Research On Measurement Of Enterprise Brand Competitiveness

In the second quarter of2010, China’s GDP surpassed Japan to become the world’ssecond largest economy, which is expected to be the world’s largest luxury consumingcountry during the end of2012. Yet there is still not one Chinese national brand ranksamong the world’s top100brands list. Compare to multinational enterprises, there is stilla very huge gap in competitive strength ahead blocking Chinese enterprises. Based uponthe perspective of industry value chain division, enterprises in developed areas such asEuropean and U.S. control the R&D and brand marketing circle of the industry chain andobtain a very high additional value. While enterprises in other countries such as Chinalocated in the manufacturing sectors of the industry value chain. China manufactured70%of the world’s consumer goods, known as “world factory” and “cheap labor”, butsadly gains the lowest additional value and takes the highest industry risk. China has aGDP which share9.5%of global, consuming20-40%of the world’s major resources andenergy. As losing the preponderance of low labor cost step by step, a need of independentinnovation, increasing additional value, building its own brand is just around the corner.Up to now, the number of international well-established brands has become animportant indication of evaluating a nation’s international competitiveness and economicstrength. Therefore, to establish a self-owned brand has been pushed to the level of anational strategy. The opening chapter of the “The Twelfth Five-Year Plan” tells thedecision of “changing economic growth pattern”, attaching importance to theimprovement of the quality of economic development. This paper argues that theestablishment of self-owned brands plays a symbolic role in changing the mode ofeconomic growth. Brands are the symbolic signs of the transformation from “Made inChina” to “Created in China”, and from “Economic Giant” to “Economic Power”.However, the theoretical study of the competitiveness of brands is far behind the practice.The business world is in urgent need of a set of theoretical system of brand managementconcerning Chinese situation. The academic world is also earnestly needed to providetheoretical support for the monitoring of China’s local enterprise brand competitiveness.How to scientifically, systematically and locally assess the brand competitiveness ofChina’s own enterprises is the very core issue investigated in this paper. This research has great practical and academic significance.Based on the research issues, in this paper, to sort out the core journals at home andabroad, related works, theoretical results. There were a lot of inspiration and also foundsome deficiencies. The exploration will commence in the following five aspects of brandcompetitiveness evaluation.(1) Determined by a single factor on the transition to theintegrated theory of multi-factor evaluation perspective to explore.(2) Explain to thenon-financial dynamic indicators of changes in the evaluation of content to explore fromstatic financial performance indicators.(3) Weighted by the multi-level analysis of theevaluation mechanism to change the structure of the multivariate analysis to explore.(4)Evaluation of scenarios to explore the introduction of innovation to the Chinese situationtheory by both Western achievements.(5) Relative value change by the index of theabsolute value of the brand equity to the brand competitiveness evaluation method toexplore. The gap between practical needs and theoretical research-based paper providesmore than five new perspectives, and accordingly, the main contents of this article are asfollows.The first part is introduction. Mainly elaborated the realistic background of theproblems raised by the vacancy of the relevant theoretical problem to be solved, andtargets for research and approach to the study, Finally, explain the language of the logicalframework, technology roadmap, specific research and the proposed innovation and thepotential contribution.The second part, the literature review and theoretical basis. To sort out both theachievements of domestic and foreign enterprises brand competitiveness, mainly relatedto brand competitiveness concept defined the theoretical basis of the corporate brandcompetitiveness, multi-dimensional perspective of the brand competitiveness, corporatebrand competitiveness of the formation mechanism of economic analysis, brandcompetitiveness evaluation system model and methodology of the field of review, and getsome inspiration, but also found some shortcomings. Explanatory power of the brandcompetitiveness theory is imperfect, the author proposes five cutting-edge researches.The third part, the exploratory study of brand competitiveness evaluation. In thisstudy, grounded theory as a guide, with a certain brand management experience, workexperience, the research areas of middle and senior management as well as brand strategyexperts and scholars of the samples, qualitative analysis of brand competitiveness evaluation factors constitute. Forum in the form of data collection, and has taken theoriginal interview data through grounded theory research process open decoder thespindle decoding and selective decoding, drawn on a qualified basis to ensure the validityanalysis and reliability analysis five The core code: brand development force coding,branding force coding, brand supportive coding, coding of brand market power and brandcapital strength encoding.The fourth part, the corporate brand competitiveness evaluation model and scaledevelopment. This chapter first qualitative research data for further analysis, built on thebasis of the logical relationship between the five main encoder brand competitioncompetency assessment model ", and proposed the relationship between the assumptionsof the eight latent variables. Second, learn from the past, brand competition mechanicswho research qualitative research conclusions of the theoretical saturation, which initiallycreated contains five latent variables (brand development force, branding force,supportive of the brand, brand power and brand capital force),22first test questionnaireof92questions, a two potential variables brand competitiveness. France reliability andvalidity through factor analysis and principal component analysis by the officialinspection of a small sample of the questionnaire pre-testing and sample, remove CITCvalues less than0.5and the Alpha value of this variable are basically less than0.6, deletethe factor loadings entries less than0.4, and15two latent variable that contains the scaleof the44observed variables. Finally, the official measurement data for confirmatoryfactor analysis, the structure of the five competency assessment model correction test,verify through analysis of the relationship of the proposed variable assumptions.The fifth part,brand competitiveness index test. The chapter first built in the modelstructure validation and path analysis based on evaluation of the corporate brandcompetition "five forces" conceptual model, build brand competitiveness indexevaluation system based on formal scale interpretation of the interpretation andcalculation methods for each indicator. Secondly, the analytic hierarchy process todetermine the weights of each level indicators, synthetic principle for indicators,quantitative indicators of standardized instructions. In this chapter build-level indicatorsof the brand competitiveness score (CBS) computing model, score calculation modelbased on absolute terms, this article ultimately build brand competitiveness index (CBI)to evaluate the calculation model. The sixth part, evaluation on the empirical analysis of Chinese consumer goodslisted enterprises brand competitiveness. The core purpose of this chapter is the brandcompetitiveness index (CBI) model to test the test scale and test models of the brandcompetitiveness. This paper selects including consumer goods, clothing, appliances, realestate, automotive, commercial, department stores, wine, food and beverage,pharmaceutical and other80listed companies as the empirical sample, the sampledescriptive statistical analysis and reliability analysis and validity analysis. Secondly, tocalculate the80enterprises of different levels of indicators CBS obtained the power ofbrand development, branding force of the low index scores, indicating that the basicconstruction of China’s independent brand competitiveness needs to be strengthened.Drawn by the absolute value of the data of the CBS80listed company’s brandcompetitiveness index (CBI) ranking obtained Haier, Lenovo, Wuliangye, Mengniu Dairy,Yili Group, Tsingtao Brewery, Gree electrical appliances, Moutai, wow and otherwell-known brands among the best, this study is broadly consistent with the mainstreaminternational research results, verify the applicability of its scale. Finally, the chapterdeveloped the basic exponential model based on the competitiveness of the branddevelopment index model, brand competitiveness gap between the exponential model,the cube model of the health indicators of the competitiveness of the brand model andbrand competitiveness index application.The seventh part, study conclusions and managerial implications. The chapter firstsummary of the findings of the full-text research, followed by managerial implications onthe basis of the results of theoretical analysis and empirical research has practicalsignificance, the final analysis in this study the problems and identify future researchtrends and further research areas.Based on grounded theory of corporate brand competitiveness evaluation ofqualitative analysis, scale development, and consumer goods companies empiricalanalysis of three layers of progressive research, the main conclusions and potentialinnovation are the following:First, this research is guided by the grounded theory. Use qualitative analysismethods to explore the factors of brand competitiveness evaluation, open decoder thespindle decoding and selective decoding. Based on ensuring the qualified validityanalysis and reliability analysis, this research draw on the non-dimensional structural model of brand competitiveness.Second, using qualitative research data analysis, I found that single financialdimension of the data was insufficient to explain and master brand competitiveness andcan not reflect the brand’s future development trends. This research breakthroughs thepast financial indicators standing for brand competitiveness, using such as the basicelements of the brand development of non-financial indicators to make up for theone-sidedness of single financial evaluation.Third, learn from the past scholars research achievements of brand competition, anduse qualitative research conclusions to get theoretical saturation. Add the shaping of thecultural, social responsibility, brand conspicuous indicators. Use a small sample of thequestionnaire to pre-test reliability and validity, and use exploratory factor analysis andconfirmatory factor analysis of large sample data to test the reliability and validity of theofficial scale, to build China’s own corporate brand competition power evaluation scale.Fourth, based on the analysis of the structural equation model validation and path, Ibuild brand competition “Five Forces evaluation” mechanism model. The model containsthe horizontal role of chain force from branding to brand supporting and then the powerof brand capital power, from brand development to brand supporting force and to thelongitudinal effect of brand market power chain, ring of power from brand developmentto branding power and to the brand market power to brand capital strength to the role ofchain, a comprehensive and systematic explanation of the sources of brandcompetitiveness and brand competitiveness evaluation of the theoretical basis.Fifth, this article has changed the traditional evaluation of brand competitiveness bybrand value (absolute value). Try to use the brand competitiveness index (relative value)to build the China Enterprise Brand Competitiveness Index Evaluation Model System(CBI), and use multi-composite index evaluation method of the quantitative study inindex form to reflect the strength of brand competitiveness of Chinese enterprises and thedevelopment trend of verification testing scale to80well-known consumer goods listedcompanies of China on the empirical analysis of object the applicability of themechanism of the model and the exponential model.Sixth, follow the brand competitiveness formation mechanism, combined with theChinese consumer goods listed on the empirical analysis of brand competitiveness tocultivate its own brand, I found the following problems:(1) Development of the brand power level: the government on the construction of brand competitiveness support shouldbe strengthened. The weakness of enterprise technological independent innovationcapability get the results that product quality can not support a strong brand, corporatebrand management professionals and the quality of entrepreneurs needs to be improved;(2) Branding force levels: based on the idea of brand positioning, brand personality shapeweakly, and the brand crisis management capabilities is weak so that highlight the brandrelationship poorly. The weakness of IPR awareness leads to the poor brand protection;(3) Brand-supportive level: independent corporate brand loyalty is generally low, and thebrand premium rate is not high. The brand’s social function is not triggered so that thereis not a stronger high-end luxury brand in China;(4) Brand marketing power and brandcapital levels:market sharing is strong but the profitability is not strong lead to highbrand sales but low brand profit on sales. Brand marketing capabilities being not strongleads to low brand penetration and the brand life cycle is generally shorter, the nationalbrand was acquired or demised widespreadly.To solve the above problems, the author proposes to foster independent brandcompetitive managerial implications and policy recommendations. Managerialimplications, including: technical innovation is the fundamental premise of brandcompetitiveness, enhance, and culture shape the soul elements enhance brandcompetitiveness, brand positioning and brand enhance the competitiveness of the holygrail, capital support is an important guarantee to enhance brand competitiveness, excessprofit is a significant sign to enhance brand competitiveness, brand protection is animportant support to enhance brand competitiveness. China’s independent brandconstruction should be innovative path of the transformation of economic growth,"Madein China" to "Created in China" should become an important theme of China’s economicdevelopment, government, business, media and consumers should build quadrilateralown brand shaping the project.