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Brand Competitiveness Study

Posted on:2005-09-25Degree:DoctorType:Dissertation
Country:ChinaCandidate:J N XuFull Text:PDF
GTID:1116360122499098Subject:Industrial Economics
Abstract/Summary:PDF Full Text Request
This paper is to systematically analyze, based on the system generalized from the principles of Economics and Management for evaluating the brand competitiveness, the sources, the forming mechanism and cultivation of the brand competitiveness along with brands as well as the influences of globalization and network information on the brand competitiveness.Brand competitiveness has been probed over and over, but still intricate to unveil. China has tackled the problem since 1990s. There is a heated competition between Chinese brand and transnational brand in China. Transnational Companies access to the market by exporting their own products, merging and one-deal purchasing Chinese brand .As a result, some Chinese enterprises are in crisis due to the shrink of domestic market share; some enterprises seize the opportunity to expand and format their own competitive edge and build up market share by cultivating and upgrading brand competitiveness, such as Hair and Changhong. We can learn from their success that Chinese brand can win in the competition with transnational brands. However, in the international market, there is no world-famous brand from China joining in the competition. It is still a long road for Chinese brand to catch up with world brand in the aspect of brand equity.Facing with the crisis and the opportunity, Chinese enterprises need to consider the following: Why there is no world-famous Chinese brand? What's the gap? What is the competitiveness for Chinese brand? That is the essential part of the study.This paper is divided into 8 partsPart I Introduction. In this part, background and the purpose and methods for the study are discussed.Part II Definition and Interpretation of basic concepts include trademark, brand, competitiveness, brand competition, brand competitiveness, brand equity and customer satisfaction. Based on previous study, this paper propose: brand refers to a system composed of market attributes, which are confined to a series of activities such as conveying uniqueness, benefit, culture, association, which emphasize on the aspects of products representing the scale, quality, techno and CI. In this part, the writer point out that brand can be interpreted as a relationship bond between enterprises and customers. This is the foundation for the study. After defining and interpreting, the write propose that brand competitiveness is a relevant and match competence produced in brand competition and also propose two hypotheses: brand forms in the market full of differentiated products; the structure for brand cultivation is monopoly market and oligarch market.Part III An analysis of brand competitiveness from the point of Economics. After demonstrating the variation of the demand for brands scattered geographically and spatially through Hotelling Model, we make conclusion: 1. Each brand enterprise has its own "natural demand' in the market; 2. Competitive edge in price between brands is favorable to increasing market demand; 3. The greater the difference between brands is, the more each brand monopolizes the customer, the less the competition. And the likeliness of monolizing will be greater with the customers less sensitive to price. In addition, this part prepared, for further study, theories relevant to brand competitiveness, including comparative advantage, Peter's competition advantage, core-competence theory and transnational operating management.Part IV is devoted to the analysis of the sources of brand competitiveness. The study roots in the operating system, covering both internal and external systems. Accordingly, the discussion is divided into two stages. Stage one involves internal sources, the key to brand competitiveness, which can be further broken down in direct sources and indirect sources. The former is explicit in the competition. It is the indicating form of market attributes, for example, the competence to take diversified actions better than opponents in aspects of price, product, place, promotion and communication. Whereas indirect sources are explicit, cultiv...
Keywords/Search Tags:brand, brand competitiveness, brand equity value, customer satisfaction
PDF Full Text Request
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