【正文】 te own brand product, must satisfy first oneself can let the customer believe； Third, the manufacturing industry and enhances the brand petitive power using the creation brand the good opportunity, may jump directly masters the advanced technique of manufacture, enables the product to obtain the promotion.First, brand petitive power definition and characteristic brand petitive power definitionSo far, did not have a unified definition about the brand petitive power. The US Financial world is conducting for the first time in the world brand value assessment report, pointed out that the weight brand petitive power may carry on from three aspects； first, enterprise brand sales volume and profit ability； second, attains in the plete profit from this brand to subtract the average profit which the profession possibly obtains to figure out with the trademark related mass of profit； third, removes this mass of profit with an average mon tax rate, is multiplied by a brand assurance factor to obtain the brand petitive power coefficient again.The domestic some scholars did certain research to the brand petitive power, Bing Hongyan had believed that the brand petitive power was the brand in the environment of petition, to seek the enterprise longterm development, through to own might control the resources the effective disposition and the use, caused its product and the service is better than the petitor satisfies the consumer quickly, provided the over value profit for the enterprise the ability. This article uses the definition which Li Guang fights, Li Guangdou believed that the brand petitive power is refers to enterprise39。s extensibility is may enable the brand to have enters each kind of market the potential, extends various market demand, can widely bine applies the different new domain, grows a series of new brands, the new service, creates the numerous new markets. Opens many kinds of brand markets for the enterprise, realizes the brand multiplication strategy ability characteristic.(4)Distinctive quality. The brand petitive power39。s unicorn, the sun and so on 4 brands occupies its home 99% markets, but our country affects the biggest Qingdao beer, only occupies the national market %, forms the brand effect with difficulty. Looking from the present stage Our country Industry Major industry Department39。D investment level is low, quantity are few. In recent years, developed country39。s organization management level is not high, the efficiency is somewhat low. Mainly displays in： The personnel structure deviation technology and the project, to sell take seriously insufficiently with the finance； The project organization lacks the scientific nature, the existence efficiency not high phenomenon； Personnel39。s attenuation will know. At the same time, thought that the brand management is to the trademark law aspect management. Actually the trademark management is merely the brand manages the most basic legal protection aspect a content.Third, promotes the Chinese manufacturing industry brand petitive power the basic strategyStrengthens government39。s function has not transformed pletely to serve and the regulation, the government must make the plan to the enterprise brand development macroeconomic regulation and control； The market system was not still perfect, the market mechanism is unreasonable, has does not work as the petition and the transition petition phenomenon, particularly the fake and shoddy brand failure to prohibits repeatedly； The finance, the financial policy support the insufficiency to the brand enterprise； The legal environment support strength, it does not involve the related protection brand the legislation, the law enforcement, the market legal service system and so on.The Chinese Enterprise39。D accounts for the gross national product the proportion maintains between 2%3%, but the Chinese Enterprise39。s absolute scale and the big enterprise is somewhat low in the domestic relative scale, lacks certain scale benefit to make the prop, the brand petitive power also with difficulty guaranteed. Innovation ability is weak, has the independent brand with difficultyOur country Industrial enterprise brand petitive power low basic reason is lacks the technological innovation, the Foreignfunded enterprise in our country main Processing industry primarily, the Multinational corporation through has obtained the product leading power to technical and the brand control, obtains the high quota profit, but our country Processing industry can only gain the meager processing charge.Compares with the worldfamous brand, our country39。 The brand scale and the market concentration degree are smallThe Industrial organization scale is usually representing enterprise39。s value is refers to the brand petition can for the brand discover that use, provides the market opportunity, reduces the brand one kind of effectiveness which has in the petition disadvantage factor, can bring to the enterprise surpasses the same business average profit level the over value profit ability characteristic.(2)With difficulty mimetism. Brand petitive power39。最后感謝我的母校山東科技大學(xué)，對(duì)我的栽培！李老師一直堅(jiān)持在繁忙的工作之余輔導(dǎo)我寫作。致謝BrandJ.BrandingG.Management,The參考文獻(xiàn)[1]李杰，余明陽，[J].上海交通大學(xué)學(xué)報(bào)，2007(6)：1035～1044. [2][J].經(jīng)濟(jì)導(dǎo)刊，2006(6) ： 21～26[3][M].北京：經(jīng)濟(jì)管理出版社，2005年版.[4][J].南開管理評(píng)論，2000年版.[5][J].武漢理工大學(xué)學(xué)報(bào)，2002(4)：140～144年版.(3) 本文針對(duì)創(chuàng)達(dá)電子有限公司品牌競(jìng)爭(zhēng)能力弱的現(xiàn)實(shí)，從品牌本身、企業(yè)、政府三個(gè)層面出發(fā)，運(yùn)用現(xiàn)代品牌競(jìng)爭(zhēng)戰(zhàn)略理論，尋求提升本企業(yè)品牌競(jìng)爭(zhēng)力的途徑和方法：強(qiáng)化品牌意識(shí)，提升品牌競(jìng)爭(zhēng)力；提高并保持自身品牌產(chǎn)品的內(nèi)在品質(zhì)；注重政府作用，提升品牌競(jìng)爭(zhēng)力；注重品牌文化的塑造。5 結(jié)束語品牌競(jìng)爭(zhēng)力是企業(yè)通過對(duì)資源的有效配置和使用，使其品牌比競(jìng)爭(zhēng)對(duì)手的品牌更好地滿足消費(fèi)者的需求，從而在擴(kuò)大市場(chǎng)份額，獲取高額利潤(rùn)方面與競(jìng)爭(zhēng)品牌在市場(chǎng)競(jìng)爭(zhēng)中產(chǎn)生的比較能力。一個(gè)企業(yè)通過品牌文化的建立，把這種文化完全融入品牌的發(fā)展歷程中，成為品牌最終傳達(dá)給消費(fèi)者的信息之一，隱形的構(gòu)成品牌競(jìng)爭(zhēng)力的一部分。四是政府可以建立出口名牌獎(jiǎng)勵(lì)基金，對(duì)出口名牌和在國(guó)外享有一定知名度的品牌定期進(jìn)行評(píng)審和獎(jiǎng)勵(lì)。我國(guó)企業(yè)普遍存在資金不足的問題，企業(yè)的品牌塑造工作因此易受到制約。 完善法律法規(guī)，為名牌成長(zhǎng)提供法律保障目前，我國(guó)的市場(chǎng)規(guī)則尚不夠健全，對(duì)規(guī)、侵犯知識(shí)產(chǎn)權(quán)等現(xiàn)象監(jiān)督、制裁不力，加大了企業(yè)運(yùn)營(yíng)的成本，影響了企業(yè)實(shí)施品牌戰(zhàn)略的積極性。這勢(shì)必形成新的地方保護(hù)主義，造成產(chǎn)業(yè)結(jié)構(gòu)的類同和資源的浪費(fèi)。 注重政府作用，提升品牌競(jìng)爭(zhēng)力名牌企業(yè)是政府、企業(yè)、消費(fèi)者三位一體的系統(tǒng)工程，在實(shí)施名牌戰(zhàn)略過程中，應(yīng)該注重政府作用，扶持和幫助國(guó)內(nèi)企業(yè)創(chuàng)造更多名牌，提升品牌競(jìng)爭(zhēng)力。因此根據(jù)本企業(yè)的