移动互联网业务品牌竞争力评价管理研究

Nowadays, science develops fast and information spreads quickly around the world. Brand has been to be the core competence therefore brand competitiveness has been up to the strategy importance of a company. When a brand can bring more consuming value than other brand, people will choose this brand for a long time which is the same as the brand impact on enterprise. Then the two parts can promote the brand to be formed a competitive power. This thesis briefly deseribes the essence and conient of brand and brand competitiveness from the perspective of relation resourees, discussing the market interestion in the brand competition era and economic value of brand consumption and constructs corresponding model. Based on the theoretieal study and summarization of the existing evaluation system of brand competitiveness, this thesis builds abrand competitiveness model based on the market competitive advantage and establishes the corresponding evaluation index system by combining the eharacteristies 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.