From The Perspective Of Multi-dimensional Relations Brand Competitiveness Research Based On Customer Value

Brand competence have been got extensive concern by experts and scholars in domestic and foreign, business people, which have been put up the first one in abroad Since 1955. Brand value also sparked the brand competition hardly in the market. China enter brand competition era gradually since 1990s. When China become the WTO member, it faced with globalization more competition. With more competitive overseas well-known brand enter the Chinese market, China national brand faced a serious challenge. On this background, the domestic many scholars, experts and entrepreneurs concerned brand through improving the study and practice in all aspects continuously. As the development of the era and the variation of the market, the research angle of brand competence also become From single into multidimensional dynamic perspective, which provides an important basis for this paper. This paper based on the former research, and studied the theoretical research of scholars and experts in the related field. It uses comparative analysis way, through search the related enterprise brand information, discusses the forming process of the brand competence in the multidimensional view and as customer value is the core. It puts forward the indicator of brand competence and development strategy in the process of dynamic environment.Through the relationship between the brand competitiveness in the research on dynamic market environment, this paper consider that the customer perceptive value is the source of brand competitiveness in the different market and the brand competence can prompted the customer perceptive value which make brand competitive advantage further ascent. Then discuss the forming process of the brand competence in the multidimensional view and as customer value is the core. Because the brand competitiveness affected by the competition process, competition assets and the competitive environment these three dimensions, brand perception gains value is the process of brand competitiveness and brand influence by the customer perception lost value influence brand competitive assets in the dynamic changes of market environment. This paper find out the enterprise cost measure in a variety of resource elements circumstances through measure the enterprise internal resources and capacity configuration, and analysis the enterprise internal resource allocation based on customer perception material cost, time cost, use cost and acquisition cost. This paper measured the indicators of the dynamic environment of market, which include market structure index, market behavior index, market performance indicators, and concluded the affecting relations between the competition and related indicators. According to the different development stages, brand put forward as different customer's brand value index such as brand function index, brand differentiation innovation indicators, brand spread index, the brand culture index, and measured the index of these perception gain value. Finally, this paper based on the customer value perspective view and the process of changing market environment, puts forward corresponding brand development tendency strategy and the enterprise internal cost control tendency, which can promote the brand continuing competitive in the dynamic market environment.