毕业论文(设计)基于消费者视角的品牌竞争力研究—以中华.佳洁士牙膏品牌为例.docVIP

毕业论文（设计） 题 目: 基于消费者视角的品牌竞争力研究 ——以“中华”“佳洁士”牙膏品牌为例 专业班级： 市场营销, 摘要 自20世纪90年代以来，中国已进入品牌竞争时代。面对经济全球化、市场国际化的竞争环境，企业的技术水平、产品质量固然重要，但这只是参与市场竞争的基础，世界已经进入竞争时代，市场开始向品牌靠拢，取胜的关键是品牌。产品的竞争力，企业的竞争力，最终体现在品牌的竞争力上，我国企业在激烈的竞争力中不缺乏产量优势，也不缺乏技术优势，而是缺乏品牌竞争力优势。关键词：品牌；品牌竞争力； Abstract Since the 1990s, China has entered the era of brand competition. Facing the competitive environment of globalizing economy and internationalizing market, the technological level and product quality of enterprises are important, but they are only the basis to participate in market competition. The world has entered the competition and the market has started to move closer to the brand, so the key is to win is the brand. The competitiveness of enterprises and their products are ultimately reflected in the competitiveness of the brand. The Chinese enterprises in the fierce competitiveness are not the lack of production, or lack of technical superiority, but the lack of competitive advantages of brand. At present, the evaluative research on the brand competitiveness mostly from the view of business point, and this article will measure the competitiveness of the brand from the view of a consumers point. After analyzing the competitiveness of the connotation of the brand, the article puts forward the related variables of the brand competitiveness based on the consumer perspective, and then builds the target system. Furthermore, according to the field survey data, it uses the statistical software SPSS13.0 to analyze the brand-related indicators of the competitiveness from some empirical analysis, such as descriptive analysis, reliability analysis and correlation analysis. Based on the common factor weight, it uses AHP to calculate the brand competitiveness of the consumers, and comes to a result that the competitiveness of “China” brand toothpaste is 2.95, “Crest” brand toothpaste competitiveness is 3.11, and gives the corresponding countermeasures accordingly. Key words: Brand; Brand competitiveness; F