Study On The Countermeasure Of Lifting Chinese Enterprise Brand Competition

The market economy nature is competition which is system demand and phenomenon accompanying market economy existence. After marketplace experiences unitary product competition, mass competition, price competition, advertisement competition etc. Consumer's consumption concept is not confined to run after product quality, the matter pattern of consumption changes from pure tangibility matter to spirit enjoyment, Brand plays a determinant role in consumer purchase. Brand is not a simple blip or signal, but is the important component of enterprise assets, brand products already become good-performance, high-profit, high-market share pronoun.But, from past to the end of 2006, Chinese enterprise brand have not entered in to the TOP 100 of best global brand assessed by "Business Week". Be imaginable, China lacks of the world famous brand. The Brand value of Haier which is the number one of the Chinese valuable brand (brand value is 9.602 billon U. S. dollar), is one seventh of Coca-Cola Brand value (brand value is 67 billion U. S. dollar) which is the number one of the TOP 100 of best global brand. The tenth of Chinese brand named Chang An (brand value is 1,713 billon U. S. dollar) is one thirteen of Meisaidesi (the brand is worth 21,795 billon U. S. dollar) which is the number ten of the TOP 100 of best global brand. In international market, "Made in china " means low-priced and low quality. China is the country of great manufacturing industry, however is the indisputable country which lack of famous brand.The thesis analyses the concept of brand and brand competition using the home and abroad theory for reference, uses contract theory, information economics and transaction costs to explain the nature of brand and brand competition generating mechanism, encourages enterprise to connect with the consumer in the field of mentality or emotion and build stable psychological contract with customer. The thesis structures appraising index system of enterprise brand competition, uses the fuzzy mathematics and analytical hierarchy process to valuate.The thesis analyses our country enterprise brand competition current situation and problem, then suggests lifting our country enterprise brand competition countermeasure: lifting the brand basis ability, lifting the brand management ability, lifting the brand relationship ability, lifting the brand market ability based on enterprise brand competition formation and structures government policy to lift the enterprise brand competition.