摘要
文章应用文献研究、专题座谈会、深入访谈、关键事件分析等分析方法开发了中国自主企业品牌竞争力测评量表,采用探索性和验证性因子分析方法探讨并验证了量表具有较好的信度和结构效度。运用以上定性分析及定量分析方法,确定了企业品牌竞争力的4个构成维度为财务竞争力、市场竞争力、发展潜力和客户支持。采用多指标综合指数评价分析方法对其进行定量化研究,以指数形式反映中国企业品牌竞争力强弱和发展趋势,最后以中国178家房地产上市公司对以上结论进行实证验证。
Based on literature review,symposium,in-depth interview and key event analysis,this paper exploits an evalua tion scale of Chinese national enterprise brand competitiveness.Using exploratory factor analysis（EFA） and confirmatory factor analysis（CFA）,the paper indicates that the measurement scale has acceptable levels of reliability and construct validity.Us ing both qualitative and quantitative analysis methods,this paper determines four dimensions of the enterprise brand competi tiveness including financial,marketing,growth potential and customer support.With the principal component analysis and factor analysis,which uses multi-index comprehensive evaluation analysis to quantitatively reflect the strength and trend of Chinese enterprises brand competitiveness.Finally,the paper uses the Chinese 178 real estate listed companies as empirical analysis to verify the conclusions.
出处
《华东经济管理》
CSSCI
2012年第6期140-147,共8页
East China Economic Management
基金
中国社会科学院工业经济所重点课题(GSZ2010018)
关键词
企业品牌
品牌竞争力
量表开发
指数模型
enterprise brand
brand competitiveness
scale development
index model
