品牌竞争力评价研究

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品牌竞争力评价研究

摘要

随着我国经济的快速发展，我国市场由卖方市场转向买方市场，进入了物质

生产相对过剩的时代。市场结构正发生着深刻的变化，品牌竞争逐渐成为重要的

竞争手段，它在企业经营中正发挥着越来越重要的作用。

然而，目前我国的品牌现状不容乐观，总体的品牌竞争力较弱。并且，理论

界对品牌竞争力的研究也不够系统。因此，研究品牌竞争力评价问题不仅具有理

论意义，也具有重要的现实意义。

本文从关系资源的角度简要地阐述了品牌和品牌竞争的本质和内涵，讨论了

品牌竞争时代市场区间划分及品牌消费经济价值问题，建立了相应的模型。在这

些理论探讨和总结已有的品牌竞争力评价体系基础上，结合品牌竞争时代的特征

构建了基于市场竞争优势的品牌竞争力模型和相应的评价指标体系，并将模糊综

合评判法和层次分析法相结合，对品牌竞争力进行测评。同时，给出了建立品牌

竞争力序列的思路和方法。最后对我国轻卡市场三大企业品牌竞争力评价进行了

实证分析。实证分析表明，本文所提出的评价方法具有一定的合理性和实用性。

关键词：品牌竞争；品牌竞争力；关系资源；评价

ABSTRACT

China has shifted from the seller's market to the buyer's market due to the rapid

economic development and the excessive surplus of the material production. Therefore, the

market structure is undergoing profound changes and brand is gaining importance in

competition, playing an increasingly important role in the enterprise management.

However, the status of China's brand is not optimistic, for the overall brand

competitiveness is rather weak. In addition, the study on brand competitiveness is not

systematic in the theoretical circle. Therefore, it is of great theoretical and practical

importance to conduct a research on the evaluation of brand competitiveness.

This thesis briefly describes the essence and content of brand and brand competitiveness

from the perspective of relation resources, discusses the market intersection in the brand

competition era and economic value of brand consumption, and constructs corresponding

model. Based on the theoretical study and summarization of the existing evaluation system

of brand competitiveness, this thesis builds a brand competitiveness model based on the

market competitive advantage and establishes the corresponding evaluation index system

by combining the characteristics of brand competition age. Further, this thesis evaluates the

brand competitiveness by combing the comprehensive fuzzy evaluation method with the

AHP. At the same time, this thesis proposes the sequence of brand competitiveness.

Finally, we make an empirical study on the brand competitiveness evaluation of China's

light truck market. It is indicated that the proposed evaluation method is reasonable and

practical.

Key words: brand competition; brand competitiveness; relationship resources; evaluation

目  录
第一章  绪 论........................................................................................................................1
1 研究背景..................................................................................................................1
2 国内外研究状况.....................................................................................................3
2.1 国外研究状况..............................................................................................3
2.2 国内研究状况..............................................................................................4
3 研究目的和方法.....................................................................................................6
4 章节的安排.............................................................................................................6
第二章  品牌与品牌竞争.....................................................................................................7
1 品牌概述..................................................................................................................7
1.1 品牌的概念..................................................................................................7
1.2 品牌的本质..................................................................................................8
1.3 品牌的价值................................................................................................11
2 品牌竞争的内涵...................................................................................................12
2.1 品牌竞争的历史发展...............................................................................12
2.2 品牌竞争的市场条件...............................................................................12
2.3 品牌竞争内涵的表述...............................................................................12
3 品牌竞争时代的特征和市场区间划分.............................................................12
3.1 品牌竞争时代的特征...............................................................................12
3.2 品牌竞争时代的市场区间划分...............................................................14
4 品牌竞争时代异地品牌消费经济价值分析.....................................................16
4.1 异地品牌消费的顾客让渡价值模型......................................................16
4.2 异地品牌消费的经济价值实现方式模型..............................................18
4.3 异地品牌消费经济价值实现方式的进一步分析.................................19
第三章  品牌竞争力模型研究..........................................................................................21
1 品牌竞争力探析...................................................................................................21
1.1 竞争力概念................................................................................................21
1.2 品牌竞争力概念........................................................................................22
1.3 品牌竞争力的内涵...................................................................................23
1.4 品牌竞争力与企业营业收入的关系......................................................24
1.5 品牌竞争力与品牌价值的关系...............................................................25
2 对几种常用品牌竞争力模型的评述..................................................................25
2.1传统的三度模型........................................................................................25
2.2 基于层次力的模型...................................................................................25
2.3 基于评价指标的模型...............................................................................26

2.4 基于顾客价值的模型...............................................................................26
2.5 世界品牌实验室的评价模型...................................................................26
3 基于市场竞争优势的品牌竞争力模型的构建.................................................27
3.1 关于模型构建的几点思考.......................................................................27
3.2 模型描述....................................................................................................28
第四章  品牌竞争力的评价方法......................................................................................30
1 品牌竞争力的评价思路......................................................................................30
1.1 问题假设....................................................................................................30
1.2 评价的总体思路......................................................................................30
2 评价步骤一：运用模糊综合评判法测评品牌竞争分力综合评定量...........30
2.1 建立评价指标体系...................................................................................30
2.2 测评品牌竞争分力的综合评定量..........................................................31
3 评价步骤二：运用 AHP 测评重要度向量..........................................................32
3.1 建立评价系统的递阶层次结构...............................................................32
3.2 构造两两比较判断矩阵...........................................................................32
3.3 计算重要度向量 ..................................................................................34
4 评价步骤三：建立品牌竞争力序列..................................................................34
4.1 建立静态序列............................................................................................34
4.2 建立动态序列，进行品牌竞争力预测..................................................34
第五章  我国轻卡市场三大企业品牌竞争力评价的实证分析....................................35
1 我国轻卡市场概述...............................................................................................35
1.1 轻卡的概念................................................................................................35
1.2 轻卡市场发展历程及趋势.......................................................................35
1.3 未来轻卡市场的主要特征.......................................................................36
2 我国轻卡市场三大企业品牌竞争力评价.........................................................37
2.1 三大企业简介............................................................................................37
2.2 三大企业的国内市场现状.......................................................................39
2.3 三大企业品牌竞争力的测评...................................................................40
2.4 建立品牌竞争力序列...............................................................................44
第六章  结束语...................................................................................................................46
1 本文主要研究成果...............................................................................................46
2 主要创新点...........................................................................................................46
3 进一步研究方向...................................................................................................47
参考文献..............................................................................................................................48
攻读硕士学位期间发表的论文........................................................................................51
特别声明..............................................................................................................................52

插图清单
图2-1  企业运营实质的简易模型......................................................................................8
图2-2  企业主要关系模型..................................................................................................9
图2-3  不同时代物质和关系资源重要程度...................................................................10
图2-4  廖什的正六边形“面”状市场...........................................................................15
图2-5  产品消费与品牌消费市场区间...........................................................................15
图2-6  A、B企业市场区间划分示意图.........................................................................17
图2-7  异地品牌消费经济价值实现方式模型...............................................................19
图3-1  基于市场竞争优势的品牌竞争力模型...............................................................28
图4-1  n 个企业品牌竞争力评价结构模型....................................................................32
图5-1  2004～2007 年轻卡市场三大企业品牌竞争力比较折线图............................45

表格清单
表1-1  2005 年～2007 年部分国家入选世界品牌对照表...................................................1
表1-2  2005 年～2007 年我国入选的世界品牌排名统计表...............................................2
表3-1  2007 年部分企业品牌竞争力排名与企业营业收入排名对比表..........................24
表3-2  2007 年世界三大食品和饮料企业品牌竞争力与企业营业收入对比表..............24
表3-3  2005 年～2007 年世界三大食品和饮料企业品牌竞争力与品牌价值对照表.....25
表4-1  品牌竞争力评价指标体系.......................................................................................30
表4-2  市场获利力评价表...................................................................................................31
表4-3  判断矩阵标度定义...................................................................................................33
表4-4  判断矩阵表（a）：A-B 判断矩阵.......................................................................33
表4-4  判断矩阵表（b）：B-C 判断矩阵.......................................................................33
表4-4  判断矩阵表（c）：C-D 判断矩阵.......................................................................33
表4-5  平均随机一致性指标...............................................................................................34
表5-1  货车分级表...............................................................................................................35
表5-2  2007 年1～7月轻卡主要生产企业销售量统计表................................................36
表5-3  福田、东风和、江淮轻卡市场国内主要销售区域一览表...................................39
表5-4  福田、东风和、江淮轻卡市场销售量比率统计表...............................................40
表5-5  轻卡市场三大企业品牌竞争各分力综合评定量表...............................................40
表5-6  轻卡市场三大企业品牌竞争力评价结构模型判断矩阵及权重一览表...............41
表5-7  2007 年轻卡市场三大企业品牌竞争力序列..........................................................44
表5-8  2004～2007 年轻卡市场三大企业品牌竞争力测评值表......................................44

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摘要：

品牌竞争力评价研究摘要随着我国经济的快速发展，我国市场由卖方市场转向买方市场，进入了物质生产相对过剩的时代。市场结构正发生着深刻的变化，品牌竞争逐渐成为重要的竞争手段，它在企业经营中正发挥着越来越重要的作用。然而，目前我国的品牌现状不容乐观，总体的品牌竞争力较弱。并且，理论界对品牌竞争力的研究也不够系统。因此，研究品牌竞争力评价问题不仅具有理论意义，也具有重要的现实意义。本文从关系资源的角度简要地阐述了品牌和品牌竞争的本质和内涵，讨论了品牌竞争时代市场区间划分及品牌消费经济价值问题，建立了相应的模型。在这些理论探讨和总结已有的品牌竞争力评价体系基础上，结合品牌竞争时代的特征构建了基于市场竞争优...

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