企业品牌竞争力评价方法研究视角与启示

Literature Review on Brand Competence Based on the Public View

如何分析和评价企业品牌的竞争力,是近年来日益受到学术界关注的课题。本文梳理了立足企业外部视角针对该主题的相关研究,发现目前对于企业品牌竞争力的评价主要基于市场财务表现、品牌运营管理、综合管理这三个视角来开展进行。依据市场财务表现视角来探究品牌竞争力评价的学者认为通过客观有效的市场数据能够直接、集中地反映企业品牌竞争力;基于品牌运营管理视角探讨品牌竞争力的研究主要是考虑消费者感知、评价和行为在品牌竞争力培育中的重要作用;还有部分学者综合考察企业自身、消费者态度、行业特性等不同维度来全面考量品牌竞争力的强弱。同时对未来企业品牌竞争力评价方法的研究方向进行了展望,期待重点解决如何将现有的评价方法更好地应用于实践以提高品牌竞争力评价结果的可靠性。

How to analyze and evaluate the competitiveness of an enterprise brand is an issue that has increasingly drawn the attention of academics in recent years. This paper sorts out the relevant research based on the external perspective of the enterprise and finds that the current evaluation of the brand competitiveness of the enterprise is mainly based on the market financial performance,brand operation management or integrated management. Based on the market financial performance perspective, scholars believe that objective and effective market data can reflect corporate brand competitiveness directly;from the brand operation management perspective,the brand competitiveness research mainly consider the important roles of consumer perception,evaluation and behavior in the cultivation of brand competitiveness;there are also some scholars comprehensively studying the enterprise itself,attitude of consumers,industry characteristics and other dimensions to fully consider the strength of brand competitiveness. At the same time, we look forward to the future research direction about evaluation methods, and the key point is to solve the problem of how to apply the existing evaluation methods better in practice so as to improve the reliability of the evaluation results of brand competitiveness.