企业品牌竞争力评价方法研究视角与启示
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摘要
如何分析和评价企业品牌的竞争力,是近年来日益受到学术界关注的课题。本文梳理了立足企业外部视角针对该主题的相关研究,发现目前对于企业品牌竞争力的评价主要基于市场财务表现、品牌运营管理、综合管理这三个视角来开展进行。依据市场财务表现视角来探究品牌竞争力评价的学者认为通过客观有效的市场数据能够直接、集中地反映企业品牌竞争力;基于品牌运营管理视角探讨品牌竞争力的研究主要是考虑消费者感知、评价和行为在品牌竞争力培育中的重要作用;还有部分学者综合考察企业自身、消费者态度、行业特性等不同维度来全面考量品牌竞争力的强弱。同时对未来企业品牌竞争力评价方法的研究方向进行了展望,期待重点解决如何将现有的评价方法更好地应用于实践以提高品牌竞争力评价结果的可靠性。
How to analyze and evaluate the competitiveness of an enterprise brand is an issue that has increasingly drawn the attention of academics in recent years. This paper sorts out the relevant research based on the external perspective of the enterprise and finds that the current evaluation of the brand competitiveness of the enterprise is mainly based on the market financial performance,brand operation management or integrated management. Based on the market financial performance perspective, scholars believe that objective and effective market data can reflect corporate brand competitiveness directly;from the brand operation management perspective,the brand competitiveness research mainly consider the important roles of consumer perception,evaluation and behavior in the cultivation of brand competitiveness;there are also some scholars comprehensively studying the enterprise itself,attitude of consumers,industry characteristics and other dimensions to fully consider the strength of brand competitiveness. At the same time, we look forward to the future research direction about evaluation methods, and the key point is to solve the problem of how to apply the existing evaluation methods better in practice so as to improve the reliability of the evaluation results of brand competitiveness.
How to analyze and evaluate the competitiveness of an enterprise brand is an issue that has increasingly drawn the attention of academics in recent years. This paper sorts out the relevant research based on the external perspective of the enterprise and finds that the current evaluation of the brand competitiveness of the enterprise is mainly based on the market financial performance,brand operation management or integrated management. Based on the market financial performance perspective, scholars believe that objective and effective market data can reflect corporate brand competitiveness directly;from the brand operation management perspective,the brand competitiveness research mainly consider the important roles of consumer perception,evaluation and behavior in the cultivation of brand competitiveness;there are also some scholars comprehensively studying the enterprise itself,attitude of consumers,industry characteristics and other dimensions to fully consider the strength of brand competitiveness. At the same time, we look forward to the future research direction about evaluation methods, and the key point is to solve the problem of how to apply the existing evaluation methods better in practice so as to improve the reliability of the evaluation results of brand competitiveness.
引文
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[5]金碚.以量化的形式显示竞争力[N].纺织信息周刊,2005-7-25.
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[7]贺爱忠.中国城市零售企业品牌竞争力的培育与提升[J].中南财经政法大学学报,2006(6):101-105.
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[21]王成荣.品牌价值的评价与管理研究[D].华中科技大学,2005.
[22]Lane V,Jacobson R.The Reciprocal Impact of Brand Leveraging:Feedback Effects from Brand Extension Evaluation to Brand Evalution[J].Marketing Letters,1997,8(3):261-271.
[23]Paul Temporal.高级品牌管理[M].北京:清华大学出版社,2004.
[24]张亚萍.基于层次分析法的饭店品牌竞争力评价研究——以合肥元一·希尔顿饭店为例[D].苏州大学,2010.
[25]王红君,张锐,邓群.复杂语言关联情境下科技期刊品牌竞争力评价研究[J].中国科技期刊研究,2016,27(6):637-644.
[26]季六祥.我国品牌竞争力的弱势成因及治理[J].财贸经济,2002:58—62.
[27]季六祥.一个全球化的品牌竞争力解析框架[J].财贸经济,2003(8):87—91.
[28]沈占波,杜静静.论品牌竞争力外显性指标体系构建[J].商业研究,2005(7):100-101.
[29]李德立,王成.品牌竞争力评估探讨[J].农场经济管理,2005(6):40-41.
[30]胡大立.企业竞争力决定因素及其形成机理分析[M].北京:经济管理出版社,2005.
[31]乔均.百货商店及连锁商店品牌形象研究[M].北京:中国财政经济出版社,2010:17-36.
[32]马轶男.品牌竞争力的评价指标体系的构建[J].经济问题探索,2013,(03):153-157.
[33]孟鹏,曹金龙,刘召军.中国工业企业品牌竞争力评价模型研究[J].标准科学,2014(01):53-57.
[34]沈忱,李桂华,顾杰,黄磊.产业集群品牌竞争力评价指标体系构建分析[J].科学学与科学技术管理,2015,36(01):88-98.
[35]郇鹏,辜菊水,屈湘辉,宋冰.基于市场化导向的卷烟品牌竞争力综合评价体系研究[J].中国烟草学报,2015,21(01):100-106.
[36]李卫红.基于G1法和复合线性矩阵的制造型企业品牌竞争力评价[J].企业经济,2015,34(07):79-83.
[37]王黎.基于BP人工神经网络的卷烟品牌竞争力评价体系构建研究[D].昆明理工大学,2010.
[38]金碚.企业竞争力测评的理论与方法[J].中国工业经济,2003(3):5-13.
[2]刘尔奎.从品牌的价值构成要素谈我国企业品牌评估的方法[J].经济论坛,1997(11):17-19.
[3]张世贤.品牌与工业品竞争力[J].经济导刊,1996(6):21-26.
[4]刘传铁.品牌竞争研究[D].武汉大学,2000.
[5]金碚.以量化的形式显示竞争力[N].纺织信息周刊,2005-7-25.
[6]毛政,卿惠,周发明.评价品牌竞争力的模糊模型及运用[J].湖南农业大学学报(社会科学版),2004(4):44-45.
[7]贺爱忠.中国城市零售企业品牌竞争力的培育与提升[J].中南财经政法大学学报,2006(6):101-105.
[8]李承惠.透视竞争——品牌竞争力及其消费者评价指标探析[J].北京统计,2003(7):48-50.
[9]李光斗.品牌竞争力[M].北京:中国人民大学出版社.2004.
[10]许基南.品牌竞争力研究[M].北京:经济管理出版社,2005.
[11]白玉,乔鹏涛.基于层次分析法的品牌竞争力综合评价研究[J].科技进步与对策,2005(12):140-142.
[12]周玫,余可发.基于顾客忠诚的品牌竞争力评价分析[J].当代财经,2005(9):74-76.
[13]陈亚荣,郭景.消费者视角下的品牌竞争力测评体系探析——基于主成分分析法的实证研究[J].消费研究,2010(4):12-15.
[14]蒋亚奇,张亚萍.基于层次分析法的企业品牌竞争力评价与测度研究[J].经济研究导刊,2011(8):139-141.
[15]黄晓慧,崔茂森.基于AHP和模糊综合评价的农产品品牌竞争力评价及实证研究[J].江苏农业科学,2014,42(6):483-486.
[16]周敏,王强.基于消费者特征视角下的乳制品品牌竞争力评价体系初探——以湖南省湘潭市为例[J].黑龙江畜牧兽医,2017(8):45-48.
[17]Pradeep K.Chintagunta.Investigating the effects of a line extension or new brand introduction on market structure[J].Marketing Letters,1996,7(4).
[18]Lau G T,Lee S H.Consumers'Trust in a Brand and the Link to Brand Loyalty[J].Journal of Market-Focused Management,1999,4(4):341-370.
[19]S Shtovba,O Shtovba.Prediction The Competitive Strength Index of Brand Product on Base of Fuzz Logic,Computational-Logic,Org,1999.
[20]Franses P H,Vriens M.Advertising Effects on Awareness,Consideration and Brand Choice Using Tracking Data[J].Social Science Electronic Publishing,2004.
[21]王成荣.品牌价值的评价与管理研究[D].华中科技大学,2005.
[22]Lane V,Jacobson R.The Reciprocal Impact of Brand Leveraging:Feedback Effects from Brand Extension Evaluation to Brand Evalution[J].Marketing Letters,1997,8(3):261-271.
[23]Paul Temporal.高级品牌管理[M].北京:清华大学出版社,2004.
[24]张亚萍.基于层次分析法的饭店品牌竞争力评价研究——以合肥元一·希尔顿饭店为例[D].苏州大学,2010.
[25]王红君,张锐,邓群.复杂语言关联情境下科技期刊品牌竞争力评价研究[J].中国科技期刊研究,2016,27(6):637-644.
[26]季六祥.我国品牌竞争力的弱势成因及治理[J].财贸经济,2002:58—62.
[27]季六祥.一个全球化的品牌竞争力解析框架[J].财贸经济,2003(8):87—91.
[28]沈占波,杜静静.论品牌竞争力外显性指标体系构建[J].商业研究,2005(7):100-101.
[29]李德立,王成.品牌竞争力评估探讨[J].农场经济管理,2005(6):40-41.
[30]胡大立.企业竞争力决定因素及其形成机理分析[M].北京:经济管理出版社,2005.
[31]乔均.百货商店及连锁商店品牌形象研究[M].北京:中国财政经济出版社,2010:17-36.
[32]马轶男.品牌竞争力的评价指标体系的构建[J].经济问题探索,2013,(03):153-157.
[33]孟鹏,曹金龙,刘召军.中国工业企业品牌竞争力评价模型研究[J].标准科学,2014(01):53-57.
[34]沈忱,李桂华,顾杰,黄磊.产业集群品牌竞争力评价指标体系构建分析[J].科学学与科学技术管理,2015,36(01):88-98.
[35]郇鹏,辜菊水,屈湘辉,宋冰.基于市场化导向的卷烟品牌竞争力综合评价体系研究[J].中国烟草学报,2015,21(01):100-106.
[36]李卫红.基于G1法和复合线性矩阵的制造型企业品牌竞争力评价[J].企业经济,2015,34(07):79-83.
[37]王黎.基于BP人工神经网络的卷烟品牌竞争力评价体系构建研究[D].昆明理工大学,2010.
[38]金碚.企业竞争力测评的理论与方法[J].中国工业经济,2003(3):5-13.