Study On Brand Competitiveness Of Shanghai Tiantian

As the largest private Internet/Intranet equipment and solutions provider,without brand advantage,and facing obstacles in developing high-end market,this paper focused on brand competitiveness research of ShanghaiTiantian Company,hoping to provide reference for upgrading the brand advantage and playing a positive role in promoting the development of Chinese brands.Based on the systematic research to brand competitiveness theory in this paper,the connotation of brand strategy management was expounded,and the implementation strategies in different time were discussed,what's more,the brand competitiveness evaluation index system and model were built.The present situation of brand competitiveness in ShanghaiTiantian Company was deeply analyzed,and the Analytic Hierarchy Process and fuzzy comprehensive evaluation were both used to evaluate its brand competitiveness,and the way to deal with a situation was also given to enhance its brand competitiveness.