新疆外贸企业的品牌战略研究

发布时间：2018-04-30 06:56

本文选题：新疆 + 外贸企业　；参考：《新疆财经大学》2008年硕士论文

【摘要】： 在市场竞争日益激烈的今天,品牌不仅是商品的标志和名称,而且是企业商品或服务的市场信誉、市场占有率和市场竞争力的集中体现。品牌是企业重要的无形资产,有产权价值,它可以使产品增值,是企业争夺和占领市场的非价格手段之一。它不仅仅引导消费者购买,提高市场占有率,还有利于新产品进入市场,受法律保护的商标,还可遏制不法竞争者。品牌的多寡与价值的大小,充分反映了一个国家、一个企业的综合实力。因此,争创品牌,对开拓和占领国内外市场,提高企业经济效益是行之有效的方法。现代市场经济是品牌竞争的时代,品牌战略已成为社会各界普遍关注的一个焦点,外贸企业如何成功的实施品牌战略,打造出口名牌产品,就具有重要的现实意义。新疆大量的外贸企业缺乏出口品牌战略规划,对品牌的认识主要倾向于在国内注册商标品牌,而打造出口品牌的意识不强,仍停留在贴牌或者无牌状态。这就极大地影响了新疆外贸企业的出口创汇能力和国际竞争力。因此,新疆外贸企业如何实施品牌战略,打造出口知名品牌就成了当务之急。本文的研究思路为以品牌战略相关理论为指导,从新疆外贸企业实施品牌战略的必要性和现实意义入手,通过对新疆外贸企业品牌建设的现状分析,说明其中存在的问题以及问题的成因,结合新疆外贸企业实施品牌战略的现实条件,具体分析新疆外贸企业实施品牌战略的可行性,从而提出了新疆外贸企业实施品牌战略的思路,从品牌的创建、品牌的宣传、品牌的维护和品牌的持续发展四个方面结合新疆外贸企业的情况提出具体措施,同时,对新疆地方政府推进外贸企业实施品牌战略的措施提出一些建议。
[Abstract]:In today's increasingly fierce market competition, brand is not only the symbol and name of goods, but also the market reputation, market share and market competitiveness of enterprises. Brand is an important intangible asset with property right value. It can add value to the product and is one of the non-price means for enterprises to compete and occupy the market. It not only leads consumers to buy, increases market share, but also helps new products enter the market. The number and value of brands fully reflect the comprehensive strength of a country and an enterprise. Therefore, it is an effective method to open up and occupy domestic and foreign markets and to improve the economic efficiency of enterprises. Modern market economy is the era of brand competition, brand strategy has become a focus of attention from all walks of life. How to successfully implement brand strategy and build export brand products for foreign trade enterprises has important practical significance. A large number of foreign trade enterprises in Xinjiang lack the strategic plan of export brand, and their understanding of brand mainly tends to be registered trademark brand in China, but the consciousness of creating export brand is not strong, and they still stay in the state of sticker or unlicensed. This has greatly affected the export foreign exchange earning ability and international competitiveness of Xinjiang foreign trade enterprises. Therefore, Xinjiang foreign trade enterprises how to implement brand strategy, to create famous export brand has become a top priority. Under the guidance of the theory of brand strategy, this paper starts with the necessity and practical significance of the implementation of brand strategy for foreign trade enterprises in Xinjiang, and analyzes the current situation of brand construction in foreign trade enterprises in Xinjiang. Explain the existing problems and the causes of the problems, combined with the actual conditions for Xinjiang foreign trade enterprises to implement brand strategy, analyze the feasibility of Xinjiang foreign trade enterprises to implement brand strategy, This paper puts forward the thinking of implementing brand strategy for foreign trade enterprises in Xinjiang, and puts forward concrete measures from four aspects of brand establishment, brand propaganda, brand maintenance and brand sustainable development, combining with the situation of Xinjiang foreign trade enterprises, at the same time, Put forward some suggestions to the local government of Xinjiang to promote the implementation of brand strategy for foreign trade enterprises.
【学位授予单位】：新疆财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F752

【引证文献】