Research On The Construction Of Evaluation System Of Brand Competitiveness Of Traditional Chinese Medicine Enterprises

Objective:The global economic integration which brings the more severe competition worldwide connects the world, and then, the international competition has entered the stage of brand competition. Traditional Chinese medicine (TCM) made great contribution to the development and prosperity of China as a treasure of traditional Chinese. It is on the base of raising the brand power and strengthening competitive advantage of Chinese medicine enterprises that may make the Chinese medicine industry modernization and internationalization come to reality. Thus, the study of brand competitiveness evaluation construction of Chinese medicine enterprises is of very importance to the development of the whole traditional Chinese medicine industry.Though there are number of studies on brand competitiveness, they are mainly focused on the study of the theory of the universality, how to apply the universal theory to the different industry remains to be more scholars to explore. For different industries, brand competitiveness may have certain differences especially in the traditional Chinese medicine industry, such as the performance, influence factors and evaluation method and so on. Existing brand competitiveness evaluation index system is geared to the needs of common enterprise, we are lack of evaluation index system of enterprise in traditional Chinese medicine. Such general evaluation index system once adopted to evaluate the Chinese traditional medicine enterprise, the result can be hard to avoid bias, and is difficult to accurately depict the brand competition status of Chinese traditional medicine industry.This study aims to build brand competitiveness evaluation system suitable for Chinese traditional medicine industry.lt starts from analysising the market law of development, Chinese traditional medicine industry characteristics and brand competitiveness and brand management theory, and explors to depict brand internal and external traits and to evaluate the future development ability, to study all the general and special performance of traditional Chinese medicine enterprise brand competitiveness.Method:To compare the commonness and difference of traditional Chinese medicine industry brand competitive performance with other industries through literature research. To clear the specific construction of traditional Chinese medicine (TCM) industry brand advantage through expert interview. And then to build the reasonable evaluation system of brand competitiveness suitable for Chinese traditional medicine industry, according to which to formulate correct brand development strategy to cultivate brand competitiveness of Chinese medicine enterprises in our country, so that to continuously improve the core competitiveness of the brand, and also provide reference for the government administration policy. The main contents are:First, the brand competitiveness evaluation research of relevant literature at home and abroad were reviewed and scientific retrieval, and reasonable summary with two lines at home and abroad,to provide literature research foundation for subsequent theoretical framework.Second, the traditional Chinese medicine in China listed companies published financial statements, the social responsibility report, website information and relevant data, are detailed researched. Brand competitiveness index library of traditional Chinese medicine enterprise is formatted on the basis of this detailed research. With literature review and traditional Chinese medicine industry characteristics research as the basic source, theoretical model is proposed in this study to evaluate the brand competitiveness.Third, based on the theory of variable model decomposition, choose the research object, collecting relevant data, selected data analysis method.Fourth, the empirical analysis is combined with SPSS20.0 and word frequency analysis statistic software to carry on. The data analysis and be divided into four steps:the first step is to deal with the required data, and make it standard. The second step is to identify indicators to determine the index whether to the importance of the reserve and name new factors with SPSS principal component analysis (PCA) method. The third step is weight calculation. The fourth step is to summarize the results of the study.Fifth, according to the study of traditional Chinese medicine enterprise brand competitiveness evaluation system, combined with the management practice, put forward the strategies of the Chinese traditional medicine enterprises, to enhance the brand competitiveness, and put forward rational suggestions for the government in traditional Chinese medicine enterprise management. And discuss the problem of this study and possible future research directions.Results:Through the empirical analysis, this study proposed a brand competitiveness evaluation system of traditional Chinese medicine enterprise including "brand management quality", "brand show validity", "brand social contribution", "brand value potential" four dimensions.Conclusion:Enterprises can improve the management level and promote brand management accordingly, governments can use this as a performance measure of the enterprise, to upgrading the cause of Chinese medicine.