【摘要】： 企業(yè)的品牌競爭力是衡量企業(yè)品牌在與對手的市場競爭中表現(xiàn)出的品牌核心能力的綜合競爭優(yōu)勢,是核心競爭力體系中最為關(guān)鍵的元素之一�？茖W的測量和評價企業(yè)品牌競爭力,對企業(yè)增強品牌競爭力,在市場競爭中取勝有著很強的理論指導意義,當前作為一家高檔百貨店的常州購物中心面臨著巨大的提升空間和競爭壓力,對其品牌競爭力的準確度量并籍此有效提升其競爭能力尤為重要。 本文在深入研究國內(nèi)外相關(guān)理論和方法的基礎(chǔ)上,以理論研究、行業(yè)及企業(yè)背景分析、數(shù)學方法、模型構(gòu)建、實證研究為主線進行研究。在研究過程中,深入探討了我國百貨業(yè)整體發(fā)展現(xiàn)狀,詳細闡釋了針對特定百貨店——常州購物中心品牌競爭力的含義,在此基礎(chǔ)上,結(jié)合市場營銷經(jīng)典理論建立評價常州購物中心品牌競爭力評價指標體系,并將因子分析法引入品牌競爭力評測模型,推導出其品牌競爭力評測公式。同時,對常州購物中心的品牌競爭力依據(jù)評測模型進行了評價,提出了提升其品牌競爭力的策略方法。 本文建立的對常州購物中心品牌競爭力的評測模型具有很強的行業(yè)針對性,在理論分析中引入了經(jīng)典的營銷學和品牌理論,在數(shù)學模型構(gòu)建中引入了科學的統(tǒng)計方法——因子分析法,實現(xiàn)了品牌競爭力評價的量化計算,對推動企業(yè)提升競爭力、發(fā)展競爭戰(zhàn)略具有一定的理論和實踐意義。
[Abstract]:The brand competitiveness of an enterprise is a comprehensive competitive advantage of the brand core competence in the market competition between an enterprise brand and its competitors. It is also one of the most critical elements in the core competitiveness system. Scientific measurement and evaluation of enterprise brand competitiveness has a strong theoretical significance for enterprises to enhance brand competitiveness and win in the market competition. At present, Changzhou shopping center, as an upscale department store, is faced with great space and competition pressure, so it is very important to improve its competitive ability effectively by measuring the accuracy of its brand competitiveness. On the basis of in-depth study of relevant theories and methods at home and abroad, this paper focuses on theoretical research, industry and business background analysis, mathematical methods, model construction, and empirical research. In the course of the research, the author deeply discusses the present situation of the development of the department store industry in our country, and explains in detail the meaning of the brand competitiveness of the specific department store-Changzhou shopping center, on the basis of which, The evaluation index system of brand competitiveness of Changzhou shopping center is established based on the classical marketing theory, and the factor analysis method is introduced into the evaluation model of brand competitiveness, and the evaluation formula of brand competitiveness of Changzhou shopping center is deduced. At the same time, the brand competitiveness of Changzhou shopping center is evaluated according to the evaluation model, and the strategies and methods to enhance its brand competitiveness are put forward. The evaluation model of the brand competitiveness of Changzhou shopping center established in this paper has strong industry pertinence, and the classical marketing and brand theory are introduced in the theoretical analysis. This paper introduces a scientific statistical method-factor analysis method in the construction of mathematical model, realizes the quantitative calculation of brand competitiveness evaluation, which has certain theoretical and practical significance for promoting enterprises' competitiveness and developing competitive strategy.
【學位授予單位】：上海交通大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F721

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本文編號：2187278