基于消费者视角的品牌竞争力影响因素实证研究

An Empirical Research on the Factors Affecting of the Brand＇s Competitiveness Based on the Consumer＇s Point of View

品牌竞争力是一个企业长久生存的基础，能够为企业带来长远利益。目前学界对企业品牌竞争力的研究主要集中在品牌竞争力的概念、影响因素、形成机理以及评价指标方面，并在这些方面取得了一定的成果。作者在前人研究的基础上，从消费者角度出发，尝试使用实证研究的方法对品牌竞争力的影响因素进行分析，提出品牌竞争力影响因素中占主导的因素，以图提高品牌竞争力影响因素研究的实用价值，同时丰富品牌竞争力影响因素的研究。研究表明，品牌获利能力、品牌支撑能力、品牌认知能力是影响品牌竞争力的关键因素，建立良好的产品质量管理体系和危机公关能力、有效展开营销宣传、加强品牌运营能力是企业提升其品牌竞争力的关键。

Brand competitiveness is a basis for long-term survival of an enterprise. It can bring long-term interests for enterprise. The current academic research about competitiveness of corporate brand focuses on brand concept of competitiveness. factors affecting the formation mechanism and evaluation indicators. On the basis of previous studies, from the view of consumers, this paper investigates the factors which affect the brand competitiveness, and selects the dominant factors to improve the competitiveness of corporate brand.