内蒙古羊绒制品自主品牌建设研究
发布时间：2018-11-26 19:29
【摘要】： 内蒙古羊绒制品出口数量只是一种低水平数量型增长,并没有质的飞跃。在国际市场上卖价高的是发达国家老品牌企业的高精尖产品,同类产品中我国羊绒衫的价格也远远低于国外。出现这种情况的首要原因是我国羊绒制品缺乏自主品牌。尽管目前国际市场上的羊绒衫有四分之三是我国产品,但是真正挂我国品牌的不到20%。内蒙古有得天独厚的资源优势、产品优势,但却没有品牌优势,在国外注册的商标和申请专利的技术太少,大多数企业还没有真正学会在国际市场上营销无形资本、保护自主知识产权,只是依靠廉价的劳动力和优势资本赚取微薄的外汇,已经将利润水平压到最低。因此,内蒙古羊绒制品出口必须拥有自己的自主品牌,提高羊绒制品出口效益,促进出口贸易的可持续发展。研究创建羊绒制品自主品牌对内蒙古羊绒制品出口贸易的可持续发展具有重要的现实意义,也具有重要的理论意义。 为了促进内蒙古羊绒业健康有序地发展,建立拥有自主知识产权的自主品牌,增加自主品牌出口,本文首先审慎地辨析内蒙古羊绒制品出口的现状和存在的问题,分析其原因所在,并以羊绒业龙头企业鄂尔多斯集团为例,用实证研究方法寻找出影响自主品牌决策的因素,提出切实可行的创建自主品牌的方略。
[Abstract]:Inner Mongolia cashmere export quantity is only a low-level quantitative growth, and there is no qualitative leap. The high selling price in the international market is the sophisticated products of the old brand enterprises in developed countries, and the price of our cashmere sweaters in the similar products is far lower than that in foreign countries. The first reason for this is the lack of independent brands of cashmere products in China. Although 3/4 of the cashmere sweaters on the international market are made in China, there are less than 20 brands in China. Inner Mongolia has unique resource advantages, product advantages, but no brand advantages. There are too few trademarks and patent applications abroad. Most enterprises have not really learned to market intangible capital in the international market. Protecting its own intellectual property rights, which relies on cheap labour and superior capital to earn a meagre foreign exchange, has kept profits to a minimum. Therefore, the export of cashmere products in Inner Mongolia must have its own independent brand, improve the export benefit of cashmere products and promote the sustainable development of export trade. It is of great practical and theoretical significance to study the establishment of independent brand of cashmere products for the sustainable development of export trade of cashmere products in Inner Mongolia. In order to promote the healthy and orderly development of the cashmere industry in Inner Mongolia, to establish independent brands with independent intellectual property rights and to increase the export of independent brands, this paper first carefully analyzes the present situation and existing problems of the export of cashmere products in Inner Mongolia. This paper analyzes the reasons, and takes Erdos Group, a leading enterprise in cashmere industry, as an example to find out the factors that influence the decision of independent brand by using the empirical research method, and puts forward a feasible strategy for establishing independent brand.
【学位授予单位】：内蒙古农业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.8;F273.2;F224
本文编号：2359417
[Abstract]:Inner Mongolia cashmere export quantity is only a low-level quantitative growth, and there is no qualitative leap. The high selling price in the international market is the sophisticated products of the old brand enterprises in developed countries, and the price of our cashmere sweaters in the similar products is far lower than that in foreign countries. The first reason for this is the lack of independent brands of cashmere products in China. Although 3/4 of the cashmere sweaters on the international market are made in China, there are less than 20 brands in China. Inner Mongolia has unique resource advantages, product advantages, but no brand advantages. There are too few trademarks and patent applications abroad. Most enterprises have not really learned to market intangible capital in the international market. Protecting its own intellectual property rights, which relies on cheap labour and superior capital to earn a meagre foreign exchange, has kept profits to a minimum. Therefore, the export of cashmere products in Inner Mongolia must have its own independent brand, improve the export benefit of cashmere products and promote the sustainable development of export trade. It is of great practical and theoretical significance to study the establishment of independent brand of cashmere products for the sustainable development of export trade of cashmere products in Inner Mongolia. In order to promote the healthy and orderly development of the cashmere industry in Inner Mongolia, to establish independent brands with independent intellectual property rights and to increase the export of independent brands, this paper first carefully analyzes the present situation and existing problems of the export of cashmere products in Inner Mongolia. This paper analyzes the reasons, and takes Erdos Group, a leading enterprise in cashmere industry, as an example to find out the factors that influence the decision of independent brand by using the empirical research method, and puts forward a feasible strategy for establishing independent brand.
【学位授予单位】：内蒙古农业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.8;F273.2;F224
【引证文献】
相关硕士学位论文 前2条
1 周国辉;广州加工贸易企业创建自主品牌的动因及引导机制研究[D];广东商学院;2010年
2 肖蓉;中国羊绒业对外贸易可持续发展战略研究[D];西南财经大学;2010年
，本文编号：2359417
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