企业品牌竞争力测评研究
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摘要
2010年第二季度中国经济总量超过日本，成为世界第二大经济体，预计中国2012年末将成为世界第一奢侈品消费大国，但是中国仍然没有一个民族品牌排入世界品牌100强。中国企业的竞争实力较跨国企业差距很大，从产业价值链分工视角看来：欧美等发达地区的企业处于产业价值链分工的技术研发和品牌营销环节，获得了高额的附加价值，而像中国一样的后进地区的企业处于产业价值链的生产制造环节，世界消费品70%在中国制造，却背负着“世界加工厂”和“廉价打工仔”的无奈得到的是极低的附加值，而且行业风险系数极高。中国GDP总量占全球9.5%，消耗世界主要资源和能源的20-40%，中国低层次制造弊端日益彰显，劳动力低成本优势逐步丧失，自主创新、增加附加值、打造自主品牌已迫在眉睫。
时至今日，拥有国际知名品牌的多少成为评价一个国家国际竞争力与经济实力的重要指标,打造自主品牌已经上升至国家战略的高度，国家“十二五”规划开篇即讲“转变经济增长方式”，注重经济发展质量的提高。本文认为自主品牌建设在转变经济增长方式中具有标志性作用，品牌是“中国制造”向“中国创造”、由“经济大国”向“经济强国”转变的标志性符号。然而，关于品牌竞争力的理论研究远远落后于实际，企业界亟需一套中国情境的品牌管理理论体系，学术界对于中国本土企业品牌竞争力的监测提供必要的理论支撑义不容辞，这也正是本文研究的核心问题，如何科学化、系统化、本土化测评中国自主企业品牌竞争力，这项研究具有十分重要的实践意义和学术意义。
基于研究问题，本文对国内外核心期刊、相关著作的理论成果进行梳理，得到了很多启示同时也发现了一些不足，本文将在以下五个方面展开对品牌竞争力测评的探索：（1）由单一要素决定论向多元要素综合论转变的测评视角探索；（2）由财务静态表现指标向非财务动态解释指标转变的测评内容探索；（3）由多层次加权分析向多变量结构分析转变的测评机理探索；（4）由西方既有成果引入向中国情境理论创新的测评情境探索；（5）由品牌资产绝对值向品牌竞争力指数相对值转变的测评方法探索。现实需求和理论研究之间的缺口为本论文提供了以上五新的研究视角，据此，本文主要研究内容如下：
第一部分，绪论。主要阐述了问题提出的现实背景、相关理论上的空缺、拟解决的问题，提出研究的预期目标以及采用的研究方法，最后对行文的逻辑框架、技术路线、具体研究内容以及拟创新点和潜在贡献进行说明。
第二部分，文献综述。对国内外有关企业品牌竞争力研究既有成果进行梳理，主要涉及企业品牌竞争力相关概念界定、企业品牌竞争力形成的机理分析、企业品牌竞争力测评体系、模型及方法论等研究领域展开综述。针对企业品牌竞争力理论解释力的不完善，提出本文五个前沿性的研究方向。
第三部分，企业品牌竞争力测评的探索性研究。本研究以扎根理论为指导，以品牌战略研究领域的相关专家和管理者为样本，采用质性分析方法探讨企业品牌竞争力评价的因素构成。通过扎根理论的研究程序先后对原始访谈数据采取开放式译码、主轴译码以及选择性译码，在保证效度分析和信度分析合格基础上得出五个核心编码：品牌发展力编码、品牌塑造力编码、品牌支持力编码、品牌市场力编码和品牌资本力编码。
第四部分，企业品牌竞争力测评模型及量表开发。本章首先就质性研究结论构建“企业品牌竞争五力测评模型”和变量关系假设。其次，借鉴以往品牌竞争力学者研究成果对质性研究结论进行理论饱和，创建了包含92个问题项的企业品牌竞争力初试问卷，通过对小样本问卷进行信度和效度检验，得到包含60个观测变量的初测量表。通过对大样本数据进行离散程度法、相关系数法、因子分析法、区分度分析法、Chronbach’α法、重测信度法，对测项筛选最后得到15个二级潜变量包含44个观测变量的正式量表。最后，对正式测量数据进行探索性因子分析和验证性因子分析对正式量表的信度和效度进行检验，同时通过模型结构路径系数分析对形成机理模型结构以及8个变量假设关系进行检验。
第五部分，企业品牌竞争力指数测评方法。本章首先在模型结构验证和路径分析基础上构建企业品牌竞争力形成机理模型，并基于正式量表构建企业品牌竞争力指数评价指标体系，对于每个指标的释义和计算方法进行诠释。其次，利用功效系数法确定各层级指标的权重，采用加权法对指标进行合成并对定性和定量指标的标准化统一处理。最后，构建了企业品牌竞争力各层级指标的分值（CBS）计算模型以及企业品牌竞争力指数（CBI）评价计算模型。
第六部分，中国消费品类上市企业品牌竞争力评价实证分析。本章的核心目的是对企业品牌竞争力指数（CBI）模型的应用，同时对于品牌竞争力测试量表和测试模型的应用性加以检验。本文选取包括服装、家电、房地产、汽车、商业百货、酒、食品饮料、医药等80家消费品类上市公司作为实证样本，首先对样本进行了描述性统计分析，并通过信度分析和效度分析。其次，本文对80家企业的不同层级指标的CBS进行计算，得出品牌发展力、品牌塑造力指标得分偏低，说明了中国自主企业品牌竞争力的基础性建设有待加强。第三，通过CBS的绝对值数据得出了50家上市公司的品牌竞争力指数（CBI）排名，得出五粮液、青岛海尔、贵州茅台、格力电器、同仁堂、云南白药等知名品牌名列前茅，本研究与国际主流研究结果大体相符，验证了量表和模型的适用性。
第七部分研究结论与管理启示。
本章首先对全文研究结论和潜在贡献进行总结。其次在理论分析和实证研究成果的基础上提出管理启示和政策建议，最后分析本研究存在的问题，明确未来研究的发展趋势以及进一步研究领域。
基于扎根理论的企业品牌竞争力测评质性分析、量表开发和消费品类企业实证分析等三个层层递进的研究，本文的主要结论和潜在创新有以下几点：
第一，本研究以扎根理论为指导，采用质性分析方法探讨企业品牌竞争力评价的因素，通过开放式译码、主轴译码以及选择性译码，在保证效度分析和信度分析合格基础上得出企业品牌竞争力形成的无维度结构模型。
第二，质性研究的数据分析发现，单一财务维度的数据早已不足以解释与掌握企业品牌竞争力，不能反映品牌未来的发展趋势，本研究突破之一是弥补了以往以财务指标主导，以品牌发展的基础性要素等非财务性指标弥补了单一财务评价思维的片面性。
第三，借鉴以往品牌竞争力学者研究成果对质性研究结论进行理论饱和，添加了文化塑造、社会责任、品牌炫耀性等指标。通过小样本的问卷预检验的信度和效度检验，通过对大样本数据进行探索性因子分析和验证性因子分析对正式量表的信度和效度进行检验，构建了中国自主企业品牌竞争力测评量表。
第四，本文在结构方程模型验证和路径分析基础上构建企业品牌竞争“五力测评”机理模型，本模型包含从品牌塑造力到品牌支持力再到品牌资本力的横向作用链，从品牌发展力到品牌支持力再到品牌市场力的纵向作用链，从品牌发展力到品牌塑造力到品牌市场力再到品牌资本力的环向作用链，全面系统的解释企业品牌竞争力的来源并为品牌竞争力测评奠定理论基础。
第五，本文一改传统以品牌价值（绝对值）的方式测评品牌竞争力，尝试采用品牌竞争力指数（相对值）的形式构建了中国企业品牌竞争力指数评价模型系统（简称CBI），并利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，并以中国50家知名消费品类上市公司对实证分析对象验证了测试量表、机理模型和指数模型的适用性。
第六，遵循基于企业品牌竞争力形成机理，结合中国消费品类上市企业品牌竞争力具体实证分析发现其自主企业品牌培育中存在以下问题：（1）品牌发展力层面，政府对企业品牌竞争力建设的支持力度有待加强，企业技术自主创新能力较弱导致产品质量无法支撑强大的品牌，企业品牌经营专业人才和企业家素质有待提高；（2）品牌塑造力层面，基于品牌定位思路的品牌个性塑造能力较弱，品牌危机处理能力的弱化凸显企业品牌关系能力较差，知识产权意识的淡漠导致品牌保护能力较弱；（3）品牌支持力层面，自主企业品牌忠诚度普遍较低、品牌溢价率不高，品牌社会性功能不强导致中国未出现一个高端的奢侈品牌；（4）品牌市场力和品牌资本力层面，市场占有能力较强但盈利能力不强，表象为品牌销售额偏高而品牌销售利润偏低，品牌产品的市场开拓能力不强导致品牌渗透率偏低，品牌生命周期普遍偏短，民族品牌被收购或消亡现象普遍存在。
针对以上问题，笔者提出中国培育自主企业品牌竞争力的管理启示和政策建议。管理启示包括：技术创新是品牌竞争力提升的根本前提、文化塑造是品牌竞争力提升的灵魂要素、品牌定位是品牌竞争力提升的制胜法宝、资本支持是品牌竞争力提升的重要保障、超额盈利是品牌竞争力提升的显著标志、品牌保护是品牌竞争力提升的重要支撑。中国自主企业品牌建设应成为转变经济增长方式的创新路径，“中国制造”向“中国创造”应成为中国经济发展的重要主题，政府、企业、媒体和消费者应构建四方联合的自主品牌塑造工程。
In the second quarter of2010, China’s GDP surpassed Japan to become the world’ssecond largest economy, which is expected to be the world’s largest luxury consumingcountry during the end of2012. Yet there is still not one Chinese national brand ranksamong the world’s top100brands list. Compare to multinational enterprises, there is stilla very huge gap in competitive strength ahead blocking Chinese enterprises. Based uponthe perspective of industry value chain division, enterprises in developed areas such asEuropean and U.S. control the R&D and brand marketing circle of the industry chain andobtain a very high additional value. While enterprises in other countries such as Chinalocated in the manufacturing sectors of the industry value chain. China manufactured70%of the world’s consumer goods, known as “world factory” and “cheap labor”, butsadly gains the lowest additional value and takes the highest industry risk. China has aGDP which share9.5%of global, consuming20-40%of the world’s major resources andenergy. As losing the preponderance of low labor cost step by step, a need of independentinnovation, increasing additional value, building its own brand is just around the corner.
Up to now, the number of international well-established brands has become animportant indication of evaluating a nation’s international competitiveness and economicstrength. Therefore, to establish a self-owned brand has been pushed to the level of anational strategy. The opening chapter of the “The Twelfth Five-Year Plan” tells thedecision of “changing economic growth pattern”, attaching importance to theimprovement of the quality of economic development. This paper argues that theestablishment of self-owned brands plays a symbolic role in changing the mode ofeconomic growth. Brands are the symbolic signs of the transformation from “Made inChina” to “Created in China”, and from “Economic Giant” to “Economic Power”.However, the theoretical study of the competitiveness of brands is far behind the practice.The business world is in urgent need of a set of theoretical system of brand managementconcerning Chinese situation. The academic world is also earnestly needed to providetheoretical support for the monitoring of China’s local enterprise brand competitiveness.How to scientifically, systematically and locally assess the brand competitiveness ofChina’s own enterprises is the very core issue investigated in this paper. This research has great practical and academic significance.
Based on the research issues, in this paper, to sort out the core journals at home andabroad, related works, theoretical results. There were a lot of inspiration and also foundsome deficiencies. The exploration will commence in the following five aspects of brandcompetitiveness evaluation.(1) Determined by a single factor on the transition to theintegrated theory of multi-factor evaluation perspective to explore.(2) Explain to thenon-financial dynamic indicators of changes in the evaluation of content to explore fromstatic financial performance indicators.(3) Weighted by the multi-level analysis of theevaluation mechanism to change the structure of the multivariate analysis to explore.(4)Evaluation of scenarios to explore the introduction of innovation to the Chinese situationtheory by both Western achievements.(5) Relative value change by the index of theabsolute value of the brand equity to the brand competitiveness evaluation method toexplore. The gap between practical needs and theoretical research-based paper providesmore than five new perspectives, and accordingly, the main contents of this article are asfollows.
The first part is introduction. Mainly elaborated the realistic background of theproblems raised by the vacancy of the relevant theoretical problem to be solved, andtargets for research and approach to the study, Finally, explain the language of the logicalframework, technology roadmap, specific research and the proposed innovation and thepotential contribution.
The second part, the literature review and theoretical basis. To sort out both theachievements of domestic and foreign enterprises brand competitiveness, mainly relatedto brand competitiveness concept defined the theoretical basis of the corporate brandcompetitiveness, multi-dimensional perspective of the brand competitiveness, corporatebrand competitiveness of the formation mechanism of economic analysis, brandcompetitiveness evaluation system model and methodology of the field of review, and getsome inspiration, but also found some shortcomings. Explanatory power of the brandcompetitiveness theory is imperfect, the author proposes five cutting-edge researches.
The third part, the exploratory study of brand competitiveness evaluation. In thisstudy, grounded theory as a guide, with a certain brand management experience, workexperience, the research areas of middle and senior management as well as brand strategyexperts and scholars of the samples, qualitative analysis of brand competitiveness evaluation factors constitute. Forum in the form of data collection, and has taken theoriginal interview data through grounded theory research process open decoder thespindle decoding and selective decoding, drawn on a qualified basis to ensure the validityanalysis and reliability analysis five The core code: brand development force coding,branding force coding, brand supportive coding, coding of brand market power and brandcapital strength encoding.
The fourth part, the corporate brand competitiveness evaluation model and scaledevelopment. This chapter first qualitative research data for further analysis, built on thebasis of the logical relationship between the five main encoder brand competitioncompetency assessment model ", and proposed the relationship between the assumptionsof the eight latent variables. Second, learn from the past, brand competition mechanicswho research qualitative research conclusions of the theoretical saturation, which initiallycreated contains five latent variables (brand development force, branding force,supportive of the brand, brand power and brand capital force),22first test questionnaireof92questions, a two potential variables brand competitiveness. France reliability andvalidity through factor analysis and principal component analysis by the officialinspection of a small sample of the questionnaire pre-testing and sample, remove CITCvalues less than0.5and the Alpha value of this variable are basically less than0.6, deletethe factor loadings entries less than0.4, and15two latent variable that contains the scaleof the44observed variables. Finally, the official measurement data for confirmatoryfactor analysis, the structure of the five competency assessment model correction test,verify through analysis of the relationship of the proposed variable assumptions.
The fifth part,brand competitiveness index test. The chapter first built in the modelstructure validation and path analysis based on evaluation of the corporate brandcompetition "five forces" conceptual model, build brand competitiveness indexevaluation system based on formal scale interpretation of the interpretation andcalculation methods for each indicator. Secondly, the analytic hierarchy process todetermine the weights of each level indicators, synthetic principle for indicators,quantitative indicators of standardized instructions. In this chapter build-level indicatorsof the brand competitiveness score (CBS) computing model, score calculation modelbased on absolute terms, this article ultimately build brand competitiveness index (CBI)to evaluate the calculation model.
The sixth part, evaluation on the empirical analysis of Chinese consumer goodslisted enterprises brand competitiveness. The core purpose of this chapter is the brandcompetitiveness index (CBI) model to test the test scale and test models of the brandcompetitiveness. This paper selects including consumer goods, clothing, appliances, realestate, automotive, commercial, department stores, wine, food and beverage,pharmaceutical and other80listed companies as the empirical sample, the sampledescriptive statistical analysis and reliability analysis and validity analysis. Secondly, tocalculate the80enterprises of different levels of indicators CBS obtained the power ofbrand development, branding force of the low index scores, indicating that the basicconstruction of China's independent brand competitiveness needs to be strengthened.Drawn by the absolute value of the data of the CBS80listed company's brandcompetitiveness index (CBI) ranking obtained Haier, Lenovo, Wuliangye, Mengniu Dairy,Yili Group, Tsingtao Brewery, Gree electrical appliances, Moutai, wow and otherwell-known brands among the best, this study is broadly consistent with the mainstreaminternational research results, verify the applicability of its scale. Finally, the chapterdeveloped the basic exponential model based on the competitiveness of the branddevelopment index model, brand competitiveness gap between the exponential model,the cube model of the health indicators of the competitiveness of the brand model andbrand competitiveness index application.
The seventh part, study conclusions and managerial implications. The chapter firstsummary of the findings of the full-text research, followed by managerial implications onthe basis of the results of theoretical analysis and empirical research has practicalsignificance, the final analysis in this study the problems and identify future researchtrends and further research areas.
Based on grounded theory of corporate brand competitiveness evaluation ofqualitative analysis, scale development, and consumer goods companies empiricalanalysis of three layers of progressive research, the main conclusions and potentialinnovation are the following:
First, this research is guided by the grounded theory. Use qualitative analysismethods to explore the factors of brand competitiveness evaluation, open decoder thespindle decoding and selective decoding. Based on ensuring the qualified validityanalysis and reliability analysis, this research draw on the non-dimensional structural model of brand competitiveness.
Second, using qualitative research data analysis, I found that single financialdimension of the data was insufficient to explain and master brand competitiveness andcan not reflect the brand's future development trends. This research breakthroughs thepast financial indicators standing for brand competitiveness, using such as the basicelements of the brand development of non-financial indicators to make up for theone-sidedness of single financial evaluation.
Third, learn from the past scholars research achievements of brand competition, anduse qualitative research conclusions to get theoretical saturation. Add the shaping of thecultural, social responsibility, brand conspicuous indicators. Use a small sample of thequestionnaire to pre-test reliability and validity, and use exploratory factor analysis andconfirmatory factor analysis of large sample data to test the reliability and validity of theofficial scale, to build China's own corporate brand competition power evaluation scale.
Fourth, based on the analysis of the structural equation model validation and path, Ibuild brand competition “Five Forces evaluation” mechanism model. The model containsthe horizontal role of chain force from branding to brand supporting and then the powerof brand capital power, from brand development to brand supporting force and to thelongitudinal effect of brand market power chain, ring of power from brand developmentto branding power and to the brand market power to brand capital strength to the role ofchain, a comprehensive and systematic explanation of the sources of brandcompetitiveness and brand competitiveness evaluation of the theoretical basis.
Fifth, this article has changed the traditional evaluation of brand competitiveness bybrand value (absolute value). Try to use the brand competitiveness index (relative value)to build the China Enterprise Brand Competitiveness Index Evaluation Model System(CBI), and use multi-composite index evaluation method of the quantitative study inindex form to reflect the strength of brand competitiveness of Chinese enterprises and thedevelopment trend of verification testing scale to80well-known consumer goods listedcompanies of China on the empirical analysis of object the applicability of themechanism of the model and the exponential model.
Sixth, follow the brand competitiveness formation mechanism, combined with theChinese consumer goods listed on the empirical analysis of brand competitiveness tocultivate its own brand, I found the following problems:(1) Development of the brand power level: the government on the construction of brand competitiveness support shouldbe strengthened. The weakness of enterprise technological independent innovationcapability get the results that product quality can not support a strong brand, corporatebrand management professionals and the quality of entrepreneurs needs to be improved;(2) Branding force levels: based on the idea of brand positioning, brand personality shapeweakly, and the brand crisis management capabilities is weak so that highlight the brandrelationship poorly. The weakness of IPR awareness leads to the poor brand protection;(3) Brand-supportive level: independent corporate brand loyalty is generally low, and thebrand premium rate is not high. The brand's social function is not triggered so that thereis not a stronger high-end luxury brand in China;(4) Brand marketing power and brandcapital levels:market sharing is strong but the profitability is not strong lead to highbrand sales but low brand profit on sales. Brand marketing capabilities being not strongleads to low brand penetration and the brand life cycle is generally shorter, the nationalbrand was acquired or demised widespreadly.
To solve the above problems, the author proposes to foster independent brandcompetitive managerial implications and policy recommendations. Managerialimplications, including: technical innovation is the fundamental premise of brandcompetitiveness, enhance, and culture shape the soul elements enhance brandcompetitiveness, brand positioning and brand enhance the competitiveness of the holygrail, capital support is an important guarantee to enhance brand competitiveness, excessprofit is a significant sign to enhance brand competitiveness, brand protection is animportant support to enhance brand competitiveness. China's independent brandconstruction should be innovative path of the transformation of economic growth,"Madein China" to "Created in China" should become an important theme of China's economicdevelopment, government, business, media and consumers should build quadrilateralown brand shaping the project.
时至今日，拥有国际知名品牌的多少成为评价一个国家国际竞争力与经济实力的重要指标,打造自主品牌已经上升至国家战略的高度，国家“十二五”规划开篇即讲“转变经济增长方式”，注重经济发展质量的提高。本文认为自主品牌建设在转变经济增长方式中具有标志性作用，品牌是“中国制造”向“中国创造”、由“经济大国”向“经济强国”转变的标志性符号。然而，关于品牌竞争力的理论研究远远落后于实际，企业界亟需一套中国情境的品牌管理理论体系，学术界对于中国本土企业品牌竞争力的监测提供必要的理论支撑义不容辞，这也正是本文研究的核心问题，如何科学化、系统化、本土化测评中国自主企业品牌竞争力，这项研究具有十分重要的实践意义和学术意义。
基于研究问题，本文对国内外核心期刊、相关著作的理论成果进行梳理，得到了很多启示同时也发现了一些不足，本文将在以下五个方面展开对品牌竞争力测评的探索：（1）由单一要素决定论向多元要素综合论转变的测评视角探索；（2）由财务静态表现指标向非财务动态解释指标转变的测评内容探索；（3）由多层次加权分析向多变量结构分析转变的测评机理探索；（4）由西方既有成果引入向中国情境理论创新的测评情境探索；（5）由品牌资产绝对值向品牌竞争力指数相对值转变的测评方法探索。现实需求和理论研究之间的缺口为本论文提供了以上五新的研究视角，据此，本文主要研究内容如下：
第一部分，绪论。主要阐述了问题提出的现实背景、相关理论上的空缺、拟解决的问题，提出研究的预期目标以及采用的研究方法，最后对行文的逻辑框架、技术路线、具体研究内容以及拟创新点和潜在贡献进行说明。
第二部分，文献综述。对国内外有关企业品牌竞争力研究既有成果进行梳理，主要涉及企业品牌竞争力相关概念界定、企业品牌竞争力形成的机理分析、企业品牌竞争力测评体系、模型及方法论等研究领域展开综述。针对企业品牌竞争力理论解释力的不完善，提出本文五个前沿性的研究方向。
第三部分，企业品牌竞争力测评的探索性研究。本研究以扎根理论为指导，以品牌战略研究领域的相关专家和管理者为样本，采用质性分析方法探讨企业品牌竞争力评价的因素构成。通过扎根理论的研究程序先后对原始访谈数据采取开放式译码、主轴译码以及选择性译码，在保证效度分析和信度分析合格基础上得出五个核心编码：品牌发展力编码、品牌塑造力编码、品牌支持力编码、品牌市场力编码和品牌资本力编码。
第四部分，企业品牌竞争力测评模型及量表开发。本章首先就质性研究结论构建“企业品牌竞争五力测评模型”和变量关系假设。其次，借鉴以往品牌竞争力学者研究成果对质性研究结论进行理论饱和，创建了包含92个问题项的企业品牌竞争力初试问卷，通过对小样本问卷进行信度和效度检验，得到包含60个观测变量的初测量表。通过对大样本数据进行离散程度法、相关系数法、因子分析法、区分度分析法、Chronbach’α法、重测信度法，对测项筛选最后得到15个二级潜变量包含44个观测变量的正式量表。最后，对正式测量数据进行探索性因子分析和验证性因子分析对正式量表的信度和效度进行检验，同时通过模型结构路径系数分析对形成机理模型结构以及8个变量假设关系进行检验。
第五部分，企业品牌竞争力指数测评方法。本章首先在模型结构验证和路径分析基础上构建企业品牌竞争力形成机理模型，并基于正式量表构建企业品牌竞争力指数评价指标体系，对于每个指标的释义和计算方法进行诠释。其次，利用功效系数法确定各层级指标的权重，采用加权法对指标进行合成并对定性和定量指标的标准化统一处理。最后，构建了企业品牌竞争力各层级指标的分值（CBS）计算模型以及企业品牌竞争力指数（CBI）评价计算模型。
第六部分，中国消费品类上市企业品牌竞争力评价实证分析。本章的核心目的是对企业品牌竞争力指数（CBI）模型的应用，同时对于品牌竞争力测试量表和测试模型的应用性加以检验。本文选取包括服装、家电、房地产、汽车、商业百货、酒、食品饮料、医药等80家消费品类上市公司作为实证样本，首先对样本进行了描述性统计分析，并通过信度分析和效度分析。其次，本文对80家企业的不同层级指标的CBS进行计算，得出品牌发展力、品牌塑造力指标得分偏低，说明了中国自主企业品牌竞争力的基础性建设有待加强。第三，通过CBS的绝对值数据得出了50家上市公司的品牌竞争力指数（CBI）排名，得出五粮液、青岛海尔、贵州茅台、格力电器、同仁堂、云南白药等知名品牌名列前茅，本研究与国际主流研究结果大体相符，验证了量表和模型的适用性。
第七部分研究结论与管理启示。
本章首先对全文研究结论和潜在贡献进行总结。其次在理论分析和实证研究成果的基础上提出管理启示和政策建议，最后分析本研究存在的问题，明确未来研究的发展趋势以及进一步研究领域。
基于扎根理论的企业品牌竞争力测评质性分析、量表开发和消费品类企业实证分析等三个层层递进的研究，本文的主要结论和潜在创新有以下几点：
第一，本研究以扎根理论为指导，采用质性分析方法探讨企业品牌竞争力评价的因素，通过开放式译码、主轴译码以及选择性译码，在保证效度分析和信度分析合格基础上得出企业品牌竞争力形成的无维度结构模型。
第二，质性研究的数据分析发现，单一财务维度的数据早已不足以解释与掌握企业品牌竞争力，不能反映品牌未来的发展趋势，本研究突破之一是弥补了以往以财务指标主导，以品牌发展的基础性要素等非财务性指标弥补了单一财务评价思维的片面性。
第三，借鉴以往品牌竞争力学者研究成果对质性研究结论进行理论饱和，添加了文化塑造、社会责任、品牌炫耀性等指标。通过小样本的问卷预检验的信度和效度检验，通过对大样本数据进行探索性因子分析和验证性因子分析对正式量表的信度和效度进行检验，构建了中国自主企业品牌竞争力测评量表。
第四，本文在结构方程模型验证和路径分析基础上构建企业品牌竞争“五力测评”机理模型，本模型包含从品牌塑造力到品牌支持力再到品牌资本力的横向作用链，从品牌发展力到品牌支持力再到品牌市场力的纵向作用链，从品牌发展力到品牌塑造力到品牌市场力再到品牌资本力的环向作用链，全面系统的解释企业品牌竞争力的来源并为品牌竞争力测评奠定理论基础。
第五，本文一改传统以品牌价值（绝对值）的方式测评品牌竞争力，尝试采用品牌竞争力指数（相对值）的形式构建了中国企业品牌竞争力指数评价模型系统（简称CBI），并利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，并以中国50家知名消费品类上市公司对实证分析对象验证了测试量表、机理模型和指数模型的适用性。
第六，遵循基于企业品牌竞争力形成机理，结合中国消费品类上市企业品牌竞争力具体实证分析发现其自主企业品牌培育中存在以下问题：（1）品牌发展力层面，政府对企业品牌竞争力建设的支持力度有待加强，企业技术自主创新能力较弱导致产品质量无法支撑强大的品牌，企业品牌经营专业人才和企业家素质有待提高；（2）品牌塑造力层面，基于品牌定位思路的品牌个性塑造能力较弱，品牌危机处理能力的弱化凸显企业品牌关系能力较差，知识产权意识的淡漠导致品牌保护能力较弱；（3）品牌支持力层面，自主企业品牌忠诚度普遍较低、品牌溢价率不高，品牌社会性功能不强导致中国未出现一个高端的奢侈品牌；（4）品牌市场力和品牌资本力层面，市场占有能力较强但盈利能力不强，表象为品牌销售额偏高而品牌销售利润偏低，品牌产品的市场开拓能力不强导致品牌渗透率偏低，品牌生命周期普遍偏短，民族品牌被收购或消亡现象普遍存在。
针对以上问题，笔者提出中国培育自主企业品牌竞争力的管理启示和政策建议。管理启示包括：技术创新是品牌竞争力提升的根本前提、文化塑造是品牌竞争力提升的灵魂要素、品牌定位是品牌竞争力提升的制胜法宝、资本支持是品牌竞争力提升的重要保障、超额盈利是品牌竞争力提升的显著标志、品牌保护是品牌竞争力提升的重要支撑。中国自主企业品牌建设应成为转变经济增长方式的创新路径，“中国制造”向“中国创造”应成为中国经济发展的重要主题，政府、企业、媒体和消费者应构建四方联合的自主品牌塑造工程。
In the second quarter of2010, China’s GDP surpassed Japan to become the world’ssecond largest economy, which is expected to be the world’s largest luxury consumingcountry during the end of2012. Yet there is still not one Chinese national brand ranksamong the world’s top100brands list. Compare to multinational enterprises, there is stilla very huge gap in competitive strength ahead blocking Chinese enterprises. Based uponthe perspective of industry value chain division, enterprises in developed areas such asEuropean and U.S. control the R&D and brand marketing circle of the industry chain andobtain a very high additional value. While enterprises in other countries such as Chinalocated in the manufacturing sectors of the industry value chain. China manufactured70%of the world’s consumer goods, known as “world factory” and “cheap labor”, butsadly gains the lowest additional value and takes the highest industry risk. China has aGDP which share9.5%of global, consuming20-40%of the world’s major resources andenergy. As losing the preponderance of low labor cost step by step, a need of independentinnovation, increasing additional value, building its own brand is just around the corner.
Up to now, the number of international well-established brands has become animportant indication of evaluating a nation’s international competitiveness and economicstrength. Therefore, to establish a self-owned brand has been pushed to the level of anational strategy. The opening chapter of the “The Twelfth Five-Year Plan” tells thedecision of “changing economic growth pattern”, attaching importance to theimprovement of the quality of economic development. This paper argues that theestablishment of self-owned brands plays a symbolic role in changing the mode ofeconomic growth. Brands are the symbolic signs of the transformation from “Made inChina” to “Created in China”, and from “Economic Giant” to “Economic Power”.However, the theoretical study of the competitiveness of brands is far behind the practice.The business world is in urgent need of a set of theoretical system of brand managementconcerning Chinese situation. The academic world is also earnestly needed to providetheoretical support for the monitoring of China’s local enterprise brand competitiveness.How to scientifically, systematically and locally assess the brand competitiveness ofChina’s own enterprises is the very core issue investigated in this paper. This research has great practical and academic significance.
Based on the research issues, in this paper, to sort out the core journals at home andabroad, related works, theoretical results. There were a lot of inspiration and also foundsome deficiencies. The exploration will commence in the following five aspects of brandcompetitiveness evaluation.(1) Determined by a single factor on the transition to theintegrated theory of multi-factor evaluation perspective to explore.(2) Explain to thenon-financial dynamic indicators of changes in the evaluation of content to explore fromstatic financial performance indicators.(3) Weighted by the multi-level analysis of theevaluation mechanism to change the structure of the multivariate analysis to explore.(4)Evaluation of scenarios to explore the introduction of innovation to the Chinese situationtheory by both Western achievements.(5) Relative value change by the index of theabsolute value of the brand equity to the brand competitiveness evaluation method toexplore. The gap between practical needs and theoretical research-based paper providesmore than five new perspectives, and accordingly, the main contents of this article are asfollows.
The first part is introduction. Mainly elaborated the realistic background of theproblems raised by the vacancy of the relevant theoretical problem to be solved, andtargets for research and approach to the study, Finally, explain the language of the logicalframework, technology roadmap, specific research and the proposed innovation and thepotential contribution.
The second part, the literature review and theoretical basis. To sort out both theachievements of domestic and foreign enterprises brand competitiveness, mainly relatedto brand competitiveness concept defined the theoretical basis of the corporate brandcompetitiveness, multi-dimensional perspective of the brand competitiveness, corporatebrand competitiveness of the formation mechanism of economic analysis, brandcompetitiveness evaluation system model and methodology of the field of review, and getsome inspiration, but also found some shortcomings. Explanatory power of the brandcompetitiveness theory is imperfect, the author proposes five cutting-edge researches.
The third part, the exploratory study of brand competitiveness evaluation. In thisstudy, grounded theory as a guide, with a certain brand management experience, workexperience, the research areas of middle and senior management as well as brand strategyexperts and scholars of the samples, qualitative analysis of brand competitiveness evaluation factors constitute. Forum in the form of data collection, and has taken theoriginal interview data through grounded theory research process open decoder thespindle decoding and selective decoding, drawn on a qualified basis to ensure the validityanalysis and reliability analysis five The core code: brand development force coding,branding force coding, brand supportive coding, coding of brand market power and brandcapital strength encoding.
The fourth part, the corporate brand competitiveness evaluation model and scaledevelopment. This chapter first qualitative research data for further analysis, built on thebasis of the logical relationship between the five main encoder brand competitioncompetency assessment model ", and proposed the relationship between the assumptionsof the eight latent variables. Second, learn from the past, brand competition mechanicswho research qualitative research conclusions of the theoretical saturation, which initiallycreated contains five latent variables (brand development force, branding force,supportive of the brand, brand power and brand capital force),22first test questionnaireof92questions, a two potential variables brand competitiveness. France reliability andvalidity through factor analysis and principal component analysis by the officialinspection of a small sample of the questionnaire pre-testing and sample, remove CITCvalues less than0.5and the Alpha value of this variable are basically less than0.6, deletethe factor loadings entries less than0.4, and15two latent variable that contains the scaleof the44observed variables. Finally, the official measurement data for confirmatoryfactor analysis, the structure of the five competency assessment model correction test,verify through analysis of the relationship of the proposed variable assumptions.
The fifth part,brand competitiveness index test. The chapter first built in the modelstructure validation and path analysis based on evaluation of the corporate brandcompetition "five forces" conceptual model, build brand competitiveness indexevaluation system based on formal scale interpretation of the interpretation andcalculation methods for each indicator. Secondly, the analytic hierarchy process todetermine the weights of each level indicators, synthetic principle for indicators,quantitative indicators of standardized instructions. In this chapter build-level indicatorsof the brand competitiveness score (CBS) computing model, score calculation modelbased on absolute terms, this article ultimately build brand competitiveness index (CBI)to evaluate the calculation model.
The sixth part, evaluation on the empirical analysis of Chinese consumer goodslisted enterprises brand competitiveness. The core purpose of this chapter is the brandcompetitiveness index (CBI) model to test the test scale and test models of the brandcompetitiveness. This paper selects including consumer goods, clothing, appliances, realestate, automotive, commercial, department stores, wine, food and beverage,pharmaceutical and other80listed companies as the empirical sample, the sampledescriptive statistical analysis and reliability analysis and validity analysis. Secondly, tocalculate the80enterprises of different levels of indicators CBS obtained the power ofbrand development, branding force of the low index scores, indicating that the basicconstruction of China's independent brand competitiveness needs to be strengthened.Drawn by the absolute value of the data of the CBS80listed company's brandcompetitiveness index (CBI) ranking obtained Haier, Lenovo, Wuliangye, Mengniu Dairy,Yili Group, Tsingtao Brewery, Gree electrical appliances, Moutai, wow and otherwell-known brands among the best, this study is broadly consistent with the mainstreaminternational research results, verify the applicability of its scale. Finally, the chapterdeveloped the basic exponential model based on the competitiveness of the branddevelopment index model, brand competitiveness gap between the exponential model,the cube model of the health indicators of the competitiveness of the brand model andbrand competitiveness index application.
The seventh part, study conclusions and managerial implications. The chapter firstsummary of the findings of the full-text research, followed by managerial implications onthe basis of the results of theoretical analysis and empirical research has practicalsignificance, the final analysis in this study the problems and identify future researchtrends and further research areas.
Based on grounded theory of corporate brand competitiveness evaluation ofqualitative analysis, scale development, and consumer goods companies empiricalanalysis of three layers of progressive research, the main conclusions and potentialinnovation are the following:
First, this research is guided by the grounded theory. Use qualitative analysismethods to explore the factors of brand competitiveness evaluation, open decoder thespindle decoding and selective decoding. Based on ensuring the qualified validityanalysis and reliability analysis, this research draw on the non-dimensional structural model of brand competitiveness.
Second, using qualitative research data analysis, I found that single financialdimension of the data was insufficient to explain and master brand competitiveness andcan not reflect the brand's future development trends. This research breakthroughs thepast financial indicators standing for brand competitiveness, using such as the basicelements of the brand development of non-financial indicators to make up for theone-sidedness of single financial evaluation.
Third, learn from the past scholars research achievements of brand competition, anduse qualitative research conclusions to get theoretical saturation. Add the shaping of thecultural, social responsibility, brand conspicuous indicators. Use a small sample of thequestionnaire to pre-test reliability and validity, and use exploratory factor analysis andconfirmatory factor analysis of large sample data to test the reliability and validity of theofficial scale, to build China's own corporate brand competition power evaluation scale.
Fourth, based on the analysis of the structural equation model validation and path, Ibuild brand competition “Five Forces evaluation” mechanism model. The model containsthe horizontal role of chain force from branding to brand supporting and then the powerof brand capital power, from brand development to brand supporting force and to thelongitudinal effect of brand market power chain, ring of power from brand developmentto branding power and to the brand market power to brand capital strength to the role ofchain, a comprehensive and systematic explanation of the sources of brandcompetitiveness and brand competitiveness evaluation of the theoretical basis.
Fifth, this article has changed the traditional evaluation of brand competitiveness bybrand value (absolute value). Try to use the brand competitiveness index (relative value)to build the China Enterprise Brand Competitiveness Index Evaluation Model System(CBI), and use multi-composite index evaluation method of the quantitative study inindex form to reflect the strength of brand competitiveness of Chinese enterprises and thedevelopment trend of verification testing scale to80well-known consumer goods listedcompanies of China on the empirical analysis of object the applicability of themechanism of the model and the exponential model.
Sixth, follow the brand competitiveness formation mechanism, combined with theChinese consumer goods listed on the empirical analysis of brand competitiveness tocultivate its own brand, I found the following problems:(1) Development of the brand power level: the government on the construction of brand competitiveness support shouldbe strengthened. The weakness of enterprise technological independent innovationcapability get the results that product quality can not support a strong brand, corporatebrand management professionals and the quality of entrepreneurs needs to be improved;(2) Branding force levels: based on the idea of brand positioning, brand personality shapeweakly, and the brand crisis management capabilities is weak so that highlight the brandrelationship poorly. The weakness of IPR awareness leads to the poor brand protection;(3) Brand-supportive level: independent corporate brand loyalty is generally low, and thebrand premium rate is not high. The brand's social function is not triggered so that thereis not a stronger high-end luxury brand in China;(4) Brand marketing power and brandcapital levels:market sharing is strong but the profitability is not strong lead to highbrand sales but low brand profit on sales. Brand marketing capabilities being not strongleads to low brand penetration and the brand life cycle is generally shorter, the nationalbrand was acquired or demised widespreadly.
To solve the above problems, the author proposes to foster independent brandcompetitive managerial implications and policy recommendations. Managerialimplications, including: technical innovation is the fundamental premise of brandcompetitiveness, enhance, and culture shape the soul elements enhance brandcompetitiveness, brand positioning and brand enhance the competitiveness of the holygrail, capital support is an important guarantee to enhance brand competitiveness, excessprofit is a significant sign to enhance brand competitiveness, brand protection is animportant support to enhance brand competitiveness. China's independent brandconstruction should be innovative path of the transformation of economic growth,"Madein China" to "Created in China" should become an important theme of China's economicdevelopment, government, business, media and consumers should build quadrilateralown brand shaping the project.
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