重塑品牌价值链:提升我国高端品牌竞争力的途径探讨

发布时间：2019-05-17 17:19

【摘要】：目前,中国消费者已成为全球第一大高端品牌消费群体,但我国有竞争力的高端品牌却寥寥无几,本土消费者高端品牌的购买主要是在国外市场实现的。面对国外高端品牌的竞争压力,不断提升本土高端消费品产业竞争力,有效满足国内外市场对高端品牌的需求,就显得非常必要而迫切。国际知名高端品牌之所以受到众多消费者的认可或追捧,是因为这些品牌成功打造了顾客导向的品牌价值链,进而提升了品牌的忠诚度和竞争力。本研究借鉴国外知名高端品牌价值链构建成功经验,立足中国高端品牌现状,从企业和产业发展两个视角,探讨重塑本土高端品牌价值链的基本思路和对策。
[Abstract]:At present, Chinese consumers have become the largest high-end brand consumer group in the world, but there are few competitive high-end brands in China. The purchase of high-end brands of local consumers is mainly realized in foreign markets. In the face of the competitive pressure of foreign high-end brands, it is very necessary and urgent to continuously enhance the competitiveness of the local high-end consumer goods industry and effectively meet the demand for high-end brands in the domestic and foreign markets. The reason why the internationally famous high-end brands are recognized or sought after by many consumers is that these brands have successfully built a customer-oriented brand value chain, thus enhancing the loyalty and competitiveness of the brand. This study draws lessons from the successful experience of foreign famous high-end brand value chain construction, based on the current situation of high-end brand in China, from the perspective of enterprise and industrial development, discusses the basic ideas and countermeasures of reshaping the local high-end brand value chain.
【作者单位】：广州大学工商管理学院;
【分类号】：F273.2

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