index weights, comprehensively calculating the acquired enterprise index data to obtain an evaluation value of the enterprise brand value, and accurately and objectively acquiring an enterprise brand value evaluation result.
In some embodiments, the multiple levels of associated metrics for the enterprise include a level one metric, a level two metric, and a level three metric; calculating an index score based on index data corresponding to the multi-level associated indexes of the enterprise in each preset time period, wherein the index score comprises the following steps: calculating a score of the third-level index based on index data corresponding to the third-level index; calculating a secondary index score based on the tertiary index score; and calculating the primary index score based on the secondary index score and the preset secondary index weight. The preset index weight corresponding to the first-level index and the preset second-level index weight are compared pairwise by experts on the importance among the elements, and the weight distribution among the elements in the same level is obtained by solving the characteristic vector of the judgment matrix, so that the weight of each element in the first-level index and the second-level index is determined.
In some embodiments, calculating a tertiary index score based on index data corresponding to tertiary indices includes: and calculating the three-level index data by adopting a range standardization method to obtain a three-level index score. And calculating a corresponding third-level index score Y according to the third-level index data X as follows:
wherein, X is a certain third-level index data of a certain enterprise, minX is the minimum value in the third-level index data corresponding to all enterprises, and maxX is the maximum value in the third-level index data corresponding to all enterprises.
In one example, if the net asset profitability of a certain enterprise to be evaluated in the 2019 three-level index is 0.17, X is 0.17, minX is the minimum value of the net asset profitability of all the enterprises to be evaluated, such as 0.15, maxX is the maximum value of the net asset profitability of all the enterprises to be evaluated, such as 0.20, and the calculation result is obtained
In some embodiments, calculating the secondary index score based on the tertiary index score includes: and calculating the average value of the scores of the three-level indexes corresponding to each two-level index to serve as the score of the two-level index. For example, the scores of the net asset profitability, the total net asset profitability and the sales profitability of the third-level indexes corresponding to the profitability of the second-level index are 0.2, 0.3 and 0.4 respectively, and the score of the profitability of the second-level index is 0.3.
In some embodiments, calculating the brand intensity factor from the indicator score and the preset indicator weight comprises: and calculating the brand intensity coefficient according to the first-level index score and the preset index weight. The calculation formula of the brand strength coefficient S is as follows:
S＝(K1S1+K2S2+K3S3+K4S4)/100
wherein, K1，K2，K3，K4Is a preset index weight corresponding to the primary index, S1，S2，S3，S4Scoring the first-order index.
In some embodiments, the primary indicators include capital force, consumer intensity, social responsibility, and innovation force.
In some embodiments, when a missing value exists in the acquired index data, the missing value is filled in the acquired index data by using a mean filling method.
The enterprise brand value evaluation method provided by the embodiment of the application can acquire enterprise capital data and multi-level associated index data, calculates the index scores of enterprises by combining the index weight data to obtain each index score, further evaluates the enterprise brand value by combining the index scores and the enterprise capital data, and can obtain objective and accurate evaluation results based on the evaluation methods of various enterprise index data.
Fig. 2 is a schematic flowchart of an evaluation system applying the above online evaluation method for enterprise brand value according to an embodiment of the present application, as shown in fig. 2:
the system home page is a registration login interface, when the user is a new user, the registration operation is required, and when the account is renamed or the passwords of two times are inconsistent, the registration is failed. And when the user is successfully registered or the user is not a new user, the user inputs a user name and a password to complete the login operation. And determining different systems according to the user type, and entering an administrator system when the user type is an administrator, so that enterprise information which passes the audit and information audit operation can be checked. When the user type is the user, the user determines to enter an information checking progress inquiry process or an enterprise information filling function, when the user is determined to perform the enterprise information filling process, the user needs to download a template, fill the template according to the content of the template, and upload the filled template, wherein the template comprises enterprise asset data and index data. When the user finishes uploading the template or selects the information checking progress inquiry function, if the template uploaded by the user passes, the enterprise brand value can be evaluated, and an evaluation report is downloaded, and when the template uploaded by the user does not pass, the user needs to modify corresponding information.
Fig. 3 is a schematic structural diagram of an apparatus 300 for online evaluation of brand value of an enterprise according to an embodiment of the present application. As shown in fig. 3, the apparatus may include an acquisition module 310 and a calculation module 320.
The acquiring module 310 is configured to acquire asset data and index data of an enterprise in a plurality of preset time periods, where the asset data of the enterprise includes fixed asset data, flowing asset data, net profit data, and total asset data, and the index data includes index data corresponding to multiple levels of associated indexes of the enterprise;
the calculating module 320 is configured to calculate an index score based on index data corresponding to the multi-level associated indexes of the enterprise in each preset time period;
the calculating module 320 is further configured to calculate a brand intensity coefficient according to the index score and the preset index weight;
the calculating module 320 is further configured to calculate a brand value discount rate according to the brand intensity coefficient and a preset industry average asset return rate;
a calculation module 320 for calculating tangible asset returns based on the fixed asset data, the fluid asset data, the net profit data, and the total asset data;
a calculation module 320 for calculating a brand cash flow based on the net profit data, the tangible asset proceeds, and the preset coefficient;
a calculating module 320, further configured to calculate a target brand cash flow according to the plurality of brand cash flows;
the calculating module 320 is further configured to calculate a brand value evaluation result based on the brand cash flow, the target brand cash flow, the preset continuous growth rate, and the brand value discount rate.
The online evaluation device for the enterprise brand value provided by the embodiment of the application can acquire capital data and index data of an enterprise by utilizing a big data technology, further calculate each index score, and evaluate the enterprise brand value by utilizing the comprehensive calculation of each index score and the capital data of the enterprise to obtain objective and accurate evaluation results.
In some embodiments, the multiple levels of associated metrics for the enterprise include a level one metric, a level two metric, and a level three metric; the calculating module 320 is configured to calculate an index score based on index data corresponding to multiple levels of associated indexes of the enterprise in each preset time period, where the calculating module includes: a calculating module 320, configured to calculate a score of the third-level index based on index data corresponding to the third-level index; a calculating module 320 for calculating a secondary index score based on the tertiary index score; and a calculating module 320, configured to calculate a primary index score based on the secondary index score and a preset secondary index weight.
In some embodiments, the calculating module 320 is configured to calculate a tertiary index score based on index data corresponding to the tertiary index, including: and the calculating module 320 is configured to calculate the three-level index data by using a range standardization method to obtain a three-level index score.
In some embodiments, the calculation module 320 for calculating a secondary metric score based on the tertiary metric score includes: and the calculating module 320 is configured to calculate an average value of the tertiary index scores corresponding to each secondary index as a secondary index score.
In some embodiments, the calculating module 320 is configured to calculate the brand intensity factor according to the index score and the preset index weight, and includes: and a calculating module 320, configured to calculate a brand strength coefficient according to the primary index score and the preset index weight.
In some embodiments, the primary indicators include capital force, consumer intensity, social responsibility, and innovation force.
The online evaluation device for the enterprise brand value, provided by the embodiment of the application, can acquire enterprise capital data and multi-level associated index data, calculates the index scores of enterprises by combining index weight data to obtain each index score, further evaluates the enterprise brand value by combining the index scores and the enterprise capital data, and can obtain objective and accurate evaluation results based on evaluation methods of various enterprise index data.
Each module in the apparatus shown in fig. 3 has a function of implementing each step in fig. 1, and can achieve the corresponding technical effect, and for brevity, is not described again here.
FIG. 4 is a hardware architecture diagram illustrating online evaluation of enterprise brand value provided by embodiments of the present application.
An online evaluation device of brand value at an enterprise may include a processor 401 and a memory 402 storing computer program instructions.
Specifically, the processor 401 may include a Central Processing Unit (CPU), an Application Specific Integrated Circuit (ASIC), or one or more Integrated circuits configured to implement the embodiments of the present Application.
In one example, memory 402 may include Read Only Memory (ROM), Random Access Memory (RAM), magnetic disk storage media devices, optical storage media devices, flash memory devices, electrical, optical, or other physical/tangible memory storage devices. Thus, in general, the memory 402 comprises one or more tangible (non-transitory) computer-readable storage media (e.g., a memory device) encoded with software comprising computer-executable instructions and when the software is executed (e.g., by one or more processors), it is operable to perform operations described with reference to a method according to an aspect of the present application.
The processor 401 reads and executes the computer program instructions stored in the memory 402 to implement the methods/steps S110 to S170 in the embodiment shown in fig. 1, and achieve the corresponding technical effects achieved by the embodiment shown in fig. 1 executing the methods/steps thereof, which are not described herein again for brevity.
In one example, an online evaluation device of enterprise brand value may also include a communication interface 403 and a bus 410. As shown in fig. 4, the processor 401, the memory 402, and the communication interface 403 are connected via a bus 410 to complete communication therebetween.
The communication interface 403 is mainly used for implementing communication between modules, apparatuses, units and/or devices in the embodiments of the present application.
The online evaluation equipment for the enterprise brand value can execute the online evaluation method for the enterprise brand value in the embodiment of the application based on the enterprise capital data and the index data, so as to realize the online evaluation method for the enterprise brand value described in conjunction with fig. 1.
In addition, in combination with the online evaluation method of enterprise brand value in the foregoing embodiments, the embodiments of the present application may provide a computer storage medium to implement. The computer storage medium having computer program instructions stored thereon; the computer program instructions, when executed by a processor, implement any one of the above-described embodiments of the online evaluation method for brand value of an enterprise.
The embodiment of the present application provides a computer program product, and when executed by a processor of an electronic device, instructions in the computer program product cause the electronic device to perform any one of the above-described embodiments of the online evaluation method for enterprise brand value.
It is to be understood that the present application is not limited to the particular arrangements and instrumentality described above and shown in the attached drawings. A detailed description of known methods is omitted herein for the sake of brevity. In the above embodiments, several specific steps are described and shown as examples. However, the method processes of the present application are not limited to the specific steps described and illustrated, and those skilled in the art can make various changes, modifications, and additions or change the order between the steps after comprehending the spirit of the present application.
The functional blocks shown in the above-described structural block diagrams may be implemented as hardware, software, firmware, or a combination thereof. When implemented in hardware, it may be, for example, an electronic Circuit, an Application Specific Integrated Circuit (ASIC), suitable firmware, plug-in, function card, or the like. When implemented in software, the elements of the present application are the programs or code segments used to perform the required tasks. The program or code segments may be stored in a machine-readable medium or transmitted by a data signal carried in a carrier wave over a transmission medium or a communication link. A "machine-readable medium" may include any medium that can store or transfer information. Examples of a machine-readable medium include electronic circuits, semiconductor memory devices, ROM, flash memory, Erasable ROM (EROM), floppy disks, CD-ROMs, optical disks, hard disks, fiber optic media, Radio Frequency (RF) links, and so forth. The code segments may be downloaded via computer networks such as the internet, intranet, etc.
It should also be noted that the exemplary embodiments mentioned in this application describe some methods or systems based on a series of steps or devices. However, the present application is not limited to the order of the above-described steps, that is, the steps may be performed in the order mentioned in the embodiments, may be performed in an order different from the order in the embodiments, or may be performed simultaneously.
Aspects of the present application are described above with reference to flowchart illustrations and/or block diagrams of methods, apparatus (systems) and computer program products according to embodiments of the application. It will be understood that each block of the flowchart illustrations and/or block diagrams, and combinations of blocks in the flowchart illustrations and/or block diagrams, can be implemented by computer program instructions. These computer program instructions may be provided to a processor of a general purpose computer, special purpose computer, or other programmable data processing apparatus to produce a machine, such that the instructions, which execute via the processor of the computer or other programmable data processing apparatus, enable the implementation of the functions/acts specified in the flowchart and/or block diagram block or blocks. Such a processor may be, but is not limited to, a general purpose processor, a special purpose processor, an application specific processor, or a field programmable logic circuit. It will also be understood that each block of the block diagrams and/or flowchart illustration, and combinations of blocks in the block diagrams and/or flowchart illustration, can be implemented by special purpose hardware for performing the specified functions or acts, or combinations of special purpose hardware and computer instructions.
As described above, only the specific embodiments of the present application are provided, and it can be clearly understood by those skilled in the art that, for convenience and brevity of description, the specific working processes of the system, the module and the unit described above may refer to the corresponding processes in the foregoing method embodiments, and are not described herein again. It should be understood that the scope of the present application is not limited thereto, and any person skilled in the art can easily conceive various equivalent modifications or substitutions within the technical scope of the present application, and these modifications or substitutions should be covered within the scope of the present application.
Claims (10)
1. An online evaluation method for enterprise brand value, comprising:
acquiring asset data and index data of an enterprise in a plurality of preset time periods, wherein the asset data of the enterprise comprises fixed asset data, flowing asset data, net profit data and total asset data, and the index data comprises index data corresponding to multi-level associated indexes of the enterprise;
calculating index scores based on index data corresponding to the multilevel associated indexes of the enterprises in each preset time period;
calculating a brand intensity coefficient according to the index score and a preset index weight;
calculating brand value discount rate according to the brand strength coefficient and a preset industry average asset reward rate;
calculating tangible asset returns from the fixed asset data, the liquidity data, the net profit data, and the total asset data;
calculating a brand cash flow based on the net profit data, the tangible asset proceeds, and a preset coefficient;
calculating a target brand cash flow according to the plurality of brand cash flows;
and calculating to obtain a brand value evaluation result based on the brand cash flow, the target brand cash flow, a preset continuous growth rate and the brand value discount rate.
2. The method of claim 1, wherein the enterprise's multiple levels of associated metrics include a primary metric, a secondary metric, and a tertiary metric; the calculating an index score based on the index data corresponding to the multi-level associated indexes of the enterprises in each preset time period includes:
calculating the score of the third-level index based on index data corresponding to the third-level index;
calculating the secondary index score based on the tertiary index score;
and calculating a primary index score based on the secondary index score and a preset secondary index weight.
3. The method of claim 2, wherein said calculating the tertiary index score based on the index data corresponding to the tertiary index comprises:
and calculating the three-level index data by adopting a range standardization method to obtain a three-level index score.
4. The method of claim 2, wherein said calculating the secondary metric score based on the tertiary metric score comprises:
and calculating the average value of the scores of the three-level indexes corresponding to each secondary index to serve as the score of the secondary index.
5. The method of claim 2, wherein calculating a brand intensity factor based on the metric score and a preset metric weight comprises:
and calculating the brand intensity coefficient according to the primary index score and the preset index weight.
6. The method of claim 1, wherein the primary indicators comprise capital force, consumer intensity, social responsibility, and innovation force.
7. An apparatus for online assessment of brand value of an enterprise, the apparatus comprising:
the system comprises an acquisition module, a storage module and a display module, wherein the acquisition module is used for acquiring asset data and index data of an enterprise in a plurality of preset time periods, the asset data of the enterprise comprises fixed asset data, flowing asset data, net profit data and total asset data, and the index data comprises index data corresponding to multi-level associated indexes of the enterprise;
the calculation module is used for calculating index scores based on index data corresponding to the multilevel associated indexes of the enterprises in each preset time period;
the calculation module is further used for calculating a brand intensity coefficient according to the index score and a preset index weight;
the computing module is further used for computing the brand value discount rate according to the brand intensity coefficient and the preset industry average asset reward rate;
the calculation module is further configured to calculate tangible asset returns based on the fixed asset data, the fluid asset data, the net profit data, and the total asset data;
the calculation module is further used for calculating a brand cash flow based on the net profit data, the tangible asset earnings and a preset coefficient;
the calculating module is also used for calculating a target brand cash flow according to the plurality of brand cash flows;
and the calculation module is also used for calculating to obtain a brand value evaluation result based on the brand cash flow, the target brand cash flow, the preset continuous growth rate and the brand value discount rate.
8. An enterprise brand value online evaluation apparatus, characterized in that the enterprise brand value evaluation apparatus comprises: a processor, and a memory storing computer program instructions;
the processor reads and executes the computer program instructions to implement the online evaluation method of enterprise brand value of any one of claims 1-6.
9. A storage medium having stored thereon computer program instructions which, when executed by a processor, implement a method for online assessment of brand value of an enterprise as claimed in any one of claims 1 to 6.
10. A computer program product, wherein instructions in the computer program product, when executed by a processor of an electronic device, cause the electronic device to perform the method for online assessment of brand value of an enterprise as claimed in any one of claims 1 to 6.
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Cited By (1)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN117455521A (en) * | 2023-11-16 | 2024-01-26 | 深圳市秦丝科技有限公司 | Linked allied brand price discrimination system and method |
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Cited By (1)
| Publication number | Priority date | Publication date | Assignee | Title |
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| CN117455521A (en) * | 2023-11-16 | 2024-01-26 | 深圳市秦丝科技有限公司 | Linked allied brand price discrimination system and method |
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