常州购物中心品牌竞争力评测模型及实证研究
发布时间：2018-08-17 10:10
【摘要】： 企业的品牌竞争力是衡量企业品牌在与对手的市场竞争中表现出的品牌核心能力的综合竞争优势,是核心竞争力体系中最为关键的元素之一。科学的测量和评价企业品牌竞争力,对企业增强品牌竞争力,在市场竞争中取胜有着很强的理论指导意义,当前作为一家高档百货店的常州购物中心面临着巨大的提升空间和竞争压力,对其品牌竞争力的准确度量并籍此有效提升其竞争能力尤为重要。 本文在深入研究国内外相关理论和方法的基础上,以理论研究、行业及企业背景分析、数学方法、模型构建、实证研究为主线进行研究。在研究过程中,深入探讨了我国百货业整体发展现状,详细阐释了针对特定百货店——常州购物中心品牌竞争力的含义,在此基础上,结合市场营销经典理论建立评价常州购物中心品牌竞争力评价指标体系,并将因子分析法引入品牌竞争力评测模型,推导出其品牌竞争力评测公式。同时,对常州购物中心的品牌竞争力依据评测模型进行了评价,提出了提升其品牌竞争力的策略方法。 本文建立的对常州购物中心品牌竞争力的评测模型具有很强的行业针对性,在理论分析中引入了经典的营销学和品牌理论,在数学模型构建中引入了科学的统计方法——因子分析法,实现了品牌竞争力评价的量化计算,对推动企业提升竞争力、发展竞争战略具有一定的理论和实践意义。
[Abstract]:The brand competitiveness of an enterprise is a comprehensive competitive advantage of the brand core competence in the market competition between an enterprise brand and its competitors. It is also one of the most critical elements in the core competitiveness system. Scientific measurement and evaluation of enterprise brand competitiveness has a strong theoretical significance for enterprises to enhance brand competitiveness and win in the market competition. At present, Changzhou shopping center, as an upscale department store, is faced with great space and competition pressure, so it is very important to improve its competitive ability effectively by measuring the accuracy of its brand competitiveness. On the basis of in-depth study of relevant theories and methods at home and abroad, this paper focuses on theoretical research, industry and business background analysis, mathematical methods, model construction, and empirical research. In the course of the research, the author deeply discusses the present situation of the development of the department store industry in our country, and explains in detail the meaning of the brand competitiveness of the specific department store-Changzhou shopping center, on the basis of which, The evaluation index system of brand competitiveness of Changzhou shopping center is established based on the classical marketing theory, and the factor analysis method is introduced into the evaluation model of brand competitiveness, and the evaluation formula of brand competitiveness of Changzhou shopping center is deduced. At the same time, the brand competitiveness of Changzhou shopping center is evaluated according to the evaluation model, and the strategies and methods to enhance its brand competitiveness are put forward. The evaluation model of the brand competitiveness of Changzhou shopping center established in this paper has strong industry pertinence, and the classical marketing and brand theory are introduced in the theoretical analysis. This paper introduces a scientific statistical method-factor analysis method in the construction of mathematical model, realizes the quantitative calculation of brand competitiveness evaluation, which has certain theoretical and practical significance for promoting enterprises' competitiveness and developing competitive strategy.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F721
本文编号：2187278
[Abstract]:The brand competitiveness of an enterprise is a comprehensive competitive advantage of the brand core competence in the market competition between an enterprise brand and its competitors. It is also one of the most critical elements in the core competitiveness system. Scientific measurement and evaluation of enterprise brand competitiveness has a strong theoretical significance for enterprises to enhance brand competitiveness and win in the market competition. At present, Changzhou shopping center, as an upscale department store, is faced with great space and competition pressure, so it is very important to improve its competitive ability effectively by measuring the accuracy of its brand competitiveness. On the basis of in-depth study of relevant theories and methods at home and abroad, this paper focuses on theoretical research, industry and business background analysis, mathematical methods, model construction, and empirical research. In the course of the research, the author deeply discusses the present situation of the development of the department store industry in our country, and explains in detail the meaning of the brand competitiveness of the specific department store-Changzhou shopping center, on the basis of which, The evaluation index system of brand competitiveness of Changzhou shopping center is established based on the classical marketing theory, and the factor analysis method is introduced into the evaluation model of brand competitiveness, and the evaluation formula of brand competitiveness of Changzhou shopping center is deduced. At the same time, the brand competitiveness of Changzhou shopping center is evaluated according to the evaluation model, and the strategies and methods to enhance its brand competitiveness are put forward. The evaluation model of the brand competitiveness of Changzhou shopping center established in this paper has strong industry pertinence, and the classical marketing and brand theory are introduced in the theoretical analysis. This paper introduces a scientific statistical method-factor analysis method in the construction of mathematical model, realizes the quantitative calculation of brand competitiveness evaluation, which has certain theoretical and practical significance for promoting enterprises' competitiveness and developing competitive strategy.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F721
【参考文献】
相关期刊论文 前2条
1 季六祥;我国品牌竞争力的弱势成因及治理[J];财贸经济;2002年07期
2 薛可,余明阳;品牌延伸:资产价值转移与理论模型创建[J];南开管理评论;2003年03期
，本文编号：2187278
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