本文選題：品牌競爭力 + 生成機(jī)理　； 參考：《蘭州理工大學(xué)》2008年碩士論文

【摘要】： 競爭是市場經(jīng)濟(jì)的體制要求和體現(xiàn)。市場競爭經(jīng)歷了價格競爭、質(zhì)量競爭和服務(wù)競爭,已過渡到品牌競爭階段。消費(fèi)者的消費(fèi)觀念不局限于追求產(chǎn)品質(zhì)量,消費(fèi)方式由純粹的有形物質(zhì)消費(fèi)方式向通過物質(zhì)消費(fèi)追求精神享受的文化消費(fèi)方式轉(zhuǎn)變,品牌成為消費(fèi)者購買意愿的決定因素。品牌已不再是簡單的標(biāo)識或信號,而是企業(yè)資產(chǎn)的重要組成部分,品牌產(chǎn)品已成為高業(yè)績、高利潤、高市場占有率的代名詞。 截止2006年底,美國《商業(yè)周刊》評比的全球最佳品牌前100名,沒有中國企業(yè)的品牌。中國企業(yè)品牌的資產(chǎn)價值與國外品牌相比差距較大。中國最有價值品牌第一名海爾(品牌價值96.02億美元),其品牌價值只是全球最佳品牌第一名可口可樂(品牌價值670.00億美元)的1/7,中國最有價值品牌第十名長安(品牌價值17.13億美元)是全球最佳品牌第十名梅賽德斯(品牌價值217.95億美元)1/13,國際商品市場中“中國造”等同于廉價、低質(zhì)的觀念根深蒂固。中國是無可非議的制造業(yè)大國,卻也是無可爭議的品牌弱國。 本文借鑒國內(nèi)外品牌及品牌競爭力的理論,對品牌及品牌競爭力內(nèi)涵進(jìn)行深入了分析,并運(yùn)用信息經(jīng)濟(jì)學(xué)、交易費(fèi)用理論、契約理論等基礎(chǔ)理論,提出品牌的經(jīng)濟(jì)學(xué)本質(zhì)及品牌競爭力生成機(jī)理,并鼓勵企業(yè)加強(qiáng)與消費(fèi)者在心理或情感方面進(jìn)行磨合,與顧客建立穩(wěn)定心理契約。圍繞企業(yè)品牌競爭力的構(gòu)成,設(shè)立品牌競爭力評價指標(biāo)體系并運(yùn)用模糊數(shù)學(xué)及層次分析法對其進(jìn)行綜合評價。 通過對我國企業(yè)品牌競爭力的現(xiàn)狀及問題進(jìn)行深入分析,針對存在的問題,提出了提升我國企業(yè)品牌競爭力的對策:提升企業(yè)的品牌基礎(chǔ)能力、品牌運(yùn)作能力、品牌關(guān)系能力和品牌市場能力,并構(gòu)建了有效的政府政策支持體系輔助企業(yè)提升其品牌競爭力。
[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.
【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2

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