天津天士力公司品牌競爭力研究
發(fā)布時間：2018-08-14 08:44
【摘要】：在市場競爭愈來愈激烈、實現(xiàn)產(chǎn)品差異化越來越困難的今天，沒有一個強勢的品牌是無法長期持久生存下去的，現(xiàn)代的競爭已經(jīng)跨越到了品牌競爭的階段。各大企業(yè)紛紛加快品牌塑造、品牌建設(shè)、品牌管理和實施品牌戰(zhàn)略的步伐，以期在新一輪的競爭中取得品牌競爭優(yōu)勢。 醫(yī)藥企業(yè)也在這輪“品牌大戰(zhàn)”中摩拳擦掌，竭盡全力打造強勢品牌，國內(nèi)一些知名醫(yī)藥品牌諸如“同仁堂”、“三九集團”、“云南白藥”經(jīng)過幾年的品牌塑造和管理，在消費者心中樹立了良好的品牌形象，在行業(yè)中獲得了一定的品牌競爭優(yōu)勢。然而，這些醫(yī)藥企業(yè)無論從品牌資產(chǎn)還是品牌影響力方面，都無法和國際醫(yī)藥巨頭相提并論，品牌競爭力還很弱。 本文以品牌競爭力理論作為出發(fā)點，將天士力公司的品牌競爭力作為研究對象，通過建立品牌競爭力評價指標體系來評價其品牌競爭力狀況。由于競爭力是一個相對的概念，只有與競爭對手相比較，才能體現(xiàn)競爭力的高低。因此本文在建立品牌競爭力評價指標體系時，構(gòu)建了適用于天士力和競爭對手的中藥企業(yè)品牌競爭力評價指標體系。運用層次分析法確定了各評價指標的權(quán)重，得出市場占有率、專利數(shù)量、主導(dǎo)產(chǎn)品數(shù)量、研發(fā)費用、產(chǎn)業(yè)鏈管理、品牌傳播和定位、品牌渠道管理、營銷團隊水平等評價指標所占比重較大。運用綜合評價模型得到天士力與競爭對手品牌競爭力的相對得分，，比較分析天士力與競爭對手在品牌競爭力各個評價指標的表現(xiàn)，得出天士力在專利數(shù)量、研發(fā)能力和產(chǎn)業(yè)鏈管理水平有一定優(yōu)勢，在主導(dǎo)產(chǎn)品數(shù)量、營銷渠道、品牌定位、國際市場份額、品牌知名度和忠誠度等方面與競爭對手存在一定差距。針對品牌競爭存在的劣勢，提出提升品牌競爭力的對策，使其在市場競爭中獲得更高的品牌溢價和品牌競爭優(yōu)勢。
[Abstract]:With the market competition becoming more and more fierce and the realization of product differentiation becoming more and more difficult, there is no strong brand can not survive for a long time, the modern competition has leapfrogged to the stage of brand competition. Each big enterprise speeds up the brand shaping, the brand construction, the brand management and the implementation brand strategy step one after another, in order to obtain the brand competition superiority in the new round competition. Pharmaceutical enterprises have also taken the lead in this round of "brand wars," making every effort to create strong brands. Some well-known domestic medical brands, such as "Tongrentang", "Sanjiu Group" and "Yunnan White Medicine", have been moulding and managing their brands for several years. In the hearts of consumers to establish a good brand image, in the industry to obtain a certain brand competitive advantage. However, these pharmaceutical companies can not compare with the international pharmaceutical giants in terms of brand equity or brand influence, brand competitiveness is still very weak. This paper takes the theory of brand competitiveness as the starting point, takes the brand competitiveness of Tianshili Company as the research object, and evaluates the status of brand competitiveness by establishing the evaluation index system of brand competitiveness. Because competitiveness is a relative concept, only compared with competitors, can reflect the level of competitiveness. Therefore, when establishing the brand competitiveness evaluation index system, this paper constructs the brand competitiveness evaluation index system of traditional Chinese medicine enterprises suitable for Tianshili and competitors. Using AHP to determine the weight of each evaluation index, the market share, the number of patents, the number of leading products, R & D expenses, industrial chain management, brand communication and positioning, brand channel management, Marketing team level and other evaluation indicators account for a large proportion. Using the comprehensive evaluation model to get the relative score of the competitive power of the brand between Tianshili and its competitors, and to compare and analyze the performance of each evaluation index of the competitive power of the brand between the Tianshili and the competitors, and draw the conclusion that the number of patents is the number of the Tianshili. The R & D ability and the management level of the industrial chain have some advantages, and there is a certain gap between R & D capability and industry chain management level, such as the number of leading products, marketing channels, brand positioning, international market share, brand popularity and loyalty. Aiming at the disadvantages of brand competition, this paper puts forward some countermeasures to enhance brand competitiveness so as to obtain higher brand premium and brand competitive advantage in market competition.
【學(xué)位授予單位】：沈陽理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F273.2;F426.72
本文編號：2182287
[Abstract]:With the market competition becoming more and more fierce and the realization of product differentiation becoming more and more difficult, there is no strong brand can not survive for a long time, the modern competition has leapfrogged to the stage of brand competition. Each big enterprise speeds up the brand shaping, the brand construction, the brand management and the implementation brand strategy step one after another, in order to obtain the brand competition superiority in the new round competition. Pharmaceutical enterprises have also taken the lead in this round of "brand wars," making every effort to create strong brands. Some well-known domestic medical brands, such as "Tongrentang", "Sanjiu Group" and "Yunnan White Medicine", have been moulding and managing their brands for several years. In the hearts of consumers to establish a good brand image, in the industry to obtain a certain brand competitive advantage. However, these pharmaceutical companies can not compare with the international pharmaceutical giants in terms of brand equity or brand influence, brand competitiveness is still very weak. This paper takes the theory of brand competitiveness as the starting point, takes the brand competitiveness of Tianshili Company as the research object, and evaluates the status of brand competitiveness by establishing the evaluation index system of brand competitiveness. Because competitiveness is a relative concept, only compared with competitors, can reflect the level of competitiveness. Therefore, when establishing the brand competitiveness evaluation index system, this paper constructs the brand competitiveness evaluation index system of traditional Chinese medicine enterprises suitable for Tianshili and competitors. Using AHP to determine the weight of each evaluation index, the market share, the number of patents, the number of leading products, R & D expenses, industrial chain management, brand communication and positioning, brand channel management, Marketing team level and other evaluation indicators account for a large proportion. Using the comprehensive evaluation model to get the relative score of the competitive power of the brand between Tianshili and its competitors, and to compare and analyze the performance of each evaluation index of the competitive power of the brand between the Tianshili and the competitors, and draw the conclusion that the number of patents is the number of the Tianshili. The R & D ability and the management level of the industrial chain have some advantages, and there is a certain gap between R & D capability and industry chain management level, such as the number of leading products, marketing channels, brand positioning, international market share, brand popularity and loyalty. Aiming at the disadvantages of brand competition, this paper puts forward some countermeasures to enhance brand competitiveness so as to obtain higher brand premium and brand competitive advantage in market competition.
【學(xué)位授予單位】：沈陽理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F273.2;F426.72
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