品牌贸易在国际贸易中的地位及我国发展现状与政策研究

发布时间：2018-05-29 17:00

本文选题：品牌贸易 + 品牌优势　；参考：《山东大学》2016年硕士论文

【摘要】：国际贸易一直是我国经济发展的重要组成部分,二十一世纪以来,随着世界经济的快速发展,国际竞争也日益激烈。整个世界作为一个整体,其间分布着许多国家,每个国家的经济实力和参与国际分工的阶段都是不一样的,因此,国与国之间差距显著。自改革开放以来,国门打开,对外贸易迅速发展,尤其是沿海开放城市的发展。中国当前虽然成为世界贸易大国,但是由于出口产品附加值较低,形成了顺差在中国,利润在发达国家的贸易局面。这也使得提高我国企业品牌竞争力,大力发展品牌贸易,赚取更多品牌溢价,向外国输出更多民族品牌成为了我国对外贸易中亟待解决的问题。在这样的贸易背景之下,对于品牌贸易的研究显得尤为重要。所谓品牌贸易(Brand Trade),指的是企业利用自身的品牌优势(Brand Superiority)开展贸易活动的一种贸易形式。当一个企业拥有为消费者提供具有排他性选择理由的商品,使消费者不再有选择上的困难,从而极大的削弱其选择成本,使得目标顾客减少对产品本身的关注,仅从品牌的角度做出排他性的选择,这样的企业我们可以称之为具有品牌优势的企业。品牌贸易是建立在品牌优势的基础上的,即通过品牌建设将品牌塑造成为某一类商品的代表,从而极大降低目标顾客的选择成本(Choice Cost),使得他国的消费者毫不犹豫地进行选择和购买。当一个企业拥有品牌优势时,在其贸易活动中,目标顾客将会更加关注品牌所带来的情感利益,从而减少对商品本身物质利益的关注。在本文中,笔者对国内外学者关于品牌贸易的相关研究进行了综述,依据相关研究定义了品牌贸易并分析了品牌贸易在国际贸易中的地位。同时,利用时间序列的分析方法,对2005年至2014年我国入选世界品牌500强企业出口贸易额以及我国出口贸易总额的相关数据进行了整合分析,从而研究其规律并进行预测。通过构建ARIMA模型,预测了未来中国品牌贸易在对外贸易中可能达到的比重,得出了我国品牌贸易百分比极低且发展速度缓慢的结论。根据实证分析的结果,并结合对于我国品牌贸易发展现状的研究,笔者分析了我国企业在国际贸易中无法建立起品牌优势的原因以及品牌贸易的发展障碍,并提出了相关的对策和政策建议。
[Abstract]:International trade has been an important part of China's economic development. Since the 21 century, with the rapid development of the world economy, international competition has become increasingly fierce. As a whole, there are many countries in the whole world. The economic strength of each country and the stage of participating in the international division of labor are different, so the gap between countries is remarkable. Since the reform and opening up, foreign trade has developed rapidly, especially the development of coastal open cities. Although China has become a big trading country in the world at present, because of the low added value of export products, the surplus is in China and the profit is in the developed country. This also makes it an urgent problem to improve the competitiveness of Chinese enterprises, develop brand trade, earn more brand premium and export more national brands to foreign countries. In such a trade background, the research on brand trade is particularly important. Brand Trade Brand Trade refers to a form of trade in which companies use their brand advantages to carry out trade activities. When an enterprise owns a product that provides consumers with reasons for exclusive choice, it makes consumers no longer have choice difficulties, which greatly weakens their choice cost and causes the target customers to pay less attention to the product itself. Only from the perspective of the brand to make exclusive choice, such an enterprise can be called a brand advantage of the enterprise. Brand trade is built on the basis of brand advantages, that is, brand building through brand building will become the representative of a certain type of goods, Thus greatly reduces the target customer's choice cost and the choice cost, causes the other country's consumer not to hesitate to make the choice and the purchase. When an enterprise has a brand advantage, in its trade activities, the target customer will pay more attention to the emotional benefits brought by the brand, thus reducing the attention to the material interests of the goods themselves. In this paper, the author summarizes the domestic and foreign scholars' research on brand trade, defines brand trade and analyzes the status of brand trade in international trade. At the same time, using the method of time series analysis, this paper makes an integrated analysis of the export trade volume and the total export trade volume of China's top 500 brands from 2005 to 2014, so as to study its law and forecast. By constructing the ARIMA model, this paper predicts the proportion of China's brand trade in foreign trade in the future, and draws the conclusion that the percentage of brand trade in China is very low and the speed of development is slow. Based on the results of empirical analysis and the research on the current situation of brand trade in China, the author analyzes the reasons why Chinese enterprises can not establish brand advantages in international trade and the obstacles to the development of brand trade. And put forward the relevant countermeasures and policy recommendations.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F752.6

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