The Construction Of The Evaluation Index System Of Industry Potential Energy And Its Application Research

In the accelerating process of economic globalization,the competition mode between modern enterprises is becoming stiff,how to obtain and maintain competitive advantages in the fierce competition environment becomes the core problem.Under this background,many scholars have discussed the key resource to improve enterprise competitiveness,and until now they mainly focus on the Competence Theory of the Firm.Therefore,how to improve enterprise abilities is key.Enterprise abilities include comprehensive operation ability,earnings-generating capacity,development ability,market ability and so on.In order to make effective strategic decision,enterprises need to accurately grasp the market position.For now,there have been many scholars clearly put forward the concept of "potential energy" to measure the social and market positons of enterprises and view this study as an important part of enterprise competence.But they did not achieve quantifiable goals.In this paper,the theoretical definition of the potential energy of the industry is used and the quantitative research on the current market potential of the enterprise is constructed based on the evaluation index system.The potential energy of the industry is an important part of the enterprise's capability.It refers to the potential of the enterprise in the society and the industry,which reflects the market position of the enterprise in the industry.This paper has built an evaluation index system of industry potential energy which contains six aspects:perspective of the buyer,perspective of the seller,peer competition,brand cornerstone,product innovation and the interests of stakeholders.I connect these six variables by using the composite index method to express the relative ability.Finally this paper compares the index calculation results with China's 500 most valuable brand rankings released by the world brand laboratory.The comparison results show that they are consistent mostly.So we can reach a conclusion that the evaluation index system is reasonable.In order to strengthen the applicability,this paper further analyzes the typical company index calculation and put forward the corresponding improvement suggestions.Previous studies show that the market potential of enterprises are relevant to enterprise performance,brand value,commercial credit,and goodwill,etc.So the quantitative measurement of the market potential of the enterprise is beneficial to promote the study on the relationship within other relevant variables.This method lays a foundation for the measurement of enterprise ability,also provide stakeholders with more valuable enterprise information.