Construction And Applied Research On The Brand Competitiveness Index Evaluation Model

With the development and the deepening openness of the chinese economy，Aswell as China’s fate and the fate of the world are closely linked,Which is a double-edgedsword.Not only are there much more opportunities,But aslo exists a lot ofchallenges.Increasing our competitiveness becomes the inevitable choice of China’senterprises to survive in the prfound market environment.Today the products have tendedto be homogenization,The brand has become the main weapon of competition betweenenterprises.China gives the world a impression that is a “world factory”,But few chinesebrand is well known by the world.A strategy is urgent to be implemented that isenhangcing the brand competitiveness of China.Which first requires an objectiveevaluation that will help us to be much more clearly understanding of advantages anddisadvantages of our brand competitiveness to achieve the goal that becomes famouschinese brand.In this paper,The evaluation model of brand competitiveness index will beused,Which is from three dimensions that the power of brand marketing、the power ofbrand basic、 the power of brand management to establish this evaluationsystem,Including nine second indicators, fifteen third indicators.Efficacy coefficientmethod and survey method are applied that helps us to realize the conversion of theevaluation index,The system is based on the Analytic Hierarchy Process to determine theimportance factor,Finally to build brand competitiveness index evaluation model.Thereare five auto companies to be selected to apply in this system to obtain the correspondingresults of the analysis in order to verify the feasibility and practicality of building a brandcompetitiveness index model,Namely:Shanghai Automotive、Chang’an Automotive、Great Wall Motor、FAW、Dongfeng Motor.At present,Although many brands evaluation agencies,Owing to the lack of asystematic study of brand competitiveness,The evaluation criteria are quite different.Thispaper is based on the Chinese national conditions,Combined with domestic and foreignresearch to design a more simple scientific evaluation,Using a combination of qualitativeand quantitative methods,The basic data of the qualitative indicators are acquired fromThe corporate disclosure statements and takes full account of the impact of the qualitativeindicators.The final sesults are represented by score,Which makes the whole calculationmore objective and clear.