The Study On The Brand Building Evaluative System Of Bamboo Charcoal Processing Enterprises

Bamboo charcoal processing industry as a new environmental friendly industry has a wide application prospect and market development. Brand building is an effective way to obtain competitive advantage for Suichang bamboo charcoal processing enterprises.As the brand has a cyclical character,under different cycles show different characteristics,the brand-building enterprises need to adjust brand strategy in accordance with these features. Therefore, the study on the brand-building can provide a basis for the enterprise to adjust brand strategy and obtain competitive advantages.According to the brand-building process, brand life-cycle theories and analytic hierarchy process, the paper advanced an evaluation indicator system of brand building process. The system took brand awareness as the objective layer, which can reflect the brand life cycle, process of brand building as the criterion layer and the process of brand building from consumer's viewpoint as indicators layer. Through the questionnaires from experts and consumer,the paper collectted all the criteria weights and the indicators weights, calculated the weight of all indicators to the impact of brand-building process, and determined the key indicators in the process of brand building. Combined the evaluation indicator system with Suichang Wenzhao Bamboo Charcoal Co., Ltd. , the paper confirmed the brand stage by fuzzy comprehensive evaluation and advanced recommendations from the key indicators to promote the brand building process.According to the empirical study, the paper drew the main conclusion as following:(1) the brand awareness of Suichang bamboo charcoal processing enterprises was influenced by the branded products which can satisfied special needs , the acceptable forms of communication, the buying convenience of brand products and the matchable of brand connotation with product. Branded products which meet the specific features of the top factors affecting the coefficient of 0.3054, a trusted means of communication of the impact factor of 0.1894, the brand impact of the purchase of the convenience factor of 0.1424, brand and product content of the impact of the matching coefficient of 0.1424 .Bamboo charcoal processing enterprises of Suichang can promote the brand-building process from the above four factors. (2)The value of brand awareness of Suichang bamboo charcoal process enterprises was 1.8704,it was in introduced phase of lifecycle. (3) The value of brand awareness of Suichang Wenzhao Bamboo Charcoal Co., Ltd. was 1.9926. The brand was in its key point from introduced to grow phase of life cycle . To promote the brand-building process, Suichang Wenzhao Bamboo Charcoal Co., Ltd. can take measures from four key indicators mentioned above as following.First,fix the target market,enrich the brand connotation.Second,take the advantages of the spread of word-of-mouth to propagandize brand.Third, take supermarket as the main distribution channel.