消费者导向下的移动通信品牌竞争力测评模型构建探析

消费者导向下的品牌竞争力,主要体现在品牌赢得消费者与保持住消费者的能力上,对品牌竞争力的测评也主要是对这两种能力进行测评.以移动通信市场为例,从移动通信品牌的这两种能力入手,以传播、产品、价格、服务四个方面来反映品牌的核心竞争力,同时将消费者对企业的好感度作为附加竞争力,这样我们就可构建起品牌竞争力的外显型市场测量模型和品牌竞争力的要素构建型市场测量模型,利用该模型可以有效地对移动通信运营商的竞争力进行测评和比较.

On Construction of Appraising Model for Mobile-phone Brand Competitiveness in a Consumer-Oriented Market

The competitiveness of a brand in a consumer-oriented market lies mainly in the brand's ability to obtain and maintain the trust of the consumers and is directly demonstrated in the vehement competition of various brands.Taking Mobile market as an example,we can start from the above two abilities,take transmitting,product,price and service as the content of core competitiveness,meanwhile take consumers' favor of enterprise as plus competitiveness,then construct external market measure model of brand competitiveness and market measure model of competitive element.By using these models we can effectively make appraise and compare to mobile enterprise's competitiveness.