Research On Ambry Enterprise Brand Competitive Ability Of China

The improvement of people’s living conditions leads to pursue the brand consume has becomemore and more the theme of public life. Following China ambry industry started and graduallydevelopment and expansion, the market demand for brand ambry become ever-increasing and has atremendous potential development. However, our ambry enterprises still face many problems, such asthe entrance of related industry enterprises, the integration of ambry and electronics trend, thechallenge of foreign brand invade and regional brand limitations etc., the competitive entities becomediverse. While in the market environment that industry is large and a growing number of small brands,it’s imperative to accurately define the enterprise’s brand competition ability, analyzes its presentsituation and development trend, and constructs the feasible brand competitiveness evaluation model,so as to guide our ambry enterprises to improve their brand competitiveness and additional value.Based on this objective, with the ambry enterprise brand competitiveness as the research object,this paper established in the internal and external development environments and our ambry enterpriseown actual situation. According to the principles that in combination with theory and practice,integrated use qualitative analysis and quantitative analysis, this paper firstly analyzes thedevelopment and the current situation of our country’s ambry enterprises, characteristics and valueeffects of the brand competitiveness, and the internal and external sources of ambry enterprise brandcompetitiveness, on the basis of these, established our ambry enterprise brand competitivenessevaluation index system. Then based on questionnaire survey, by using the factor analysis method, itconstructed the comprehensive evaluation model for our country’s ambry enterprise brand competitive.This paper selects four typical ambry enterprises—BOLONI, OPPEIN, GOLDENHOME and YDEambry brands as the actual application of the competitiveness evaluation model, and verified theapplicability and feasibility of the comprehensive testing model, which in some extents, breakthroughthe boundaries that mainly qualitative evaluation of brand competitiveness in the past. Finally,through the analysis and study of evaluation results, the paper proposes some pertinence andexercisable suggestions for our country’s ambry enterprises in the four aspects of the brand basalability, the brand management ability, brand relations capacity and brand market ability.