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文章全面分析了房地产品牌的价值影响因素,并以超额收益法为基础创新的研究了房地产企业品牌的环境价值、社会价值,运用专家打分法、模糊分析法分求出房地产企业品牌的经济价值、社会价值和环境价值的权重,从而建立了以房地产品牌经济价值、社会价值、环境价值为基础的综合价值评估模型。该模型全面考虑了房地产企业品牌的价值,具有一定的指导意义。
The article analyzes the influencing factors of the value of the real estate brand in an all - round way and studies the environmental value and social value of the brand of the real estate enterprise on the basis of the excess return method. The economic value of the brand of the real estate enterprise is obtained through the method of expert scoring and fuzzy analysis. Social value and environmental value of the weight, thus establishing a real estate brand economic value, social value, environmental value based on the comprehensive evaluation model. The model takes the value of real estate enterprise brand into full consideration and has certain guiding significance.