中国出口企业品牌战略初探

发布时间：2018-10-15 13:41

【摘要】： 开放和竞争的世界,从一定意义上说就是品牌的世界。在竞争日趋激烈的市场上,品牌可谓是市场的灵魂。产品的竞争力、企业的竞争力最终体现在品牌的竞争力上。国际市场竞争已经跨越了产品竞争阶段,进入了品牌竞争时代。一个国家是否拥有国际驰名品牌,拥有多少国际驰名品牌,已成为该国经济实力和国际竞争力的象征。我国出口企业要在国际竞争中立于不败之地,必须适应品牌竞争时代的要求,重视并实行品牌战略。本文从对我国出口企业品牌在全球的地位和我国出口企业面临的困境的研究出发,提出了论文选题的动机。结合品牌、品牌战略的定义和特征,对中国出口企业品牌的现状进行了分析,对中国出口企业品牌战略的困境进行了分析,从而引出中国出口企业品牌战略急需解决的关键问题。第三章探讨如何解决这些问题:第一节探讨了哪些出口企业适合实行品牌战略,第二节探讨了如何规划并逐步实施品牌战略,第三节通过对国内企业品牌扩张的典型模式的分析探讨了中国出口企业品牌扩张模式的选择和调整,第四节探讨了我国政府在出口品牌建设中的作用。第四章通过一个中小出口企业实行品牌战略的具体例子探讨了品牌战略的运用及其启发意义。最后第五章阐述了本文研究的主要结论和不足。
[Abstract]:The open and competitive world, in a sense, is the world of brands. In the increasingly competitive market, brand is the soul of the market. The competitiveness of products, the competitiveness of enterprises is ultimately reflected in the competitiveness of the brand. International market competition has crossed the stage of product competition and entered the era of brand competition. Whether a country has an international famous brand or not and how many international famous brands it has become a symbol of its economic strength and international competitiveness. In order to be invincible in the international competition, our export enterprises must adapt to the requirements of the era of brand competition, attach importance to and implement the brand strategy. Based on the study of the global status of Chinese export enterprises and the difficulties faced by Chinese export enterprises, this paper puts forward the motive of selecting the topic of this paper. Combined with the definition and characteristics of brand and brand strategy, this paper analyzes the current situation of Chinese export enterprise brand, and analyzes the plight of Chinese export enterprise brand strategy. Thus leads to the Chinese export enterprise brand strategy urgently needs to solve the key problems. The third chapter discusses how to solve these problems: section one discusses which export enterprises are suitable for brand strategy, and section II discusses how to plan and implement brand strategy step by step. The third section discusses the choice and adjustment of Chinese export enterprise brand expansion model through the analysis of the typical model of domestic enterprise brand expansion. The fourth section discusses the role of Chinese government in export brand construction. Chapter four discusses the application of brand strategy and its enlightening significance through a concrete example of brand strategy implemented by small and medium-sized export enterprises. Finally, the fifth chapter describes the main conclusions and shortcomings of this study.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F752.62

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