摘要
品牌是竞争日趋激烈的商品市场上一个熟悉的热名词,打造一流品牌并能够建立起厚实有力的品牌防线是当前企业突破重围的关键。品牌市场竞争壁垒是企业维护其品牌优势的核心力量,对其准确的评价是维护品牌持续永久发展的重要工作之一。通过建立品牌市场竞争壁垒评价模型,说明品牌市场竞争壁垒由符合市场需求、满足情感需求、消费者习惯的建立、产品品质的独特性、品类创新能力等五个主要元素构成,根据品牌竞争壁垒的指标体系,运用模糊综合评价法对品牌的竞争壁垒强弱做出一定的判断。为了验证品牌竞争壁垒评价模型,选取蜂行业中具有代表性的蜂品牌作为实证研究对象,分析了蜂行业品牌市场竞争壁垒现状,为蜂企业营销策略的制定提供了参考依据。
Brand is a familiar heat term to the increasingly competitive commodity market, it is the key to be able to break the siege for enterprise to create first-class brand and build brand of defense. Brand market competitive barriers is the core force of enterprise to maintain its brand advantage, accurating evaluation for it is one of the important work of maintain sustained permanent brand development. In this paper, through establishing the brand market competitive barriers evaluation model, introduced the brand market barriers to competition consists of five main elements were as follows, to line with market demand, to meet the emotional needs, to establish the consumer habits, the unique quality of products and the category innovation ability.According to the index system brand barriers to competition, using fuzzy comprehensive evaluation method to make certain judgments of strong or weak of the brand barriers to competition. In order to verify the brand market competitive barriers evaluation model, select the representative bee brand of bee industry as the research object, analyse the current situation of brand market competitive barriers of bee industry, provide the reference basis for the formulation of marketing strategy of bee enterprises.
出处
《中国林业经济》
2015年第1期32-36,共5页
China Forestry Economics
关键词
品牌
竞争壁垒
指标评价
数学模型
brand
competitive barriers
index evaluation
mathematical model
