【作者】 杨国巧；

【导师】 蔺全录；

【作者基本信息】 兰州理工大学 ， 企业管理， 2008， 硕士

【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。更多还原

【Abstract】 The market economy nature is competition which is system demand and phenomenon accompanying market economy existence. After marketplace experiences unitary product competition, mass competition, price competition, advertisement competition etc. Consumer’s consumption concept is not confined to run after product quality, the matter pattern of consumption changes from pure tangibility matter to spirit enjoyment, Brand plays a determinant role in consumer purchase. Brand is not a simple blip or signal, but is the important component of enterprise assets, brand products already become good-performance, high-profit, high-market share pronoun.But, from past to the end of 2006, Chinese enterprise brand have not entered in to the TOP 100 of best global brand assessed by "Business Week". Be imaginable, China lacks of the world famous brand. The Brand value of Haier which is the number one of the Chinese valuable brand (brand value is 9.602 billon U. S. dollar), is one seventh of Coca-Cola Brand value (brand value is 67 billion U. S. dollar) which is the number one of the TOP 100 of best global brand. The tenth of Chinese brand named Chang An (brand value is 1,713 billon U. S. dollar) is one thirteen of Meisaidesi (the brand is worth 21,795 billon U. S. dollar) which is the number ten of the TOP 100 of best global brand. In international market, "Made in china " means low-priced and low quality. China is the country of great manufacturing industry, however is the indisputable country which lack of famous brand.The thesis analyses the concept of brand and brand competition using the home and abroad theory for reference, uses contract theory, information economics and transaction costs to explain the nature of brand and brand competition generating mechanism, encourages enterprise to connect with the consumer in the field of mentality or emotion and build stable psychological contract with customer. The thesis structures appraising index system of enterprise brand competition, uses the fuzzy mathematics and analytical hierarchy process to valuate.The thesis analyses our country enterprise brand competition current situation and problem, then suggests lifting our country enterprise brand competition countermeasure: lifting the brand basis ability, lifting the brand management ability, lifting the brand relationship ability, lifting the brand market ability based on enterprise brand competition formation and structures government policy to lift the enterprise brand competition.更多还原