CONSTRUCTION OF A MATURE CIGARETTE BRAND COMPETITIVENESS EVALUATION SYSTEM BASED ON ENTROPY METHOD
Author:
Qu Chen, Yongjun Liu
This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited
In recent years, the tobacco industry has accelerated the development strategy of “big brand, big market and big enterprise”, and the competitive landscape of cigarette brands has been taken shape. Based on the brand management goal of tobacco commercial enterprises and a review of existing research, this paper explores the evaluation model of brand competitiveness used entropy method. The research results show that the competitiveness of mature brands includes three aspects: development potential, market ability and basic ability, among which indicators such as market share and price index have the greatest influence on brand competitiveness.
| Pages | 38-41 |
| Year | 2024 |
| Issue | 1 |
| Volume | 3 |
