Development and Test of the Evaluation Scale of Foreign Trade Enterprises’ Core Brand Competitiveness
Jie Liu, Kang Jin
Available Online October 2018.
- https://doi.org/10.2991/icpel-18.2018.35How to use a DOI?
- foreign trade enterprise, core brand competitiveness, scale development, scale test
- 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.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
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 - 2018 3rd International Conference on Politics, Economics and Law (ICPEL 2018) PB - Atlantis Press SN - 2352-5398 UR - https://doi.org/10.2991/icpel-18.2018.35 DO - https://doi.org/10.2991/icpel-18.2018.35 ID - Liu2018/10 ER -