Empirical Research on the Factors Affecting of Enterprise's Brand Competitiveness Based on the Consumer's Point of View

Brand competitiveness is a basis for long-term survival of an enterprise. It can bring long-term interests for enterprise. The academic research on brand competitiveness mainly focuses on the concept of brand competitiveness, the formation mechanism and evaluation indicators, and these are all achieved some results. On the basis of previous studies, from the view of a consumer, authors try to analyze the factors which affecting the brand competitiveness and to propose the dominant factors which affecting the competitiveness of the brand. In an attempt to improve the practical significance of research on factors affecting brand competitiveness, and to rich the relative research on factors affecting the competitiveness of brand.