Research On Evaluation Of Brand Competitiveness Of Chinese Household Electrical Appliance Industry Listing Corporation

Since the14th National Congress of the party, established in our countryfrom planned economy to market economy, the gradual implementation of thepolicy of reform and opening up, attracting a large number of foreigninvestors to enter the Chinese market. In2001December, China’s WTOaccession to the WTO, in order to further promote the Chinese industry’sforeign policy. After the foreign capital to enter the domestic marketwantonly suppressed and M&A, occupy a large market share, and thewell-known domestic enterprises are also seeking to change the status quomethod. With the fast development of the economy of our country, thedevelopment degree of market deepening, China’s consumer market isalready from “commodity” into “brand consumption” stage, brandcompetition has become the trend of competition of enterprises, brandbuilding has become the top priority the competitiveness of the Chineseenterprises. Because our country has so far not a suitable national,standardized brand competitiveness evaluation system, therefore, anurgent need for research.Based on the analysis, combs the domestic and foreign relevant brandcompetitiveness on the basis of the literature, using the Delphi methodand the analytic hierarchy process, to establish the brandcompetitiveness index system of Chinese household electrical applianceindustry; through the establishment of brand competitiveness index modelof Chinese household electrical appliance industry, the home applianceindustry brand competitiveness is evaluated; on this basis, studyproposes strategies to enhance the brand the competitiveness of China’shousehold electrical appliance industry.