A Study Of A Model Of Brand Competitiveness In Chinese Food Industry

Since the1990s, China has entered a brand-economy age, companies need toestablish their core competitive strategy with an emphsis on brand. Brands areimportant intangible asset of a company, brand competitiveness is the comprehensiveabilities competition and overall performance in the fierce market and can beeffectively distinguished from the competitors.Many companies in Chinese foodprocessing and manufacturing industry are of low brand consciousness. They paymuch attention on brand awareness other than the long-term brand relationship withconsumers. Enterprises have no idea of the evaluation ofthe brand competitiveness,and feel hard to find and narrow the gap between themselves and competitors. Thinkof the existence of these questions, the author focus on the evaluation system of brandcompetitiveness in food processing and manufacturing. Firstly, the author, fromproceed with the followling two respects: the competitiveness of enterprises and brandequity, studied the the theoretical concept of brand competitiveness and the evaluationsystem. Then established a brand competitiveness initial evaluation system of foodindustry through the theoretical overview and expert opinion, and eventually got thefinal evaluation system through surveys and statistical data analysis, and worked outthe weights by the use of AHP, and made an empirical analysisin the dairy industry.This research summarized the conclusions of previous studies on factorsaffecting the brand competitiveness, and finally obtained a evaluation system basedonthe six dimensions of manufacturing capabilities, marketing skills, managementcapabilities, R&D capabilities, the staff capacity and consumer attitude through alarge sample survey and a series of statistical analysis like correlation analysis, factoranalysis and reliability testing by the use of SPSS17.0. Then the author had interviewsand discussions with10experts to finalize the evaluation system of weights.The resultindicated that the weight of the consumer brand attitude held the largest propotion,followed by management capabilities, marketing capabilities and manufacturingcapacity, and R&D capabilities and staff capacity held the smallest propotion of thesystem. Then the article determined the caculating method and the normalized method,and made an empirical analysis within the dairy industry. Mengniu Dairy, Yili andBright Dairy are selected to be taken into the empirical test, the final score of brandcompetence were caculated according to the data in2010annual report and consumerresearch of the three companies.The results showed that Mengniu Dairy is the mostcompetitive corporate with high scores in consumer brand attitudes, manufacturingcapabilities, management capabilities, R&D capability and the staff capacity. Therelative lower scores of six capabilities made Yili a corporate of lower brandcompetition. The Bright Dairy has a highest score in marketing ability but lowest scores in the other abilities, making it the least competitive corporation.This study broadens the research perspective of brand competitive, provides amore specific brand competitiveness evaluation system for the food processing andmanufacturing enterprises. It can be used as a reference to quickly enhance the brandcompetitive advantage for domestic food companies.