A Comparative Study On The Competitiveness Of New And Old Brands Of Shanghai Listed Companies

Under the background of global economic integration,enterprises,as the micro subject of national development,are of great importance to the impact of their competitiveness on the whole national economy.According to UN statistics,China's industrial output is largest in the world.However,due to the low international competitiveness of Chinese enterprises,the low value of high yield is our current situation.In the past years,the gap of product quality,service quality between international brands has become the root cause of the competitiveness of Chinese enterprises.Since China's reform and opening up,China's comprehensive national strength significantly increased,the enterprise product quality and the improvement of service level,improve the enterprise competition environment in our country,to improve our country enterprise brand influence.Due to its low popularity and lack of competitiveness,Chinese enterprises have less share in the international market.Improving the brand competitiveness of Chinese enterprises is an important aspect of developing economy.In the era of command economy,Chinese enterprises attach little importance to brand.Since the 1980s,Enterprises are facing increasingly fierce competition,and the competition form is gradually changing from the simple product competition mode to the brand competition mode.The competitive advantage of the enterprise:resource advantage,technical advantage,talent advantage,management advantage,marketing advantage,etc.,finally translate into the competitive advantage of enterprise brand.Brand competitiveness has become the most lasting core competitiveness of enterprises,and the brand has become the focus of entrepreneurs and scholars.At the national level,our country puts forward the strategic thinking of Chinese products'transformation to Chinese brands,and draw up a plan on the development of brand development strategy documents.Shanghai emphasizes the development of "Shanghai service","Shanghai shopping","Shanghai manufacturing","Shanghai culture" four brands,to build brand advantages.The country,region pay attention to brand economy,is the foundation of enterprise brand development.Foreign research on brand competitiveness is relatively early.Some scholars from the composition of competitiveness,and believe that brand competitiveness includes factors such as popularity,reputation,brand association and so on.The other scholars mainly from the competitive market performance,think the brand competitiveness is the profitability and sustainable management ability.Existing research on enterprise brand competitiveness is mainly focused on single enterprise or industry,has seldom compared the new and old brands.The comparative study on the competitiveness of the enterprise brand,discuss the difference of the new and old brand competitiveness,which is conducive to the cultivation and development of the brand.Analysis and comparison the constituent elements of brand competitiveness,include the market performance and development ability,operation ability,development foundation four dimensions,discovered the main factors influencing the brand competitiveness is the enterprise brand market performance,old brand enterprise has a long history and more competitive as a whole.This paper chooses the enterprise brand competitiveness as the research direction,and analyzes the difference of the competitiveness of Shanghai's new and old brands by building the index system of brand competitiveness.The research contents include:first:the definition of brand,old brand,brand economy and brand competitiveness,so as to determine the content of this research.Secondly:it summarized the research status of brand competitiveness at domestic and abroad and analyzes the composition of brand competitiveness,summarized the evaluation method of existing brand competitiveness.Thirdly:it analyzed the current situation of the brand competitiveness of Shanghai new and old enterprises,and Compare international brand competitiveness development experience,then evaluated the overall competitiveness of new and old brands.Fourthly:through the construction of competitive evaluation index,the factors that influence the competitiveness of Shanghai's new and old brands are empirically analyzed to explore the reasons for the differences in the competitiveness of Shanghai's new and old brands,as well as their respective competitive advantages.Fifth:the paper puts forward the problems and shortcomings of Shanghai enterprises in developing brand competitiveness,and provides corresponding strategies and Suggestions for these problems.In this paper,comparative analysis and principal component analysis are used to draw the following conclusions:1.The main factors affecting the competitiveness of Shanghai's new and old brands are the market performance of the brand.Among them,brand awareness has great influence on the performance of enterprise brand market.2.For new and old enterprise brand competitiveness advantage difference contrast,old brand potential in the brand development and brand operation ability have more advantages,new brand competitive advantage lies in the development of the foundation.3.The overall competitiveness of old brands is stronger than that of new brands,but the gap between different industries is large.The difference of brand competition ability on strategic industry represented by equipment manufacturing industry is more obvious than traditional industries such as food and retail.