Dissertation Submitted to
Hebei GEO University
for
The Master Degree of
Business Administration
Research on the evaluation of brand competitiveness of JLB
by
Zheng Lei
Supervisor:Prof. Junling Wang
Associate Supervisor：Canqiang Chen
December 2021

摘
要
经过改革开放多年的发展，不同行业都经历了长久的发展。面对不断涌现的竞争
对手，如何提升自身的竞争力是企业需要思考的问题，乳制品也如此。我国乳制品行
业逐渐形成几大品牌占据主要市场份额的局面，国外众多乳制品品牌的进入，市场竞
争愈发激烈。为了能够获得更多的市场份额，就必须从品牌入手，强化品牌竞争力。
在本文的研究中，以 JLB乳制品公司为研究对象，基于对中国和河北地区乳制品
发展现状的分析，进一步的了解 JLB的品牌现状。运用德尔菲法与层次分析法，建立
相应评价指标体系，将JLB乳制品公司的品牌竞争力分为产品竞争力、市场竞争力、
资源竞争力、消费者支持力四个不同一级指标，并将一级指标细化，进而通过产品质
量、产品价格、产品效用、产品包装、市场份额、营收增速、利润增速、政府扶持政
策、奶源、生产工艺、相关协会支持、消费者品牌认知度、消费者品牌美誉度、消费
者品牌忠诚度、消费者品牌的联想等不同二级指标评价。结合评价指标体系评价结果，
分析JLB品牌竞争力存在的不足，针对性的提出改善，结合技术创新、食品安全、品
牌定位、推广以及提升JLB乳制品公司的品牌延展等方面进行优化与改善。本文结合
目前乳制品行业激烈竞争，对于JLB乳制品公司的品牌竞争力进行评价，相关方法能
够给予众多行业内企业以参考，帮助相关人员结合自身企业特点展开品牌竞争力评
价，从而能够通过问题的改善，进一步提升企业的品牌竞争力，为品牌的发展提供长
久的动力。
关键词：JLB；品牌竞争力；层次分析法
I

ABSTRACT
After years of development of reform and opening up, different industries have
experienced long-term development. In the face of constantly emerging competitors, how
to improve their competitiveness is a question that companies need to think about, and the
same is true for dairy products. my country's dairy product industry has gradually formed a
situation where several major brands occupy major market shares. With the entry of many
foreign dairy product brands, market competition has become increasingly fierce. In order
to gain more market share, it is necessary to start with the brand and strengthen brand
competitiveness.
In the research of this thesis, taking JLB Dairy Products Company as the research
object, based on the analysis of the development status of dairy products in China and
Hebei, we can further understand the status quo of JLB brand. Using the Delphi method
and analytic hierarchy process, establish a corresponding evaluation index system, and
divide the brand competitiveness of JLB dairy products company into four different
first-level indicators: product competitiveness, market competitiveness, resource
competitiveness, and consumer support. Refine the first-level indicators, and then through
product quality, product price, product utility, product packaging, market share, revenue
growth, profit growth, government support policies, milk source, production technology,
support from related associations, and consumer brands Evaluation of different secondary
indicators such as recognition, consumer brand reputation, consumer brand loyalty, and
consumer brand association. Combining the evaluation results of the evaluation index
system, analyze the shortcomings of JLB brand competitiveness, propose improvements,
and optimize and improve the technology innovation, food safety, brand positioning,
promotion, and promotion of the brand extension of JLB Dairy Products. Based on the
current fierce competition in the dairy industry, this thesis evaluates the brand
competitiveness of JLB dairy companies. The relevant methods can give reference to many
companies in the industry, and help relevant personnel to carry out brand competitiveness
evaluation based on their own corporate characteristics, so that they can pass the problem
Improve, further enhance the brand competitiveness of the company, and provide long-term
impetus for the development of the brand.
Keywords: JLB; brand competitiveness; analytic hierarchy process
II
。。。以下略