Development and Test of the Evaluation Scale of Foreign Trade Enterprises’ Core Brand Competitiveness

DOI

10.2991/icpel-18.2018.35How to use a DOI?

Keywords

foreign trade enterprise, core brand competitiveness, scale development, scale test

Abstract

The development and transformation of China's foreign trade enterprises are facing many uncertainties for several years. It is necessary for the transformation and upgrading of China's foreign trade enterprises to improve the core brand competitiveness. How to measure the core brand competitiveness has been the focus of academic attention. On the basis of the literature analysis, we developed the evaluation index system of the core brand competitiveness of foreign trade enterprises by analytic hierarchy process, including the measure of consumer brand attitude, marketing ability, research and development ability, management ability, financing ability, production capacity and staff ability. This study had enriched the relevant research on the core brand competitiveness and provided practical guidance on how to improve the core brand competitiveness in foreign trade enterprises.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jie Liu
AU  - Kang Jin
PY  - 2018/10
DA  - 2018/10
TI  - Development and Test of the Evaluation Scale of Foreign Trade Enterprises’ Core Brand Competitiveness
BT  - Proceedings of the 2018 3rd International Conference on Politics, Economics and Law (ICPEL 2018)
PB  - Atlantis Press
SP  - 147
EP  - 154
SN  - 2352-5398
UR  - https://doi.org/10.2991/icpel-18.2018.35
DO  - 10.2991/icpel-18.2018.35
ID  - Liu2018/10
ER  -