论文将首先介绍本文所涉及的品牌及品牌竞争力相关理论，然后论述品牌竞
争力的主要来源因素、品牌竞争力的效应、品牌竞争力与核心竞争力之间的关系
以及品牌竞争力评价指标体系，并对国内外对于品牌的研究现状作初步介绍
其次是基于 SWOT 方法对公司的品牌战略作精要分析，再根据公司的品牌具
体特征构建品牌竞争力指标评价模型，利用模型来具体分析公司在品牌竞争力方
面所面临的一些问题
最后围绕如何提升公司品牌竞争力的对策进行阐述与分析，分别从 OEM 业
务和品牌业务不同的发展策略，企业制度的创新，建立品牌差异化优势，发挥跨
国公司优势，加强品牌危机管理等 5 个方面明确了公司品牌竞争力发展策略的方
向
综上所述，本论文从公司品牌竞争力的现状出发，对公司目前在品牌竞争力
方面所体现的问题做精要分析，并结合行业发展趋势，提出公司品牌竞争力提升
策略的具体实施和优化思路，希望可以藉此推动公司品牌发展的体系转型和增强
公司的品牌竞争力
关键词：品牌竞争力，核心竞争力，制度创新，品牌差异化优势ABSTRACT
II
ABSTRACT
Pentair Group’s sales revenue was 6.449 billion US dollars in 2015, while in the
last year 2014 it is almost 7.039 billion US dollarspared with the last year,the
sales revenue actually dropped down 8.38%.
Taking a look of Pentair’s Earnings Data for the recent years, we will find the
total volume of the company’s business is developing rapidly.However the totally net
profit of the group has not increased at the same rate as the operating income grewing.
On the one hand,Company’s own brand product has faced its most difficult test,In
consideration of the pressure from the rising labor cost,service and sales channels,
They have serious doubts about the profitability of the own brand’s
business.Furthermore, It makes the brand business into a harder situation due to the
occupation by the OEM business for the limited resources.
In order to enhance the company&39;s wholly competitiveness, we need to understand
the importance of the development of brand business. A clear development strategy
and operation process is fundamental factor.Therefore, in view of the theory of the
brand competitiveness, the article expounds the brand competitiveness from three
aspects:resource, effections, and core competitiveness. We could build a model based
on the characteristics of Pentair&39;s brand competitiveness to specifically analyze the
problems which Pentair&39;s brand competitiveness faced with. This article presents
different profitability and pricing design model between OEM business and brand
business and outlines some of the innovations in brand business processes and the
development of new products.By establishing Differentiated Advantage Oriented
Brand Marketing Strategy,The company need take advantage of the unique channel for
the multinational brand salsses and make use of the opportunities for the international
market segmentation and value chain restructuring.
Keywords: Brand Competitiveness, Core Competitiveness, System Innovation, Brand
Differentiation Advantage目录
III
目录
第一章 绪论...... 1
1.1 研究背景概述.... 1
1.2 研究的问题........ 1
1.3 研究目的与意义 1
1.4 研究方法与内容 2
第二章 理论与研究综述.......... 4
2.1 品牌性质、定义、作用 4
2.1.1 品牌的性质与定义 ........ 4
2.1.2 品牌的作用 ........ 4
2.2 品牌竞争力概念、来源、基本要素、理论研究........ 4
2.2.1 品牌竞争力的概念 ........ 4
2.2.2 品牌竞争力的来源 ........ 6
2.2.3 品牌竞争力凸显的效应8
2.2.4 品牌竞争力与核心竞争力 ........ 9
2.2.5 品牌竞争力的理论研究 ...........11
2.3 品牌竞争力的综合评价指标体系 ...... 12
2.3.1 品牌与品牌竞争力 ....... 12
2.3.2 品牌竞争力评价原则 ... 13
2.3.3 品牌竞争力评价指标体系 ....... 14
2.3.4 品牌竞争力评价模型 ... 16
2.4 本章小结.......... 17
第三章 PNR（中国）公司品牌竞争力现状与问题分析 .... 18
3.1 PNR 集团全球业务回顾.......... 18
3.2 PNR（中国）公司的经营现状........... 21
3.3 基于 SWOT 方法的 PNR（中国）公司品牌战略分析 ........ 22
3.3.1 优势(S)分析 ...... 23
3.3.2 劣势(W)分析..... 23
3.3.3 机会(O)分析...... 25
3.3.4 威胁(T)分析 ...... 26
3.4 PNR（中国）公司的品牌竞争力分析........... 29目录
IV
3.4.1 品牌市场能力 .. 29
3.4.2 品牌管理能力 .. 29
3.4.3 品牌关系能力 .. 30
3.4.4 品牌基础能力 .. 30
3.4.5 品牌可持续发展能力 .. 31
3.4.6 PNR（中国）公司品牌竞争力评定 ... 31
3.5 本章小结.......... 32
第四章 提升 PNR（中国）公司品牌竞争力的对策 ........... 33
4.1 OEM 业务和品牌业务的发展策略....
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