Study On Brand Competitiveness Based On Perspective Of Ontology

As the economic globalization intensifying the competition of the international market, the competitiveness of brand became the focus of the new round of competition. In the present age, China is becoming as a worldwide producer. But the Made in China sometimes is the symbol of the low-value consumables or Original Equipment Manufacture (OEM). How to build up the brand of symbol meaning and of asset value, and transfer from the Manufactured in China to the Research and Design in China, then to enhance substantially the competitiveness of the Chinese economy, which is the major task of Chinese government and enterpriser, is the frontier problem of the Management Study. Based on this, this paper is to study the brand competitiveness in the view of ontology, so as to provide the theoretic support on the China Brand Construction.This paper views from the characteristic of the new economy age and the requirements of the China Brand construction, to advance the importance of the generating mechanism of the band, to set forth the theoretics meaning and practices meaning. Firstly, through the literature consultation, to summarize the main viewpoint of the concept of brand, value of brand, asset of brand, relationship of brand, value of client, creation of brand and management of brand at home and abroad, and to conclude the progress of study, existing problems and trend of study. Meanwhile, to set forth the concept of brand, the meaning of the brand competitiveness, as well as the related theory of enterprise competence, enterprise culture, enterprise lifecycle and marketing management. Secondly, to come into the subject of study, that is to say, the generating mechanism of brand on the basis of perspective of ontology, is spreaded by the following logic structure: to set forth the ontology of brand and the corresponding Golden Triangle Structure of the competiveness; to analyze the basic elements of substance competitiveness, culture competitiveness, marketing competiveness and its forming mechanism in a particular manner; to set forth the forming mode and path of the brand competiveness and to analyze the related cases of brand competitiveness generation; to analyze the status and existing problems for the construction of China Brand and to put forward the strategic countermeasures for breeding China Brand. Finally, to summarize briefly the main conclusions of the study and innovative viewpoints, so as to point out the direction of deepening the study of brand competitiveness.On the basis of the existing theoretic result, this paper is to define the meaning of brand and modern meaning, to analyze the composition and basic structure of brand competitiveness, and to compare the different forming modes and paths of brand competitiveness. The paper mainly consists three parts: the first part is to research the basic theory, to set forth the essence, type and character of the brand, the meaning of brand competitiveness and its corresponding basic theory; the second part is to study the basic structure, to describe the Golden Triangle Structure based on the theory of brand ontology, and analyze particularly the substance competitiveness, culture competitiveness and marketing competiveness, as well as the lifecycle of the brand and its extension; the third part is to study the major modes, to analyze the generating modes and paths of different brand competitiveness, as well as to analyze the cases of forming of brand competitiveness.Some valuable viewpoints are set forth during the study: (1) the band ontology is explained in a rather perfect manner, it set forth the basic definition and thinking, and enhance the brand study to the height of management philosophy. The brand otology is considered as the theory of the self essence of brand, the fundamental reason and foundation of the existence and development. It transfers from the use value to the symbol value, from the function manufacture to the meaning manufacture, from the brand signal to the brand body. This theory makes a very sound impact on the understanding of the demand of customer and the management mode of enterprise. It establishes a new view of brand study and become the theory foundation of the brand competitiveness at the new economic age. (2) It put forward the Golden Triangle Structure with the character of ontology, it consists of substance competitiveness, culture competitiveness, marketing competiveness which includes the three factors for each competitiveness. This structure presents the character of brand ontology, that is to say, two wings are the substance competitiveness and the culture competitiveness which improve the marketing competitiveness of brand; based on the substance competitiveness and dominated by the culture competitiveness which drives the continuous development of the brand. It forms a completed theory of brand competitiveness is formed via the detail analysis of the substance competitiveness, the culture competitiveness, the marketing competiveness and its generating mechanism. (3) It conclude three forming modes of brand competitiveness, this is to say, the mode of Primary Form Brand Competitiveness, the mode of Medium Form Brand Competitiveness and the mode of Super Form Brand Competitiveness. It analyze the main forming paths, including the traditional brand generating mode with the character of natural generation, the modern brand generating mode with the character of leading generation, and the special brand generating mode with the character of borrowed generation. To make comparing analysis on the forming cases of the different brands, and to conclude its characters as per the Golden Triangle Structure. In the development of modern economy, the generating mode and path of the modern brand is mainly used which forms the brand idea and brand image by planning and spreading. In summary, the rather complete explanation on the brand ontology, the description of Golden Triangle Structure and the idea of the forming mode and path for the brand competitiveness are formed the innovative contents of this paper.Finally, it put forward the countermeasures for breeding the China brand, combining with the brand competitiveness theory based on the view of otology and the practice of China brand construction, as well as focusing on the development status and existing problems of China brand. Firstly, to devote on the breeding of the brand idea and brand image, try to create more brand value which surpass the product and enterprise. Secondly, to pay attention to the industry difference and breeding the brand individuality, try to create more brands with individual character and distinctive feature. Thirdly, to pay attention to the breeding of the brand credit and customer loyalty, try to create more brands with stable and permanent influence. Fourthly, to pay attention to the strategy of brand at the new economic age, try to create more network brands with modern characteristics; Fifthly, to construct the policy and service system for the brand growing, try to breed the environment of the brand.