Research On The Improvement Of Brand Competitiveness For Domestic Appliance Enterprises In Anhui

At present,brand consumption is already the mainstream consumer trend in the market,which can bring premium to consumers and generate value-added for purchase.A good brand can improve customer satisfaction and loyalty,stabilize and even enhance its market position,and provide an inexhaustible power for the long-term sustainable development of enterprises.Anhui Province,where appliance enterprises gather,has formed a model for the development of appliance bases in Hefei,Chuzhou and Wuhu.According to the industrial smile curve theory,the added value of design and sales links at both ends is high,while the added value of manufacturing links in the middle is the lowest.In the increasingly competitive,more mature products market occupying a place in the appliance market,technology research and brand building is the key point.Based on the related theory of brand competitiveness,the brand development and research status of appliance manufacturing industry,the paper initially formulates the evaluation index and establishes the evaluation system of brand competitiveness from enterprise resource,operations management,industrial environment and brand results after optimization and inspection.Assigning weight to each index By using AHP,and set Whirlpool(China)an example to conduct empirical research to identify the key impact factors,in order to provide a strong basis to enhance the competitiveness of the appliance manufacturing industry and its market competitiveness,to promote sound and rapid economic development in Anhui Province.