宁波JH化学公司品牌竞争力研究摘要现在石化行业市场竞争愈演愈烈,已进入品牌竞争的阶段。作为国民经济中四大基础行业之一的石化企业,产品同质化越来越严重,如果没有强大的品牌就无法长期生存的。各大型石化企业都已经开始重视企业品牌战略,打造强势品牌,并希望利用品牌优势在以后的市场竞争中获得先机。现在,石化企业也在尽力打造强势品牌。经过多年的品牌建设和管理,淄博鲁华、大庆华科等国内知名C5/C9石油树脂企业在下游客户心中树立了良好的品牌形象,在行业竞争中获得了一定的品牌竞争优势。但是,国内许多石化企业与国际大型石化公司相比,比如埃克森美孚、陶氏化学、道达尔等国际石化巨头,在品牌资产方面还存在一定的差距,在品牌影响力方面也很难与之匹敌,品牌竞争力仍然较为单薄。品牌竞争力是相对于竞争对手而言,是一个相对概念。只有与竞争对手作比较,才能体现出某一具体企业的品牌竞争力在行业中的水平。为此,本文建立了适用于宁波JH化学公司及其竞争对手的品牌竞争力评价指标体系。利用层次分析法(AHP)确定各评价指标的权重,并得出所占权重较大的评价指标,得出市场占有率、品牌渠道管理等指标,对品牌竞争力具有较大的影响。运用评价模型,对三家石化企业品牌竞争力各项评价指标进行了评分,对比分析他们在每个评价指标上的表现。分析结果表明,宁波JH化学公司在产销率、产业链管理、营销团队水平、品牌渠道管理、管理水平等方面具有一定的优势,在主导产品数量、企业文化、研发能力、专利数量等方面还存在差距。本文最后根据分析结果,针对宁波JH化学公司存在的差距,有针对性地提出了提升品牌竞争力的解决方案,旨在使公司在以后的市场竞争中取得更大的品牌竞争优势。同时,也希望能够为其他石化企业的品牌发展与提升起到一定的参考作用。TheresearchonNingboJHchemicalcompany’sbrandcompetitivenessAbstractNowthecompetitioninthepetrochemicalindustryisintensifying.Ifpetrochemicalcompaniesdonothavestrongbrands,theycannotsurviveforalongtime.Moderncompetitionhasenteredthestageofbrandcompetition.Largepetrochemicalcompaniesareacceleratingtheshaping,constructionandmanagementoftheirbrandsandimplementingbrandstrategies,hopingtogainbrandadvantageinnewcompetition.Now,petrochemicalcompaniesarealsotryingtobuildstrongbrands.Afteryearsofbrandbuildingandmanagement,domesticwell-knownC5/C9petroleumresincompaniessuchasZiboLuhua,DaqingHuakehaveestablishedagoodbrandimageintheheartsofcustomers,andgainedcertainbrandcompetitiveadvantagesinthecompetition.However,comparedwiththeinternationalpetrochemicalgiants,thesepetrochemicalcompaniesstillhaveacertaingapinbrandequityorbrandinfluence,andtheirbrandcompetitivenessisstillweak.Brandcompetitivenessisrelativetocompetitors,anditisarelativeconcept.Inordertoreflectthelevelofcompetitiveness,itmustbecomparedwithitscompetitors.Therefore,thisarticleappliestotheestablishmentbrandcompetitivenessevaluationindexsystemforNingboJHChemicalCompanyanditscompetitors.Theanalytichierarchyprocess(AHP)isusedtodeterminetheweightofeachevaluationindex,andtheevaluationindexwithlargerweightisobtained.Theindexesofmarketshareandbrandmanagementhavegreatinfluenceonbrandcompetitiveness.Usingtheevaluationmodel,theevaluationindexesofthebrandcompetitivenessofthreepetrochemicalenterpriseswerescored,andtheirperformanceineachevaluationindexwascomparedandanalyzed.TheresultsshowthatNingboJHChemicalCompanyhascertainadvantagesinproductionandsalesrate,industrialchainmanagement,marketingteamlevel,brandchannelmanagement,managementlevel,andtherearestillgapsinleadingproductquantity,enterpriseculture,R&Dcapacity,patentquantity.Finally,aimingatthegapofNingboJHChemicalCompany,thispaperputsforwardtarget...