Research On Promoting The Competitiveness Of Brand About Chinese Domestic Enterprise

With the accelerating pace of the reform and opening-up and the growing improvement of investing environment in China, the overseas enterprises pour in China and the competition between enterprises become fierce. Competition has become a theme of enterprises' existence and development. In particular, after the China entered into WTO, Chinese enterprises have changed from competing with domestic counterparts to competing with foreign counterparts and all the Chinese enterprises are faced with the competitive patterns of localization of international enterprises and internalization of domestic enterprises.The world has entered into the age of brand competition and the market is drawing close to the brand. The fact tells us that Chinese enterprises don't lack the yield advantage or the technical advantage but competitive edge of brand in the intense competition. In the age of brand competition without the national boundary and terminals, as far as our enterprises are concerned, the competitive edge of the brand is bound to be enhanced if they are willing to compete with the multinational enterprises and gain a place in the international market. Based on the accomplishments of former research, this paper firstly presents the connotation, characteristics and the forming mechanism of brand's competitive ability, then creates a model for assessing the brand's competitive ability applying the principle of fuzzy mathematics. Finally the solutions to enhance the brand edge of our enterprises are put forward basing on the analysis of the current situation of Chinese brand edge.