Research On The Brand Competitiveness Of China's Enterprises

This paper elaborates the meanings, characteristics and functions of the brand economy thinking that modern market economy is the brand economy and the brand competition is the advanced stage of the market competition. The article discusses five aspects of the brand competitiveness, namely the competency of the brand attaining the premium and penetrating space-time, the lever force of brand in market competition, the competence of the brand culture and the anti-risk competency of the brand.The brand sign is of great importance to the brand competitiveness because it is the first step to enter the customers' mind. Therefore, it is very necessary to name for the brand scientifically. After comparing the mode of production of OEM with the brand competitiveness, the paper then has pointed out that the OEM though is the realistic choice of some enterprises of China but it is not a long plan. So China's enterprises should have the ambition to create brand with their own wisdom.The theory of the core competency has been widely accepted by the theoretic and the industrial circles, but it seems to be the "patent" of the big enterprises. This thesis throws doubt upon the core competence theory after comparing differences between the core competitiveness and the brand competitiveness. Keeping global competition in view, the author thinks that our enterprises (regardless of scale) terribly lack the brand competitiveness, which enterprises of our country should make every effort to create.The paper puts forward the tactics after analyzing the situation and questions of our brand competitiveness.