【正文】 者之所以要?jiǎng)?chuàng)業(yè)，除了強(qiáng)烈的事業(yè)心外，另外就是在這一研究領(lǐng)域有所專長(zhǎng)。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(jià)值。 注重產(chǎn)品技術(shù)發(fā)展技術(shù)對(duì)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(zhǎng)提供政策支持 我國(guó)市場(chǎng)經(jīng)濟(jì)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(shí)對(duì)包庇、縱容制假販假行為的地方保護(hù)主義，要依法進(jìn)行嚴(yán)厲查處，使造假者失去他們的“保護(hù)屏障”，從而為中國(guó)名牌的健康成長(zhǎng)營(yíng)造良好的外部環(huán)境，使一個(gè)有利于中國(guó)品牌成長(zhǎng)的國(guó)內(nèi)市場(chǎng)環(huán)境盡早形成，品牌才能夠順利成長(zhǎng)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(jìng)爭(zhēng)力是企業(yè)核心競(jìng)爭(zhēng)力的外在表現(xiàn)，是某品牌較同類產(chǎn)品市場(chǎng)影響力大、占有率高、附加值高、生命周期長(zhǎng)的深層次原因，它是競(jìng)爭(zhēng)對(duì)手不易甚至無(wú)法模仿的。[9][J].財(cái)貿(mào)經(jīng)濟(jì)，2007版.[10][M].北京：科學(xué)出版社，2005年版.[11][美]（Philip Kotler）著，營(yíng)銷管理（第十一版）[M]．上海人民出版社，2009[12]曹遠(yuǎn)征，孫安琴．國(guó)際競(jìng)爭(zhēng)力翻新，世界龍虎榜重新排名．經(jīng)濟(jì)日?qǐng)?bào)，2008.[13]姬雄華．企業(yè)品牌戰(zhàn)略選擇研究[J]．延安大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版),Publishing, Action,Kogan除了敬佩李老師的專業(yè)水平外，他的治學(xué)嚴(yán)謹(jǐn)和科學(xué)研究的精神也是我永遠(yuǎn)學(xué)習(xí)的榜樣，并將積極影響我今后的學(xué)習(xí)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(xué)，對(duì)我的栽培！致謝J.G.The(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。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。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。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)。因此根據(jù)本企業(yè)的具體情況，把對(duì)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(lái)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(gè)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(dòng)；另一個(gè)是在企業(yè)的服務(wù)環(huán)節(jié)，以質(zhì)量為目標(biāo)。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(shí)，可達(dá)到以下幾種市場(chǎng)目的：①擴(kuò)大市場(chǎng)覆蓋面，占領(lǐng)更多的細(xì)分市場(chǎng)。國(guó)界已不能把世界經(jīng)濟(jì)從地域上簡(jiǎn)單的加以區(qū)別，全球大市場(chǎng)已逐漸形成。 保持品牌危機(jī)感意識(shí)當(dāng)今社會(huì)，市場(chǎng)環(huán)境、競(jìng)爭(zhēng)態(tài)勢(shì)瞬息萬(wàn)變，在激烈的市場(chǎng)競(jìng)爭(zhēng)中，一個(gè)品牌如果在生產(chǎn)經(jīng)營(yíng)順利之時(shí)缺乏品牌危機(jī)意識(shí)，沒有身陷逆境的思想準(zhǔn)備，那就意味著該品牌的困境和潛在危機(jī)即將出現(xiàn)。這是非常錯(cuò)誤的觀點(diǎn)。 缺乏品牌的核心價(jià)值品牌的核心價(jià)值是品牌的精髓，一個(gè)品牌最獨(dú)一無(wú)二且最有價(jià)值的部分通常會(huì)表現(xiàn)在其核心價(jià)值上。因此，可以綜合判定創(chuàng)達(dá)電子有限公司缺乏品牌競(jìng)爭(zhēng)力。得到了B層次因素相對(duì)于A層的權(quán)重系數(shù)，[w1, w2, w3, w4, w5 ] =[，]。因?yàn)樗梢圆皇苓^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(lái)構(gòu)建品牌競(jìng)爭(zhēng)力。 公司的組織結(jié)構(gòu)創(chuàng)達(dá)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(jì)開發(fā)、生產(chǎn)電容式駐極體傳聲器、耳機(jī)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(yùn)作能力。(3)教育和文化體系企業(yè)處于國(guó)家的整體社會(huì)大環(huán)境之中，企業(yè)的運(yùn)作系統(tǒng)需要外部提供高素質(zhì)的人力資本；時(shí)企業(yè)文化受國(guó)家和民族的總體文化、價(jià)值觀及倫理道德影響。 外部來(lái)源品牌競(jìng)爭(zhēng)力的外部來(lái)源主要是指影響品牌競(jìng)爭(zhēng)力的外部因素，通常是指企業(yè)外部的不可控因