中国品牌演进阶段的划分及其公共政策启示

发布时间：2018-04-20 11:28

本文选题：中国品牌演进阶段 + 自主品牌　；参考：《中山大学学报(社会科学版)》2015年04期

【摘要】：中国虽有悠久的商业历史,但中国品牌演进的史料残缺不全,有关中国品牌演进阶段划分的文献相当稀缺。将中国品牌演进分为四个阶段:中国封建社会(农业和手工业主导)的品牌雏形期;中国近现代品牌的发展与起伏;新中国计划经济主导下的品牌淡漠与倒退期;改革开放之后的品牌觉醒、复兴与发展。然后探讨了中国品牌演进对政府宏观战略的借鉴意义,包括:政府需要推动外向型的自主品牌国际营销战略;通过健全立法,保护中国企业家对品牌产权的世代延续,为长期投资品牌营造社会环境;实施国家品牌战略,塑造国家形象,提升中国"软实力"。从而弥补中国品牌演进阶段划分的空白;提出的通过政府主动的国家品牌战略,消除中国负面刻板形象、扭转"中国折扣"历史负资产、提升中国对世界的引领性和影响力,具有重大战略意义和理论价值。
[Abstract]:Although China has a long commercial history, the historical materials of Chinese brand evolution are incomplete, and the literature on the classification of Chinese brand evolution stages is rather scarce. The evolution of Chinese brands is divided into four stages: the rudimentary period of Chinese feudal society (agriculture and handicraft industry), the development and fluctuation of modern Chinese brands, the indifferent and retrogressive period of brand under the new China's planned economy; Brand awakening, rejuvenation and development after reform and opening up. Then it discusses the significance of Chinese brand evolution to the government's macro strategy, including: the government needs to promote the extroverted international marketing strategy of independent brand; Build social environment for long-term investment brand, carry out national brand strategy, mold national image, promote "soft power" of China. In order to make up the gap in the division of China's brand evolution stage, and put forward the national brand strategy initiated by the government to eliminate the negative stereotype of China, reverse the historical negative equity of "China discount", and enhance China's leadership and influence over the world. It has great strategic significance and theoretical value.
【作者单位】：中山大学管理学院;
【基金】：国家自然科学基金项目“品牌原产国刻板印象反转机制研究”(71172164)
【分类号】：F273.2

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