【正文】 者之所以要創(chuàng)業(yè)，除了強烈的事業(yè)心外，另外就是在這一研究領(lǐng)域有所專長。而全面質(zhì)量管理的最終目的就是提高企業(yè)的顧客滿意和價值。 注重產(chǎn)品技術(shù)發(fā)展技術(shù)對品牌產(chǎn)品的重要性如同質(zhì)量的重要性，但是技術(shù)創(chuàng)新需要大量的資金和人力資源的投入。 制定產(chǎn)業(yè)政策，為名牌成長提供政策支持 我國市場經(jīng)濟體系尚處于建立過程中，民族品牌還比較稚嫩，迫切需要政府給予政策上的支持。同時對包庇、縱容制假販假行為的地方保護主義，要依法進行嚴厲查處，使造假者失去他們的“保護屏障”，從而為中國名牌的健康成長營造良好的外部環(huán)境，使一個有利于中國品牌成長的國內(nèi)市場環(huán)境盡早形成，品牌才能夠順利成長和發(fā)展。 注重品牌文化的塑造品牌文化是品牌的精神層面，是品牌包含的一種文化。本文通過一系列系統(tǒng)分析，總結(jié)如下：(1)品牌競爭力是企業(yè)核心競爭力的外在表現(xiàn)，是某品牌較同類產(chǎn)品市場影響力大、占有率高、附加值高、生命周期長的深層次原因，它是競爭對手不易甚至無法模仿的。[9][J].財貿(mào)經(jīng)濟，2007版.[10][M].北京：科學出版社，2005年版.[11][美]（Philip Kotler）著，營銷管理（第十一版）[M]．上海人民出版社，2009[12]曹遠征，孫安琴．國際競爭力翻新，世界龍虎榜重新排名．經(jīng)濟日報，2008.[13]姬雄華．企業(yè)品牌戰(zhàn)略選擇研究[J]．延安大學學報(社會科學版),Publishing, Action,Kogan除了敬佩李老師的專業(yè)水平外，他的治學嚴謹和科學研究的精神也是我永遠學習的榜樣，并將積極影響我今后的學習和工作。s formidable capturing, we cannot satisfy merely in takes its processing factory, must have the independent brand； Second, the domestic market petition already entered the brand petition time, must promote 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 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。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 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。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。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，對我的栽培！致謝J.G.The(3) 本文針對創(chuàng)達電子有限公司品牌競爭能力弱的現(xiàn)實，從品牌本身、企業(yè)、政府三個層面出發(fā)，運用現(xiàn)代品牌競爭戰(zhàn)略理論，尋求提升本企業(yè)品牌競爭力的途徑和方法：強化品牌意識，提升品牌競爭力；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，提升品牌競爭力；注重品牌文化的塑造。一個企業(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，成為品牌最終傳達給消費者的信息之一，隱形的構(gòu)成品牌競爭力的一部分。我國企業(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。這勢必形成新的地方保護主義，造成產(chǎn)業(yè)結(jié)構(gòu)的類同和資源的浪費。因此根據(jù)本企業(yè)的具體情況，把對技術(shù)的關(guān)注放在第一位是必要的，根據(jù)人員和資金的情況來判斷是否有能力技術(shù)創(chuàng)新。全面質(zhì)量管理主要是從企業(yè)的兩個方面著手，一是在企業(yè)的生產(chǎn)環(huán)節(jié)上以質(zhì)量為驅(qū)動；另一個是在企業(yè)的服務(wù)環(huán)節(jié)，以質(zhì)量為目標。品牌的品質(zhì)涉及到質(zhì)量，技術(shù)等相關(guān)內(nèi)容。如果要從整體提升其品牌產(chǎn)品的內(nèi)在品質(zhì)的話，必須走專業(yè)化的道路。具體而言，企業(yè)具備了品牌延伸意識，可達到以下幾種市場目的：①擴大市場覆蓋面，占領(lǐng)更多的細分市場。國界已不能把世界經(jīng)濟從地域上簡單的加以區(qū)別，全球大市場已逐漸形成。 保持品牌危機感意識當今社會，市場環(huán)境、競爭態(tài)勢瞬息萬變，在激烈的市場競爭中，一個品牌如果在生產(chǎn)經(jīng)營順利之時缺乏品牌危機意識，沒有身陷逆境的思想準備，那就意味著該品牌的困境和潛在危機即將出現(xiàn)。這是非常錯誤的觀點。 缺乏品牌的核心價值品牌的核心價值是品牌的精髓，一個品牌最獨一無二且最有價值的部分通常會表現(xiàn)在其核心價值上。因此，可以綜合判定創(chuàng)達電子有限公司缺乏品牌競爭力。得到了B層次因素相對于A層的權(quán)重系數(shù)，[w1, w2, w3, w4, w5 ] =[，]。因為它可以不受過去企業(yè)歷史的影響，完全從全新的企業(yè)文化，企業(yè)資源的配置等方面來構(gòu)建品牌競爭力。 公司的組織結(jié)構(gòu)創(chuàng)達電子有限公司采用的是直線職能制組織結(jié)構(gòu)模式。本公司主要從事設(shè)計開發(fā)、生產(chǎn)電容式駐極體傳聲器、耳機系列產(chǎn)品。具體分為品牌定位能力、品牌傳播能力和品牌運作能力。(3)教育和文化體系企業(yè)處于國家的整體社會大環(huán)境之中，企業(yè)的運作系統(tǒng)需要外部提供高素質(zhì)的人力資本；時企業(yè)文化受國家和民族的總體文化、價值觀及倫理道德影響。 外部來源品牌競爭力的外部來源主要是指影響品牌競爭力的外部因素，通常是指企業(yè)外部的不可控因