| In today's global economic integration, fierce market competition set higher request to enterprises'survival and development. Enterprises must have core competencies to survive in the competition and achieve sustainable development. The modern market have made a transition from the product competition era to the brand competition era, competitive power of the brand represents the level of core competencies.In recent years, the brand competitiveness theory and the core competency theory have aroused the concern of scholars and entrepreneurs. How to build permanent brand Competitiveness and enterprise core competencies have become hot topics among business and academic fields. Domestic and foreign government, business and academic fields have repeatedly put forward an idea that they take brand competitiveness as enterprise core competencies, but this pattern of theory has not been researched systematically yet.This article takes these as search topics to analyze core competencies from the angle of brand competitiveness, and illustrate with an example of Spark Machine Tool Co., LTD, which has made great achievements relying on brand competitiveness advancementWith the research background and significance of enterprise core competencies advancement which rely on brand competitiveness, on this basis, this article gives a brief theoretical review of brand competitiveness and core competencies in domestic and foreign research, so it reveals the research value of this article, and discusses the research ideas and methods, research priorities and disadvantages.This article analyzes the relevance between core competencies and brand competitiveness from three aspects:intrinsic attributes, functional attributes and determinants. From the intrinsic attributes, it analyzes same features and differences between brand competitiveness and core competencies; from the functional attributes, it describes separately that brand competitiveness and core competencies are key factors in Business management process; from determinants, it analyzes that there is a strong relevance between brand competitiveness and core competencies. Through the above analysis, brand competitiveness is the external performance of core competencies and the important way to enhance core competencies. This article is carried out along this thought.On the basis of analyzing the relevance between brand competitiveness and core competencies, this article analyzes advancement situation of enterprise core competencies based on core competencies, problems and reasons, and proposes the advancement system of core competencies in the framework of the brand competitiveness. The article takes these as some attempts to the relevant theoretical research. It proposes some measures to enterprise core competencies from five aspects:brand management capacity, brand market ability, brand innovation ability, brand value ability and the brand foundation ability.At last, the article illustrates with an example of Spark Machine Tool Co., LTD to make further research. |
