中国出口产品创造性品牌策略

发布时间：2018-04-28 14:56

本文选题：外贸企业 + 品牌战略　；参考：《天津财经大学》2009年硕士论文

【摘要】： 自改革开放以来,作为拉动国民经济发展的“三驾马车”之一,对外贸易继续保持远高于GDP的增长速度,为我国国民经济的高速前进立下了汗马功劳。对于中国外贸企业来说,廉价的劳动力和所谓丰富的资源,一直是其所依赖的竞争优势。但是,在原材料、能源价格不断上涨,劳动力成本提升的今天,这种竞争优势正逐渐被跨国公司的品牌优势所掩盖。品牌是使某种产品和服务能够区别于其它产品和服务的名称、标记和其他可展示的标记。这些名称和标记可以使产品以较高的价格销售,可以吸引更多的顾客购买、使用,保持较高的市场占有率,减少企业的流动资金和流通资本。对于中国企业来说,机遇与挑战并存。中国加入世贸组织,为世界知名企业进入中国市场提供了平台,同时,也为我国企业进入国际市场铺平了道路,为企业的国际化经营提供了更多的有利条件。要想在激烈的竞争中立于不败之地,品牌战略势在必行。然而,由于我国外贸企业长期依赖“贴牌生产”,往往满足于来样加工、定牌生产,在产品品质方面更是重量不重质,品牌意识比较淡薄,很难最大限度地实施品牌经营,发挥出品牌优势。 21世纪,市场竞争日趋激烈,越来越多的企业认识到品牌是竞争制胜的法宝,是推动企业价值发展的重要动力。改革开放以来,我国品牌经营发展惊人,对品牌的认识也发生了深层次的改变。与其他企业相比,外贸企业品牌战略的制定既要求企业拥有自己的生产产品,要从产品品牌设计、工艺品质、生产包装上拥有控制权,又要求企业对国际市场具备一定的开发能力,能够了解国际市场需求,有进入市场的渠道和营销手段。当今企业的竞争不仅是质量、成本、人才的竞争,更是品牌及其知名度的竞争。谁赢得了品牌,谁就赢得了市场;谁赢得了市场,谁就能赢得胜利。经济的全球化促使世界各国企业都在创建自己的品牌。一般来说,跨国公司几乎都拥有自己的知名商标,在培育自主品牌时往往不遗余力,投入了巨额资金和大量智力成果,凝结着企业的全部智慧结晶。在经营策略上,跨国公司通过商标战略来占领市场的制高点,扩大自己的行业领先优势。跨国公司在全球市场的激烈竞争,已经使其形成了从品牌设计、品牌选择、品牌注册,到品牌经营、品牌管理和品牌保护等一整套成熟的品牌战略运营体系。因此,实施品牌战略对我国外贸出口乃至企业的生存与发展有着重要的现实意义:首先,品牌战略有助于中国企业开拓国际市场,提升企业在国际市场中的竞争力,从而推动我国企业健康地发展;第二,可以有效地避免多年来我国企业因靠低价维持出口增长而饱受反倾销措施和其他贸易保护主义的困扰;第三,品牌战略还可以提高出口效益,促进我国外贸增长方式由粗放型向集约型转变,有助于在国际市场中打造集体的形象,改变出口企业分散的经营格局,从而提高中国产品的整体核心竞争力;最后,可以提高企业的品牌竞争力,培育品牌的国际化能力。因此,本文将从我国对外出口贸易中品牌战略的现状及存在的问题出发,以品牌价值特征要素为理论分析工具,根据品牌战略制定的逻辑框架,按照品牌诊断、品牌战略设计和品牌战略实施的逻辑顺序,对我国外贸出口品牌战略进行系统全面的研究。本文不仅会对外贸企业经营品牌战略的环境进行考察,而且会从企业整体层面提出品牌整体规划策略,并应用理论研究成果,对国外知名品牌经营状况进行实证研究,进而提出改进对策,以求不断提高我国外贸企业的品牌经营水平,从而促进我国对外贸易的健康持续发展。
[Abstract]:Since the reform and opening up, as one of the "three carriages" to drive the development of the national economy, foreign trade continues to be far higher than the growth rate of GDP, which has made great efforts for the rapid progress of our national economy. For Chinese foreign trade enterprises, cheap labor and rich resources have always been the competitive advantages of the Chinese foreign trade enterprises. But, as raw materials, energy prices are rising, and labor costs are rising, this competitive advantage is gradually masked by the brand advantage of MNCs. The brand is the name, mark, and other visible markup that distinguishes a product and service from other products and services. Higher price sales can attract more customers to buy, use, maintain high market share, reduce the liquidity and circulation of enterprises. For Chinese enterprises, opportunities and challenges coexist. China's accession to the WTO provides a platform for the world's well-known enterprises to enter the Chinese market, and also for Chinese enterprises to enter the country. The international market has paved the way, providing more favorable conditions for the enterprise's international operation. In order to stand in an invincible position in the fierce competition, brand strategy is imperative. However, because our foreign trade enterprises rely on "OEM" for a long time, they are often satisfied with the processing, the production of the brand and the quality of the products is not heavy. Brand awareness is relatively weak, it is difficult to maximize the implementation of brand management, to play a brand advantage.
In twenty-first Century, the market competition is becoming more and more intense. More and more enterprises realize that brand is the magic weapon of winning the competition. It is an important driving force to promote the development of enterprise value. Since the reform and opening up, the development of brand management in our country has been astonishing, and the understanding of brand has also changed deeply. The enterprise has its own production product, it has the control right from the product brand design, the technological quality, the production package, and requires the enterprise to have the certain development ability to the international market, can understand the international market demand, has the channel and the marketing means to enter the market. The competition of the enterprise today is not only the quality, the cost, the talent competition, but also the competition. It is the competition of brand and its popularity. Whoever wins the brand wins the market; who wins the market, who wins the victory. The globalization of the economy has prompted the enterprises of all countries to create their own brands. Generally speaking, the multinational companies almost have their own well-known trademarks, and they often spare no effort to cultivate their own brand. With a huge amount of money and a large amount of intellectual achievements, the whole wisdom of the enterprise is crystallized. In the management strategy, the multinational corporations occupy the commanding point of the market through the trademark strategy, and expand their own industry leading advantages. The fierce competition of the multinational companies in the global market has made it form the brand design, brand selection, brand registration, and product. Brand management, brand management and brand protection are a full set of mature brand strategic operating systems. Therefore, the implementation of brand strategy has important practical significance for the survival and development of our foreign trade and enterprises. First, brand strategy helps Chinese enterprises to open up the international market and enhance the competitiveness of enterprises in the international market, thus promoting the competitiveness of enterprises in the international market. China's enterprises are developing healthily; second, we can effectively avoid the problems that have been plagued by anti dumping measures and other trade protectionism in our enterprises for years to maintain export growth by low price. Third, the brand strategy can also improve the export efficiency, promote the transformation of China's foreign trade growth formula from extensive to intensive, and help in the international market. In the market, the collective image of the market will be created to change the decentralized management pattern of the export enterprises, thus improving the overall core competitiveness of the Chinese products. Finally, it can improve the brand competitiveness of the enterprises and cultivate the internationalization ability of the brand. Therefore, this article will start from the current situation and existing problems of brand strategy in our foreign export trade with the brand price. The value characteristic element is the theoretical analysis tool, according to the logical framework of brand strategy, according to the logical sequence of brand diagnosis, brand strategy design and brand strategy implementation, this paper makes a systematic and comprehensive study on China's foreign trade export brand strategy. This article will not only inspect the environment of the business brand strategy of foreign trade enterprises, but also will be from the enterprise The overall planning strategy of the brand is put forward on the whole level of the industry, and the results of the theoretical research are applied to make an empirical study on the operating status of the famous foreign brands, and then the improvement measures are put forward in order to continuously improve the brand management level of our foreign trade enterprises so as to promote the sustained development of the health and health of our foreign trade.

【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F752.62

【参考文献】