丝绸2025，Vol.62Issue(7)：78-87,10.DOI:10.3969/j.issn.1001-7003.2025.07.009
基于Interbrand模型的纺织服装品牌价值评价研究
Research on the evaluation of textile and garment brand value based on the Interbrand model
摘要
Abstract
In the increasingly fierce market competition,brand as an intangible asset is a key differentiating factor in market competition.With the development of market economy,China's textile and garment enterprises are paying increasing attention to brand building,and the pursuit of modern consumers for textile and garment brands is also growing.For enterprises,the construction of a set of scientific and rigorous brand value evaluation system not only has significant practical significance,but also serves as a quantifiable tool that enables enterprises to accurately identify and measure their brands'market value and influence.The level of brand value has become a key factor in attracting consumers,and the evaluation and management of brand value has become an indispensable part of corporate strategic planning. To explore the brand value of textile and garment enterprises,this paper constructed a brand value evaluation index system based on the brand equity theory and the Interbrand model from consumer perspective,enterprise perspective and financial perspective,and selected indicators at all levels according to the relevant theories of brand value and the analyzed literature.Ten experts in related fields were invited to score the relative importance of the indicators at each level,and the weights of the indicators were obtained by using the hierarchical analysis method.With the experts' scoring results as sample data,the entropy weight method was used to calculate the weights of the indicators.The weight results of the hierarchical analysis method and entropy weight method were used to comprehensively assign weights to the indicators by applying the equal-weighted average method.The results show that from the three perspectives,consumer perception occupies the largest weight in the brand value evaluation system.From the perspective of specific three-level indicators,the indicator of brand coverage has the largest weight,followed by brand association.This paper also selected four enterprises in the textile and apparel industry with high market influence and popularity for brand value evaluation analysis,and collected consumer evaluation data on these four enterprises through the distribution of questionnaires.The comprehensive evaluation results indicate that the four enterprises are ranked in descending order of brand value as follows:ANTA,361,XTEP,and LI-NING.ANTA performed the best in the brand value evaluation,and it scored outstandingly in terms of financial performance.361 ranked second in the overall ranking,but scored the highest in terms of consumer perception. Finally,the paper drew conclusions and made recommendations from both government and enterprise perspectives,aiming to facilitate enterprises to comprehensively enhance their brand value in various aspects,including consumers,market,and finance.On the corporate side,enterprises should improve product quality and innovation,enhance the brand's emotional connection,expand market coverage,optimize cost structure,and enhance brand image through public service activities.On the government side,the government needs to provide policy and financial support,strengthen market regulation,promote the development of industrial clusters,and encourage brands to incorporate traditional cultural elements.关键词
纺织服装行业/品牌价值/消费者认知/市场表现/财务表现/主客观组合赋权Key words
textile and clothing industry/brand value/consumer cognition/market performance/financial performance/subjective and objective combination empowerment分类
轻工纺织引用本文复制引用
许菱,廖人燕,郑婧然,钟少君..基于Interbrand模型的纺织服装品牌价值评价研究[J].丝绸,2025,62(7):78-87,10.基金项目
江西省教育厅科学技术研究项目(GJJ2200833) （GJJ2200833）
赣州市同心圆智库重点课题项目(TXYZK20230105) （TXYZK20230105）
