天津天士力公司品牌竞争力研究
发布时间：2018-08-14 08:44
【摘要】：在市场竞争愈来愈激烈、实现产品差异化越来越困难的今天，没有一个强势的品牌是无法长期持久生存下去的，现代的竞争已经跨越到了品牌竞争的阶段。各大企业纷纷加快品牌塑造、品牌建设、品牌管理和实施品牌战略的步伐，以期在新一轮的竞争中取得品牌竞争优势。 医药企业也在这轮“品牌大战”中摩拳擦掌，竭尽全力打造强势品牌，国内一些知名医药品牌诸如“同仁堂”、“三九集团”、“云南白药”经过几年的品牌塑造和管理，在消费者心中树立了良好的品牌形象，在行业中获得了一定的品牌竞争优势。然而，这些医药企业无论从品牌资产还是品牌影响力方面，都无法和国际医药巨头相提并论，品牌竞争力还很弱。 本文以品牌竞争力理论作为出发点，将天士力公司的品牌竞争力作为研究对象，通过建立品牌竞争力评价指标体系来评价其品牌竞争力状况。由于竞争力是一个相对的概念，只有与竞争对手相比较，才能体现竞争力的高低。因此本文在建立品牌竞争力评价指标体系时，构建了适用于天士力和竞争对手的中药企业品牌竞争力评价指标体系。运用层次分析法确定了各评价指标的权重，得出市场占有率、专利数量、主导产品数量、研发费用、产业链管理、品牌传播和定位、品牌渠道管理、营销团队水平等评价指标所占比重较大。运用综合评价模型得到天士力与竞争对手品牌竞争力的相对得分，，比较分析天士力与竞争对手在品牌竞争力各个评价指标的表现，得出天士力在专利数量、研发能力和产业链管理水平有一定优势，在主导产品数量、营销渠道、品牌定位、国际市场份额、品牌知名度和忠诚度等方面与竞争对手存在一定差距。针对品牌竞争存在的劣势，提出提升品牌竞争力的对策，使其在市场竞争中获得更高的品牌溢价和品牌竞争优势。
[Abstract]:With the market competition becoming more and more fierce and the realization of product differentiation becoming more and more difficult, there is no strong brand can not survive for a long time, the modern competition has leapfrogged to the stage of brand competition. Each big enterprise speeds up the brand shaping, the brand construction, the brand management and the implementation brand strategy step one after another, in order to obtain the brand competition superiority in the new round competition. Pharmaceutical enterprises have also taken the lead in this round of "brand wars," making every effort to create strong brands. Some well-known domestic medical brands, such as "Tongrentang", "Sanjiu Group" and "Yunnan White Medicine", have been moulding and managing their brands for several years. In the hearts of consumers to establish a good brand image, in the industry to obtain a certain brand competitive advantage. However, these pharmaceutical companies can not compare with the international pharmaceutical giants in terms of brand equity or brand influence, brand competitiveness is still very weak. This paper takes the theory of brand competitiveness as the starting point, takes the brand competitiveness of Tianshili Company as the research object, and evaluates the status of brand competitiveness by establishing the evaluation index system of brand competitiveness. Because competitiveness is a relative concept, only compared with competitors, can reflect the level of competitiveness. Therefore, when establishing the brand competitiveness evaluation index system, this paper constructs the brand competitiveness evaluation index system of traditional Chinese medicine enterprises suitable for Tianshili and competitors. Using AHP to determine the weight of each evaluation index, the market share, the number of patents, the number of leading products, R & D expenses, industrial chain management, brand communication and positioning, brand channel management, Marketing team level and other evaluation indicators account for a large proportion. Using the comprehensive evaluation model to get the relative score of the competitive power of the brand between Tianshili and its competitors, and to compare and analyze the performance of each evaluation index of the competitive power of the brand between the Tianshili and the competitors, and draw the conclusion that the number of patents is the number of the Tianshili. The R & D ability and the management level of the industrial chain have some advantages, and there is a certain gap between R & D capability and industry chain management level, such as the number of leading products, marketing channels, brand positioning, international market share, brand popularity and loyalty. Aiming at the disadvantages of brand competition, this paper puts forward some countermeasures to enhance brand competitiveness so as to obtain higher brand premium and brand competitive advantage in market competition.
【学位授予单位】：沈阳理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F273.2;F426.72
本文编号：2182287
[Abstract]:With the market competition becoming more and more fierce and the realization of product differentiation becoming more and more difficult, there is no strong brand can not survive for a long time, the modern competition has leapfrogged to the stage of brand competition. Each big enterprise speeds up the brand shaping, the brand construction, the brand management and the implementation brand strategy step one after another, in order to obtain the brand competition superiority in the new round competition. Pharmaceutical enterprises have also taken the lead in this round of "brand wars," making every effort to create strong brands. Some well-known domestic medical brands, such as "Tongrentang", "Sanjiu Group" and "Yunnan White Medicine", have been moulding and managing their brands for several years. In the hearts of consumers to establish a good brand image, in the industry to obtain a certain brand competitive advantage. However, these pharmaceutical companies can not compare with the international pharmaceutical giants in terms of brand equity or brand influence, brand competitiveness is still very weak. This paper takes the theory of brand competitiveness as the starting point, takes the brand competitiveness of Tianshili Company as the research object, and evaluates the status of brand competitiveness by establishing the evaluation index system of brand competitiveness. Because competitiveness is a relative concept, only compared with competitors, can reflect the level of competitiveness. Therefore, when establishing the brand competitiveness evaluation index system, this paper constructs the brand competitiveness evaluation index system of traditional Chinese medicine enterprises suitable for Tianshili and competitors. Using AHP to determine the weight of each evaluation index, the market share, the number of patents, the number of leading products, R & D expenses, industrial chain management, brand communication and positioning, brand channel management, Marketing team level and other evaluation indicators account for a large proportion. Using the comprehensive evaluation model to get the relative score of the competitive power of the brand between Tianshili and its competitors, and to compare and analyze the performance of each evaluation index of the competitive power of the brand between the Tianshili and the competitors, and draw the conclusion that the number of patents is the number of the Tianshili. The R & D ability and the management level of the industrial chain have some advantages, and there is a certain gap between R & D capability and industry chain management level, such as the number of leading products, marketing channels, brand positioning, international market share, brand popularity and loyalty. Aiming at the disadvantages of brand competition, this paper puts forward some countermeasures to enhance brand competitiveness so as to obtain higher brand premium and brand competitive advantage in market competition.
【学位授予单位】：沈阳理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F273.2;F426.72
【参考文献】
相关期刊论文 前2条
1 王方;;基于层次分析法的强势品牌评价研究[J];全国商情(经济理论研究);2007年03期
2 宋京;品牌经营与品牌竞争力的提高[J];企业活力;2004年03期
相关博士学位论文 前2条
1 许基南;品牌竞争力研究[D];江西财经大学;2004年
2 张放;企业品牌竞争力及其评价研究[D];武汉理工大学;2010年
相关硕士学位论文 前1条
1 程建;品牌竞争力评价研究[D];合肥工业大学;2008年
本文编号：2182287
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2182287.html
