当前，在全球化经济环境中，品牌已经成为评测企业市场竞争优势的主要指 标，品牌竞争力已经成为企业发展中最受关注内容之一。在市场竞争瞬息万变的 年代，如何抓住品牌竞争地位，借助品牌效应获取客户与利润，已经成为现代科 技型公司战略布局的选择。在此背景下，论文以品牌竞争力的相关理论为基础， 结合我国电子产品市场竞争的特点，在讨论分析品牌竞争力影响因子基础上，确 定了品牌基础支撑力、品牌策划运作力、品牌塑造拓展力、品牌客户支持力和品 牌危机处理与保护等五个方面，为企业品牌竞争力评价的核心要素，并借此构建 了一套符合鼠标键盘企业经营特点的品牌竞争力“五维”评价模型，借助该评价 模型，完成了雷柏公司与A公司、B公司品牌竞争能力的比较。 研究发现，雷柏公司、标杆企业甲公司与标杆企业乙公司品牌竞争力得分分 别为：80.8637分、89.1049分和86.5307分，评价得分均在80分以上，说明三 家公司品牌竞争力在行业内均处于较强队列。但是，进一步比较发现，雷柏公司 与标杆企业甲和标杆企业乙公司相比，在品牌竞争力的评价上处于较为显著的劣 势地位。具体体现为，在5项一级评价指标中，雷柏公司在品牌基础支撑力、品 牌策划运作力、品牌客户支持力、品牌危机处理与保护等四项指标中，均稍劣于 标杆企业；在11项二级评价指标中，雷柏公司存在10项指标的得分低于标杆企 业。这就说明，雷柏公司在品牌竞争的管理与培育方面，需要更多借鉴标杆企业 的成功经验，规划并实施一系列的品牌竞争力提升措施。以此评价结果为基础， 提出提升雷柏公司品牌竞争力的多项措施，包括：①提高产品研发投入，强化产 品研发创新对品牌竞争力的支撑；②建立雷柏公司品牌建设委员会，强化品牌策 划管理；③借助品牌定位的优化提升产品市场渗透能力；④借助核心技术塑造其 品牌个性；⑤建立客户管理与跟踪体系，强化品牌推广，提升品牌市场覆盖率； ⑥建立雷柏公司产品与服务监督管控体系，借助质量管控提升品牌市场美誉度与 品牌忠诚度；⑦建立品牌危机预警与系列品牌保护体系，坚决杜绝品牌仿冒造假 产品进入市场，强化品牌危机管理与权益保护。 总之，对于雷柏公司而言，借助品牌基础支撑力、品牌策划运作力、品牌塑 造拓展力、品牌客户支持力和品牌危机处理与保护等五个方面能力的评测分析与 提升对策的实施，可以极大提升雷柏公司品牌在中国市场的竞争力，提升品牌知 名度。本文的研究对雷柏公司的经营发展也具有重要的指导价值和意义。 关键字：品牌竞争力，品牌危机，品牌价值，评价体系 II Abstract Nowadays, in the globalized economic environment, brands has become the main index to evaluate the market competitive advantage of enterprises, and brand competitiveness has become one of the most concerned contents for the enterprises development. In the era of rapidly developing market situation, how to place the brand competitive position to convince customers and make profits by virtue of brand effect, has become the consideration of strategic layout of modern technology companies. In such environment, it is great significant and worthy for Rapoo company to build up good brand image and enhance its brand influence and competitiveness. Aganist this background, this article on the basis of relevant theories of brand competitiveness, combining with the characteristics of electronic products market competition in China as well as the impact factor on the basis of analysis of brand competitiveness, to decide the brand foundation support, brand planning, brand building development forces, customer support and brand crisis management & protection five aspects as the core elements of enterprise competitiveness evaluation. Also to build up a set of proper evaluation model conform to the characteristics of the enterprise management "five dimensions" brand competitiveness, with this evaluation model, eventually to complete the rapoo company brand competition ability compared with company A and B. The study found that the brand competitiveness scores of Rapoo company, benchmarking with company A and B were 80.8637, 89.1049 and 86.5307, respectively. The average scores is all above 80, telling us that the brand competitiveness of the three companies stands strong queue in the industry. However, the further comparison shows that Rapoo company obviously falls behind in the evaluation of brand competitiveness compared with benchmarking company A and B. Specifically speaking, among the five first-level evaluation indexes, Rapoo company is slightly inferior to benchmark enterprises in four indexes, such as brand foundation support, brand planning, brand customer support, brand crisis management & protection. While among the 11 second-level evaluation indexes, Rapoo company has 10 indexes with scores lower than benchmark enterprises. It tells us that Rapoo company needs to learn more from the successful experience of benchmark enterprises, making plan and implement a series of measures to improve brand competitiveness in the management and cultivation of brand competition, including ①Investing more for R&D,enhance the innovation to improve the competitive power. III ②Set up the committee of brand building to improve the brand planning management. ③Optimizing of brand position in order to enter the market more easily ④ Building up good brand feature with core technology.⑤Establishing the customer management & tracking system, enhance the marketing and make more market share.⑥ Establishing the management system for product & service,in order to show good brand image and get the stable loyalty.⑦Establishing the early warning & protection mechanism, avoiding the fake come to the market,enchance to protect the user and crisis management. In a word, for rapoo company, starting from the ability evaluation analysis and the promotion of the implementation of countermeasures, with the aid of brand foundation support, brand planning, brand building development forces, customer support and brand crisis management and protection of five aspects,these can greatly help rapoo company a lot in the Chinese market for competitiveness,brand building and brand awareness.This article is good reference for company’s development.