Research On Competitiveness Of Enterprises Based On Brand Management

As stepping into the era of knowledge-driven economy in the 21st century, and with the rapid development of the modern market economy, enterprises have already shifted their resource-oriented development models to market-oriented direction ones. It is essential for the enterprises to possess effective competitiveness, in order to suit for market competition. After entering into WTO, enterprises would encounter complete market competition without the protection of the state policies. In order to challenge the biggest firms or groups, it is essential for enterprises of our country to foster serious sense of competition, to form and enhance competence, and it is urgent for the government to improve competition environment and condition. Therefore, we should quicken our step to train and establish the consciousness of competition, intensify competition mechanism inside and between enterprises, so as to make the enterprises survive from competition and progress in the competition.When we begin to examine the brands of enterprises closely, the amazing outcome is the brand has entered into international competition era! In domestic, most notable brands have vanished. In the recent 20 years, the international famous brands has already captured the large stretch of domestic market of China, the competition between enterprises is turned from sheer products competition to brand competition. Brand management has been paid more and more attentions by enterprises, because of its competitiveness.This paper uses theories of economics, strategic management of enterprise, the marketing, culture, psychology and financial management to analysis the influences of brand strategic management, brand operation management and brand crises management on enterprise's competitiveness. Based on brand assets and aiming for improving enterprise's competitiveness, it puts forward a series of tactics and models of promoting competitiveness. It has provided theoretical foundation for enterprise's competitiveness development of our country.The full text is composed by 8 chapters altogether:Chapter 1: Introduction. It mainly expounds the background of the thesis, research purpose and meaning, briefly surveys the researches and practices about brand management both in domestic and abroad. And it states research thoughts, research methods and possible innovations.Chapter 2: Theoretic analysis on enterprise's competitiveness and brand...