提升我国企业品牌竞争力的对策研究

发布时间：2018-05-08 20:15

本文选题：品牌竞争力 + 生成机理　；参考：《兰州理工大学》2008年硕士论文

【摘要】： 竞争是市场经济的体制要求和体现。市场竞争经历了价格竞争、质量竞争和服务竞争,已过渡到品牌竞争阶段。消费者的消费观念不局限于追求产品质量,消费方式由纯粹的有形物质消费方式向通过物质消费追求精神享受的文化消费方式转变,品牌成为消费者购买意愿的决定因素。品牌已不再是简单的标识或信号,而是企业资产的重要组成部分,品牌产品已成为高业绩、高利润、高市场占有率的代名词。截止2006年底,美国《商业周刊》评比的全球最佳品牌前100名,没有中国企业的品牌。中国企业品牌的资产价值与国外品牌相比差距较大。中国最有价值品牌第一名海尔(品牌价值96.02亿美元),其品牌价值只是全球最佳品牌第一名可口可乐(品牌价值670.00亿美元)的1/7,中国最有价值品牌第十名长安(品牌价值17.13亿美元)是全球最佳品牌第十名梅赛德斯(品牌价值217.95亿美元)1/13,国际商品市场中“中国造”等同于廉价、低质的观念根深蒂固。中国是无可非议的制造业大国,却也是无可争议的品牌弱国。本文借鉴国内外品牌及品牌竞争力的理论,对品牌及品牌竞争力内涵进行深入了分析,并运用信息经济学、交易费用理论、契约理论等基础理论,提出品牌的经济学本质及品牌竞争力生成机理,并鼓励企业加强与消费者在心理或情感方面进行磨合,与顾客建立稳定心理契约。围绕企业品牌竞争力的构成,设立品牌竞争力评价指标体系并运用模糊数学及层次分析法对其进行综合评价。通过对我国企业品牌竞争力的现状及问题进行深入分析,针对存在的问题,提出了提升我国企业品牌竞争力的对策:提升企业的品牌基础能力、品牌运作能力、品牌关系能力和品牌市场能力,并构建了有效的政府政策支持体系辅助企业提升其品牌竞争力。
[Abstract]:Competition is the system requirement and embodiment of market economy. Market competition has experienced price competition, quality competition and service competition. The consumer's consumption concept is not limited to the pursuit of product quality. The consumption mode is changed from pure tangible material consumption to cultural consumption which pursues spiritual enjoyment through material consumption. Brand becomes the decisive factor of consumers' willingness to buy. Brand is no longer a simple logo or signal, but an important part of enterprise assets. Brand products have become synonymous with high performance, high profit and high market share. By the end of 2006, Business Weekly ranked the top 100 best brands in the world without Chinese brands. Compared with foreign brands, the asset value of Chinese enterprise brands is far from that of foreign brands. China's most valuable brand No. 1 Haier (brand value $9.602 billion), its brand value is only the world's best brand Coca-Cola (brand value of $67 billion), China's tenth most valuable brand Changan (goods) The brand is worth $1.713 billion) and is the 10th best brand in the world ($21.795 billion per cent). "made in China" is the equivalent of cheap in the international commodity market. The idea of low quality is deeply rooted. China is an irreproachable manufacturing power, but also an indisputable brand weak country. This paper draws lessons from the theories of brand and brand competitiveness at home and abroad, analyzes the connotation of brand and brand competitiveness, and makes use of basic theories such as information economics, transaction cost theory, contract theory, etc. This paper puts forward the economic essence of brand and the forming mechanism of brand competitiveness, and encourages enterprises to strengthen psychological or emotional running-in with consumers and establish stable psychological contracts with customers. According to the composition of enterprise brand competitiveness, the evaluation index system of brand competitiveness is set up and the comprehensive evaluation is carried out by using fuzzy mathematics and analytic hierarchy process (AHP). Through the in-depth analysis of the current situation and problems of the brand competitiveness of Chinese enterprises, this paper puts forward some countermeasures to enhance the brand competitiveness of our country's enterprises: the basic ability of brand, the ability of brand operation. Brand relationship ability and brand market ability, and build an effective government policy support system to assist enterprises to enhance their brand competitiveness.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

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