A Study On Brand Competitiveness And Evaluation Of Enterprises

With the development of economics globalization,China has come into the era of brand competition from 1990s.Brand competition is the upgraded shape of product competition,which is the market competition by brand. It's the resource competition of human,quality of product,technique,information,service and the credit of product,etc,which not only included price competition but also non-price competition aimed at improving market share and obtaining monopoly margin. Brand competition engenders the differences of brand competitiveness,which is the important embodiment of the comprehensive strength of enterprises.This paper studied the brand competitiveness quantificationally and quantitatively by the methods of empirical and normative analysis,which comprehensive applied Economics,Management,Marketing,Psychics, Sociology and Communication Science etc.Firstly,this paper defined the intension,characteristic and categories of brand competitiveness,probed the correlation mechanism of competitiveness,core competitiveness and brand competitiveness of enterprises.Then,this paper constructed the index system of evaluation of brand competitiveness of enterprises from six factors,included the brand object,brand strategy,brand technology innovation,brand inner path,brand outer path and brand environment.Besides,it designed the surveys from producer,consumer and retailer particularly. Information's captured as much as possible to verify the index system by the method of inquiry and mathematical analysis.Next,this paper selected six large-scaled tobacco groups of China and constructed the grey relational analysis method to evaluate their brand competitiveness. It especially constructed the SWOT matrix of Wuhan Tobacco Group. The results show that Shanghai Tobacco Co. owned the strongest brand competitiveness. Hunan Tobacco Co. got the second place and higher 0.002 score than Wuhan Tobacco Group,Yunnan Tobacco Co. got the forth place,Henan Tobacco Co. nearly has the same brand competitiveness to Zhejiang Tobacco Co. the scores and rankings reflected the input and output of brand cultivation of these tobacco groups to same extent.Lastly,this paper constructed the strategy and suggestions to improve brand competitiveness from the elements of brand management,brand ideology,brand culture,brand quality,effective team,market channel,market force,technology innovation,brand investment and dynamic advantage etc.