伊利品牌竞争力的分析

The Brand Competition Analysis and Countermeasures Research of Yili

目前乳业企业的竞争,越来越表现为其品牌竞争力。品牌是品牌竞争力的主体,品牌竞争力涵盖了竞争力及品牌两方面的特征内容,是企业通过实施品牌战略,整合自身可控资源,使其产品或服务比竞争对手更好更快地满足市场需求,从而提高企业获得超值利润的能力。本文通过分析品牌竞争力内在因素和外在市场表现因素,诸如资源性、本质性和核心性等要素,来建立简单的品牌竞争力评价模型。并运用该模型对伊利品牌竞争力进行实证分析。

At present the competition of dairy industry is increasingly reflected in its brand competition. Brand is the main competition of the brand, brand competition is covering the competitive edge and brand-related characteristics of the two areas. Brand competitiveness of enterprises through the implementation of brand strategy, integrate its own resources controllable, make its products or services better and faster to meet market demand than its competitors, thus providing excellent returns abilities. This article analyzes brand competition internal factors and external market performance factors, such as resources, in essence and the core elements of nature, and create a simple brand competitiveness evaluation model. Then the article puts the model into the brand competition empirical analysis of Yili.