Research On Enterprise Brand Competitiveness Evaluation System

Brand competitiveness is a concept that is rich and difficult to define.With the intensification of global competition,the international competition has shifted from the competition of the real economy to the competition of the brand.The countries with strong brands and core competitiveness tend to gain more market share in the international market.Since the reform and opening up,China has embarked on the implementation of brand strategy.After nearly 40 years of development,brand building has made great progress,and a large number of enterprises with international reputation and independent intellectual property rights have emerged.However,compared with major brands such as the United States and Japan,China's brands still have a large gap in terms of quantity and quality.Inner Mongolia autonomous region,as a major resource province of China,has maintained the first place in the whole country for many years since 2010.In the promotion of brand strategy,the party committee and the government of the autonomous region paid great attention to the policy of developing the brand development in Inner Mongolia.In particular during the "12th five-year period",the promotion of the relevant policies,the brand construction has been completely transformed from the individual behaviors of the enterprise to the government behavior.Although the Inner Mongolia autonomous region has made great achievements in brand building,compared with other provinces and cities,overall competitiveness is still weak,and there is a great shortage of brand competitiveness monitoring.This article research has focused on the enterprise brand competitiveness of listed companies in Inner Mongolia region,through meticulous dismantling of brand competitiveness and related concept,and combining with the essence of scholars at home and abroad,put forward based on the enterprise resources,enterprise management capacity,industry support and brand performance ability,from the perspective of corporate finance,focus on the formation process of brand competitiveness of the brand competitiveness evaluation model.This paper mainly discusses the source of enterprise brand competitiveness and the establishment of evaluation model,and determines the component elements of brand competitiveness through careful sorting of relevant literature.Evaluation model built is mainly discus that structure of indicators set,the selection of the evaluation method,the setting of the evaluation model,etc.,and finallyformed a set of evaluation system with scientific logic.The construction of evaluation model is the core and the difficult point of this paper.