Construction And Application Research Of Brand Competitiveness Evaluation Model Based On Performance Excellence Mode

Along with the continuously deepening on the "Reform and Opening up", China’s economy is developing rapidly. In Year2010, China has become the world’s second largest economy. However, it is sad to realize that the ranking for China’s international famous brand is not consistent with it’s GDP. We rarely find China brand on the list of brand ranking, neither from Interbrand, nor from The World Brand Laboratory. The reason is that manufacturing enterprises in China have been occupying low-end of global industrial chain, which contributes the minimum value in the smile curve, while Europe and the United States and other developed countries stay on both ends of the smiling curve, R&D and marketing. No wonder, having the manufacturing power does not mean of having the possession of branding power.This study focused on brand competitiveness of manufacturing, which intends to help enterprises to have better understanding on the competitiveness of their own brand by building an appraisal model of brand competitiveness, to maintain continuous improvement on the company’s daily operations, and finally to achieve transformation and improvementFirstly, determines the research idea of this article, confirming the research framework of "Deconstruction-System Modeling-Practical Application ". Secondly, deconstruct and define the related concepts of brand competitiveness based on the framework; Explore the influential factors and the sources of brand competitiveness; Summarize the evaluation systems of both domestic and foreign scholars on brand competitiveness, extracting the essence of the previous research, then put forward a evaluation model from the perspective of performance excellence mode, which integrated both analysis indicators and the evaluative index. Finally, this paper took452enterprises from S country as evaluation object to complete the empirical application. According to the brand competitiveness score of manufacturing (MBCS), the enterprises could clearly aware of their competitiveness, through the brand competitiveness index of manufacturing (MBCI), understanding their relative levels in the reference system, such as the differences on the following, namely, size, ownership, industry and area systems. The comparison and analysis not only help enterprises to find a way to enhance their competitiveness, but also to help the government to implement branding strategy more specifically.The paper placed more emphasis on the construction process of the evaluation model, including the choice of evaluation factors, the evaluation index of screening, the establishment of the index weight set, the selection of evaluation methods and the setting of calculation model. In the text, after defining brand competitiveness, we ascertained the basic elements of brand competitiveness by adopting the method of literature research and analysis, and combined with the feature of Performance Excellence Model to establish a new evaluation model. Based on this, this study took philosophy thoughts as the instruction, then designed and selected the evaluation indicators by using the four-index system design methodology from Tian Zhiyou. In the end, according to the practical significance of this study, designed a calculation model which could reflect both the state of absolute and relative status. Thus, we established a evaluation system with scientific logic.This is both the core and difficult part of this research.