Research On The Development Of Brands Competition In G Private Enterprise

With the deepening of enterprise reform, Chinese private enterprises have made greatachievements, but they still face fierce market competition in the future. Currently,competition in the market has become an era of brand competition measured with brand valuerather than product and price. G private enterprise has been one of the largest privatehigh-tech enterprises engaged in set of aluminum R&D, designing, producing and sales. Ithas achieved a certain market position, but still should meet the challenges from strongcompetitors all over the world.In this paper, the author systematically reviews theories about brand competitiveness，such as the definition theory, evaluation theory, impactive factor theory. Then, by using themethod of case analysis, discusses the brand competitiveness enhancement problem of Gprivate enterprise. Firstly, makes a concrete analysis of the state and the problems of brandcompetitiveness at the present with three indicators including brand market capabilities, brandmanagement capabilities and brand fundamental capabilities. Empirical analysis on brandmarket capabilities uses SPSS factor analysis. But to evaluate brand management capabilitiesand brand fundamental capabilities, qualitative method is used. Secondly, with microanalysis and macro analysis, analyses the influencing factors of G private enterprises brandcompetitiveness, which including corporate external macro factors and internal factors. Theformer includes industrial competitive factors and macro-environmental factors. The latterinclude factors that affect the brand management capabilities and brand fundamentalcapabilities. At last, comes up with some practical recommendations to enhance the G privateenterprise’s brand competitiveness, from the perspective of the enterprise and its externalenvironment. The author hopes that this research will enhance the competitiveness of the Gbrand and be useful for other private enterprises to improve their brand competitiveness.