我国知名家电企业品牌国际竞争力研究

【作者】 赵明；

【导师】 杨伟文；

【作者基本信息】 中南大学 ， 国际贸易学， 2005， 硕士

【摘要】 品牌竞争是国际家电市场竞争的主要形式。加入世贸组织后我国已成为全球最大的家电生产基地和消费市场。在跨国家电企业纷纷调整品牌战略,凭借其雄厚的资金、先进的技术、全球化的销售网络和强大的品牌实力加大对我国市场的扩张的同时,我国一批知名家电品牌也纷纷走出国门,在海外市场开始与国际家电巨头展开全方位的较量,并已初见成效,逐步形成各具特色的品牌国际竞争优势。 本文尝试性地提出了品牌国际竞争力的概念与内容并在借助PEST宏观环境分析工具、行业结构分析框架和SWOT模型研究我国知名家电企业品牌成长的国际竞争环境的同时运用专家打分、均值方差分析和主成分分析等方法在搜集了大量数据的基础上从品牌增值能力、品牌市场表现、品牌消费者竞争力和品牌贸易竞争力等四个层面对我国知名家电企业品牌国际竞争力现状进行分析、评价与比较。 针对在机遇与挑战并存的国际家电市场竞争环境中,我国知名家电企业在品牌国际竞争力上的差距,论文提出了提升我国知名家电企业品牌国际竞争力的关键性要素和具体措施,并以长虹品牌为例,对长虹提升品牌国际竞争力的策略进行分析和评价并试图以此指导我国企业品牌国际竞争力的培育和提升。更多还原

【Abstract】 Brand competition is the primary form of competition in global household appliance market. After entering into the WTO, China has been the biggest manufactory centre and consuming market of household appliance. As the transnational household appliance corporations adjusting their brand strategy and speeding up their steps into our county, using their affluent capital, advanced technology, global sale network and influential brand, some our own well-known household appliance brand transcended the limitation of the country and began to participate all-around competition with global rivals and gained some success through developing diversiform advantage in international brand competition.This thesis tentatively proposed the conception and context of "International competitiveness of brand", and applied PEST macro-environment analytical tool, industry structure analytical frame, and SWOT model to study the global rival circumstance in which our well-known household appliance enterprises brand grew. In the meantime, mis thesis, using specialist marking, means-variance analysis and principal component analysis and based on the targe numbers of related data, analyzed, evaluated and compared the actuality of the international competitiveness of our household appliance enterprises’ brand from four aspects: brand value-increasing ability, brand market performance, brand competitiveness in consumer value and brand competitiveness in the international trade.This thesis, on the consideration of our household appliance brands’ disparity in competitiveness in the global market where opportunities and challenges coexist, proposed the decisive factors and measures to improve our international competitiveness of the household brand and set ChangHong as an example to analyze and evaluate its strategy to improve the International competitiveness of the brand to guide the cultivation and improvement of our international competitiveness of brand.更多还原