A Study Of A Model Of Brand Competitiveness In Chinese Home Appliance Manufacturing

After thirty years of development, China has become the world’s largest home appliancemanufacturing country. Household electrical appliance manufacturing industry is one of theearliest open one of the industry, it has a certain competitive ability, but also exists a problem.Forexample, Chinese household electrical appliance manufacturing advantage also concentrated inlow-end products and processing assembly, the high-end products started relatively late, and themultinational enterprise compared still is in inferior position; Core technology less; Labor costgradually lose original competitive advantage; lack of rich international competitiveness of brand;Small household electrical appliances enterprises pay more and more attention to brandconstruction, through the "home appliances to the countryside"," TM" wait for policy support, abatch of new home appliance brand cut a striking figure, As Sawyer, noble,, and other enterprises,promote the development of the three or four class market, and now, through the CCTV ads,quietly into a second market.Based on literature review and analyze, select the brand competitive ability to China’shousehold electrical appliance manufacturing enterprise’s competitiveness. Based on the theoriesof enterprise competitiveness, brand competitiveness, brand equity theory literature study andcomb, With Professor Qiao Jun of the Ministry of national education of Humanities and SocialSciences Research" brand competitiveness evaluation system and upgrade the brand of" presentedin the manufacturing enterprises brand competitiveness evaluation index system for the maintheoretical basis, Combined electric appliance manufacturing industry characteristics, constructsthe electrical appliances manufacturing enterprises brand competitiveness evaluation model, andby using this model, the Haier, Gree and media three companies by empirical study.This paper broadens the enterprise competitiveness research angle of view, has enriched thehousehold electrical appliance enterprises brand competitiveness of the industry connotation.Construction of brand competitiveness model of China’s manufacturing enterprises brandcompetitiveness identification. Chinese home appliances manufacturing enterprises to recognizetheir own brand competitiveness and how to improve the competitiveness of their brands have acertain reference value.