企业品牌竞争力及其评价研究
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摘要
20世纪90年代以来,随着经济全球化的发展,中国已进入品牌竞争时代。品牌竞争是以品牌为手段的市场竞争,是产品竞争发展到较高阶段的表现形式。品牌竞争为了达到提高市场占有率和获取垄断的利润的目的,既包涵了价格竞争,又包涵了非价格竞争,具体表现在企业资源——企业的人才、产品质量、技术、信息、服务、产品信誉等方面的竞争。品牌竞争的结果就会产生品牌竞争力的大小,品牌竞争力是企业综合实力的重要体现。
本文综合运用经济学、管理学、营销学、心理学、社会学、传播学等学科知识进行系统分析,采用实证分析与规范分析相结合、定性与定量分析相结合的方法对企业品牌竞争力进行研究。
本文界定了品牌竞争力的内涵,特征及分类,探索了企业竞争力、核心竞争力和品牌竞争力的关联机理。核心竞争力是企业竞争力的重要组成部分,而品牌竞争力又是核心竞争力的组成部分,亦是其表现形式。
本文从品牌对象、品牌战略、品牌技术创新、品牌内路径、品牌外路径以及品牌环境等6个方面构建了评价企业品牌竞争力的指标体系。并在此基础上,采用调查研究和数理分析的方法,独特地从品牌产品的重要节点——生产者、消费者和零售商等三个视角设计评价指标的调查问卷并广泛获取信息,从而检验并修正了企业品牌竞争力的指标体系。
本文构建了基于灰色关联分析法的评价模型来研究其的品牌竞争力,并设计了基于该原理的评价软件以期随时更新数据得到动态的品牌竞争力评价结果。
实证研究方面,本文重点以武烟集团(即湖北中烟工业公司)为研究对象,构建了其品牌竞争力发展的SWOT矩阵,将之与其他五大型烟草公司进行比较研究。结果显示,上海烟草公司的在分值上遥遥领先,其品牌竞争力最强。湖南中烟的品牌竞争力分值以0.002的优势略高于湖北中烟,云南中烟位居第四,河南中烟和浙江中烟的品牌竞争力相当。这在一定程度上反映了各大烟草公司在品牌传播等品牌投入产出的效应状况。
最后本文从品牌管理、品牌理念、品牌文化、品牌质量、高效团队、信息及营销渠道、市场势力、技术创新、品牌投资、动态优势等12个方面构造了品牌竞争力的战略思路与发展对策。
With the development of economics globalization,China has come into the era of brand competition from 1990s.Brand competition is the upgraded shape of product competition,which is the market competition by brand. It's the resource competition of human,quality of product,technique,information,service and the credit of product,etc,which not only included price competition but also non-price competition aimed at improving market share and obtaining monopoly margin. Brand competition engenders the differences of brand competitiveness,which is the important embodiment of the comprehensive strength of enterprises.
This paper studied the brand competitiveness quantificationally and quantitatively by the methods of empirical and normative analysis,which comprehensive applied Economics,Management,Marketing,Psychics, Sociology and Communication Science etc.
Firstly,this paper defined the intension,characteristic and categories of brand competitiveness,probed the correlation mechanism of competitiveness,core competitiveness and brand competitiveness of enterprises.
Then,this paper constructed the index system of evaluation of brand competitiveness of enterprises from six factors,included the brand object,brand strategy,brand technology innovation,brand inner path,brand outer path and brand environment.Besides,it designed the surveys from producer,consumer and retailer particularly. Information's captured as much as possible to verify the index system by the method of inquiry and mathematical analysis.
Next,this paper selected six large-scaled tobacco groups of China and constructed the grey relational analysis method to evaluate their brand competitiveness. It especially constructed the SWOT matrix of Wuhan Tobacco Group. The results show that Shanghai Tobacco Co. owned the strongest brand competitiveness. Hunan Tobacco Co. got the second place and higher 0.002 score than Wuhan Tobacco Group,Yunnan Tobacco Co. got the forth place,Henan Tobacco Co. nearly has the same brand competitiveness to Zhejiang Tobacco Co. the scores and rankings reflected the input and output of brand cultivation of these tobacco groups to same extent.
Lastly,this paper constructed the strategy and suggestions to improve brand competitiveness from the elements of brand management,brand ideology,brand culture,brand quality,effective team,market channel,market force,technology innovation,brand investment and dynamic advantage etc.
本文综合运用经济学、管理学、营销学、心理学、社会学、传播学等学科知识进行系统分析,采用实证分析与规范分析相结合、定性与定量分析相结合的方法对企业品牌竞争力进行研究。
本文界定了品牌竞争力的内涵,特征及分类,探索了企业竞争力、核心竞争力和品牌竞争力的关联机理。核心竞争力是企业竞争力的重要组成部分,而品牌竞争力又是核心竞争力的组成部分,亦是其表现形式。
本文从品牌对象、品牌战略、品牌技术创新、品牌内路径、品牌外路径以及品牌环境等6个方面构建了评价企业品牌竞争力的指标体系。并在此基础上,采用调查研究和数理分析的方法,独特地从品牌产品的重要节点——生产者、消费者和零售商等三个视角设计评价指标的调查问卷并广泛获取信息,从而检验并修正了企业品牌竞争力的指标体系。
本文构建了基于灰色关联分析法的评价模型来研究其的品牌竞争力,并设计了基于该原理的评价软件以期随时更新数据得到动态的品牌竞争力评价结果。
实证研究方面,本文重点以武烟集团(即湖北中烟工业公司)为研究对象,构建了其品牌竞争力发展的SWOT矩阵,将之与其他五大型烟草公司进行比较研究。结果显示,上海烟草公司的在分值上遥遥领先,其品牌竞争力最强。湖南中烟的品牌竞争力分值以0.002的优势略高于湖北中烟,云南中烟位居第四,河南中烟和浙江中烟的品牌竞争力相当。这在一定程度上反映了各大烟草公司在品牌传播等品牌投入产出的效应状况。
最后本文从品牌管理、品牌理念、品牌文化、品牌质量、高效团队、信息及营销渠道、市场势力、技术创新、品牌投资、动态优势等12个方面构造了品牌竞争力的战略思路与发展对策。
With the development of economics globalization,China has come into the era of brand competition from 1990s.Brand competition is the upgraded shape of product competition,which is the market competition by brand. It's the resource competition of human,quality of product,technique,information,service and the credit of product,etc,which not only included price competition but also non-price competition aimed at improving market share and obtaining monopoly margin. Brand competition engenders the differences of brand competitiveness,which is the important embodiment of the comprehensive strength of enterprises.
This paper studied the brand competitiveness quantificationally and quantitatively by the methods of empirical and normative analysis,which comprehensive applied Economics,Management,Marketing,Psychics, Sociology and Communication Science etc.
Firstly,this paper defined the intension,characteristic and categories of brand competitiveness,probed the correlation mechanism of competitiveness,core competitiveness and brand competitiveness of enterprises.
Then,this paper constructed the index system of evaluation of brand competitiveness of enterprises from six factors,included the brand object,brand strategy,brand technology innovation,brand inner path,brand outer path and brand environment.Besides,it designed the surveys from producer,consumer and retailer particularly. Information's captured as much as possible to verify the index system by the method of inquiry and mathematical analysis.
Next,this paper selected six large-scaled tobacco groups of China and constructed the grey relational analysis method to evaluate their brand competitiveness. It especially constructed the SWOT matrix of Wuhan Tobacco Group. The results show that Shanghai Tobacco Co. owned the strongest brand competitiveness. Hunan Tobacco Co. got the second place and higher 0.002 score than Wuhan Tobacco Group,Yunnan Tobacco Co. got the forth place,Henan Tobacco Co. nearly has the same brand competitiveness to Zhejiang Tobacco Co. the scores and rankings reflected the input and output of brand cultivation of these tobacco groups to same extent.
Lastly,this paper constructed the strategy and suggestions to improve brand competitiveness from the elements of brand management,brand ideology,brand culture,brand quality,effective team,market channel,market force,technology innovation,brand investment and dynamic advantage etc.
引文
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