利用品牌战略提升中国产品国际竞争力研究

发布时间：2018-02-12 22:09

本文关键词： 产品竞争力品牌缺失品牌战略　出处：《河北经贸大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着经济全球化的不断发展，各国产品所面临的竞争不只是来自国内，而是来自世界各地，我国企业面对更加激烈的挑战和残酷的竞争。由于对外资的全面开放，，很多国际知名品牌已经在中国市场完成了战略布局，可以说，中国各行业的企业正处在一个非常关键的时期。经过三十多年的改革开放，中国的很多企业在激烈竞争的市场中磨砺，并且取得了一定的竞争优势，中国已被称为“世界工厂”，但是许多中国企业从事的是价值链中赚取利润最少的制造业。虽然中国已成为了世界第二大经济体，但是中国企业只是做大而没有做强，中国产品的国际竞争力，经济的国际竞争力依然处于弱势。对于无论是在国内市场发展的企业，还是准备进军国际市场的企业，走品牌之路无疑是一个最好的选择。此时，将“中国制造”变为“中国创造”，培育我们自己的知名品牌，不仅可以增强产品及企业的竞争力，更可以在增强国家国际竞争力方面起到关键作用。论文在综合阐述了产品竞争力的内涵及构成要素的基础上，介绍了中国产品国际竞争力的现状，并且分析了中国产品缺乏竞争力的主要原因是品牌的缺失。之后以比较优势陷阱与微笑曲线理论为基础，结合苹果成功的品牌战略案例分析了品牌对产品竞争力的影响。正是由于品牌对于提升产品竞争力的这种重要性，本文描述了中国品牌发展的现状，结合部分品牌失败的案例总结了中国品牌发展存在的问题，并分析了当前我国品牌发展弱势的主要原因。最后，针对中国产品缺乏品牌竞争力的问题，借鉴苹果公司成功的品牌战略，分别从微观及宏观两方面提出了建议。微观方面的品牌战略措施，由企业自身从品牌意识，品牌定位，品牌管理等方面作出努力；宏观方面由政府完善法律体系和改善培育机制来营造良好的品牌战略环境。
[Abstract]:With the continuous development of economic globalization, the competition of the products of various countries is not only coming from home, but also from all over the world. Our enterprises are facing more fierce challenges and cruel competition. Many international famous brands have completed the strategic layout in the Chinese market, it can be said that Chinese enterprises in various industries are in a very critical period. After more than 30 years of reform and opening up, many enterprises in China honed in the fierce competition market, and obtained a certain competitive advantage. China has become known as a "world factory," but many Chinese companies are in the manufacturing sector that makes the least profit in the value chain. Although China has become the world's second-largest economy, Chinese companies are only getting bigger rather than stronger. The international competitiveness of Chinese products and the international competitiveness of the economy are still in a weak position. For enterprises developing in the domestic market or preparing to enter the international market, it is undoubtedly the best choice to take the road of brand name. At this time, Changing "made in China" into "made in China" and cultivating our own well-known brand can not only enhance the competitiveness of products and enterprises, but also play a key role in strengthening the national international competitiveness. On the basis of synthetically expounding the connotation and elements of product competitiveness, the paper introduces the current situation of international competitiveness of Chinese products. The main reason for the lack of competitiveness of Chinese products is the lack of brand, and then based on the theory of comparative advantage trap and smile curve, Combined with Apple's successful brand strategy case, this paper analyzes the impact of brand on product competitiveness. Because of the importance of brand to enhance product competitiveness, this paper describes the current situation of brand development in China. Combined with some cases of brand failure, this paper summarizes the problems existing in the development of Chinese brands, and analyzes the main reasons for the weakness of the development of Chinese brands. Finally, aiming at the lack of brand competitiveness of Chinese products, this paper draws lessons from Apple's successful brand strategy, and puts forward some suggestions from micro and macro aspects. The government should improve the legal system and the cultivation mechanism to create a good brand strategic environment.
【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F752;F273.2

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