零售企业自有品牌竞争力评价研究

在总结品牌竞争力评价和自有品牌竞争要素已有研究的基础上,从品牌竞争力的企业能力视角和外部表征视角构建了零售企业自有品牌竞争力的评价指标体系。该体系由自有品牌支撑能力、自有品牌管理能力、自有品牌市场能力三个一级指标和九个二级指标、21个三级指标构成,采用层次分析法确定了指标体系的权重分配。应用模糊综合测度模型,以两家在中国的跨国零售企业为例,对其自有品牌竞争力进行了评估和比较分析。

Research on Competitiveness Evaluation of Retailer's Private Brand

Based on the former researches on brand competitiveness evaluation and key competitive factors of private brand,this paper builds the indicator system for retailer's private brand competitiveness from two perspectives including internal capabilities and external performance.The system is composed of 3 first-class indexes(i.e.private brand supporting capability,private brand managerial capability and private brand market-oriented capability),9 second-class indexes and 21 third-class indexes.The analytical hierarchy process is used to give the weight of each indicator.Finally,taking the case of 2 retailing subsidiaries of multinational corporations in China,it adopts the fuzzy evaluation model to make an evaluation and comparative analysis on the private brand competitiveness.