品牌核心竞争力影响因子及评估模型研究——基于本土制造业的实证分析

Influence Factors and Evaluation Model of Brand's Core Competence——An Empirical Analysis of Domestic Manufacturing Industry

资源禀赋带来的比较优势正在逐渐消失,中国制造业转型升级从加工制造向技术创新阶段过渡中面临着品牌竞争压力。从理论的先导性看,企业核心竞争力和品牌价值理论是当今主导的两种理论价值观。由于两种理论自身缺陷及强调的要素截然不同,在指导中国企业战略发展中已显示出理论的局限。本文依据品牌理论与核心竞争力理论构建并论证新的整合性框架,并从本土家电制造业现状出发,推演出品牌核心竞争力的6维度评价模型。通过构建等级模糊子集把反映被测评事物的模糊指标进行量化,利用模糊变换对各项指标综合计算。通过对三家企业以及4个家电品牌的分析比较,排出消费者最为关注的指标维度及其品牌竞争力综合分值。BCCI模型的突出优势是兼顾了传统核心竞争力强调的企业规模、企业技术和企业财务指标,同时又合理吸纳了现代品牌价值理论对消费者态度的重视,该模型对企业品牌核心竞争力发展评价更加科学全面,可为中国企业转型升级、实施品牌战略提供有效的理论指导和可操作性的评价工具。

With the comparative advantages brought by resource disappearing, the transformation and upgrade of domestic manufacturing industry, which is in the transition from processing and manufacturing to technological innovation, is under pressure of brand competition. Currently, theories of enterprise＇s core competence and brand value are two leading theories. But due to their own defects and distinct emphases, these two theories have shown their limitations in guiding the strategic development of domestic enterprises. Based on theories of enterprise＇s core competence and brand value, we have constructed a new integrated framework, and proposed a six-dimension evaluation model of brand＇s core competence after analyzing the status of domestic household electrical appliances industry. Through researching the four brands of three enterprises, we present indicators that consumers care most about and values of brand competitiveness. BCCI model is more scientific and comprehensive in evaluating brand＇s core competence, and it provides domestic enterprises an effective theoretical instruction to their transformation and upgrade, as well as the implementation of their brand strategy.