The Research On Tianjin Tasly Company’s Brand Competitiveness

In the increasingly fierce market competition, more and more difficult to realize productdifferentiation of today，Without a strong brand is not long survive. Modern competitive hascrossed to brand competition stage. Each big enterprise in succession to speed up the buildingbrand image and brand building, brand management and implement the brand strategy of thepace, In order to achieve brand competition advantage in this new round of competition.Pharmaceutical enterprise do their best to make strong brand in this round of "brandwar".Some domestic famous brand such as "Tong Ren Tang","San-jiu Group"," Yunnanwhite powder" has set up a good brand image in the consumers’ mind and won considerablecompetitive advantage after years of brand building and management. However, several largepharmaceutical brand can not compare with the international pharmaceutical giants whetherfrom the brand assets or from the brand influence, the brand competitiveness is still very weak.Over the past two years, foreign pharmaceutical enterprises in China speed up their mergerand acquisition activity and increase the cost of development investment to further expansionin the market in China and the influence of the market share. Domestic pharmaceuticalenterprise needs to speed up the brand construction to improve the competitiveness.This paper put brand competitiveness theory as the starting point, and get Tianjin TaslyGroup’s brand competition ability as the research object, building the brand competitivenessevaluation index system to evaluate the brand competitive situation. Because competitivenessis a relative concept, only compared with other competitors, it can reflect its competitive level.Therefore when we build brand competitiveness evaluation index system, we construct abrand competitiveness evaluation index system which is suitable for Tasly and other Chinesemedicine enterprises. Then use AHP to confirm the weight of every evaluation index, gettinga conclusion that evaluation indexes such as market share, patent number, the leading productquantity, research and development expenses and the industry chain management, brandspread and orientation, brand management, marketing channel team level take up a largerproportion.Then we get Tasly and rival brand competition ability’s score by usingcomprehensive evaluation model.After that we analyse Tasly and competitors’ performancein each evaluation index of brand competitiveness, getting a conclusion that Tasly has certainadvantages in the patent number, research and development ability and the industry chain management level, there is a disparity with the competitors in the leading product quantity,marketing channel, brand orientation, international market share, brand awareness and loyalty.According to the existing brand competitive disadvantage, put forward the countermeasures topromote the brand competitiveness, so that achieved a higher premium brand and brandcompetitive advantage in the market competition.