Research On Dairy Manufacturing Enterprise Brand Competitive Ability Of China

In current society,the era of the products in short supply has already gone forever,the competition of the international market has already moved into era of the brand competition taking brand and value as the core of products in the competition instead of prices. China dairy market has developed into a modern food manufacturing industry with advanced techniques and complete varieties in the past ten years.The current dairy market is becoming more competitive.The competition of the dairy market is becoming increasingly fierce,and dairy supply is becoming increasingly fierce too.But the Sanlu milk powder incident shocked the Chinese dairy products industry and the public at large in September 2008. The brand competitive ability is synthesis performance of the enterprise competitive ability in the market,and the brand has become the main body of market competition. It is imperative for our country dairy manufacturing enterprise to promote their brand competitive ability In order to be able to be winner in the fierce competition.This article takes Dairy manufacturing enterprise Brand competitive ability as an object of study.It combines the theoratieal and Practieal,qualitive and quantative methods, combining with new tendency of enterprise competition,and we analyze the origin of brand competitive ability superiority and the mechanism of the formation of the brand competitive ability.Thus we establishes models of the dairy manufacturing enterprisebrand competitive ability.Basing on the developmental environment and breaking through the routine qualitive analysis and with the basic theory of the competitive power and supporting elemenis,this article brings in and modifies the normal evaluating system;combining With the questiounaire servey,it creates the indieator system to Professionally evaluate the competitive Power of brands in dairy manufacturing companies.Then,it uses AHP method to calculate the indieator system's weight,and Constructs comprehensive evaluation model of Dairy manufacturing enterprise Brand competitive ability.This article verifies the availability of the model,with the examples of the typical dairy manufacturing companies----Inner Mongolia Yili Ltd, Guang Ming Dairy and San Yuan.Finally,basing on the transnational brand analysis and research, the article finally gives the mentality analysis and the countermeasure suggestion to promote our country dairy manufacturing enterprise brand competitive ability.