摘 要

自2005年以來，中國(guó)在貿(mào)易額不斷上升的同時(shí)，面對(duì)越來越多的貿(mào)易摩擦。究其原因，主要來自“中國(guó)制造”的負(fù)面效應(yīng)。在貿(mào)易保護(hù)主義盛行的今天，“中國(guó)制造”過分依靠量的增長(zhǎng)模式已經(jīng)走到了盡頭。我國(guó)企業(yè)出口只有通過打造自主品牌，提高投資效率才能實(shí)現(xiàn)質(zhì)的飛躍，真正提高其出口競(jìng)爭(zhēng)力。
全文共分四部分：首先，從四個(gè)方面分析了我國(guó)企業(yè)忽視品牌競(jìng)爭(zhēng)力的現(xiàn)狀，接著，分析了企業(yè)實(shí)施品牌策略的主要問題。最后，在以上分析的基礎(chǔ)上，對(duì)我提高品牌競(jìng)爭(zhēng)力提出了四大重要途徑和相關(guān)策略建議。

[關(guān)鍵字] 品牌 品牌戰(zhàn)略 品牌競(jìng)爭(zhēng)力 貼牌生產(chǎn) 中國(guó)制造


Abstract

Though trade volume has risen greatly, China has been facing more and more trade frictions since 2005. The reason mainly lies in the negative effect from ‘Made in China’. Nowadays, trade protectionism is spreading widely. The growth mode of ‘Made in China ’which is excessively relying on export capacity will eventually come to the end . Our enterprises can only enhance their export competitiveness by creating their own brands and improving investment efficiency.
This article was divided into three parts , the first part analyzed the current situation and problem existed in the export of Chinese enterprises OEM products and brand products .The second part analyzed 4 big problems that enterprises confronted with in the process of making brand strategy, the last part brought forward my viewpoints and suggestion to brand strategy from the perspective of Chinese enterprises.
　　　　
[Key words] Brand; Brand Strategy; Brand Competitive; OEM Production; Made in China


目 錄

前言 2
1.我國(guó)出口企業(yè)忽視品牌競(jìng)爭(zhēng)力的現(xiàn)狀分析 2
1.1大量出口產(chǎn)品“貼牌生產(chǎn)” 2
1.2企業(yè)沒有從戰(zhàn)略的高度提高品牌競(jìng)爭(zhēng)力 3
1.3品牌價(jià)值低 3
1.4品牌的科技含量低 3
2 我國(guó)出口企業(yè)實(shí)施品牌策略的主要問題分析 4
2.1企業(yè)不具備創(chuàng)造世界級(jí)品牌的規(guī)模 4
2.2.企業(yè)自身的研發(fā)觀念淡薄 4
2.3企業(yè)自身品牌意識(shí)淡薄 5
2.4具有民族特色的品牌尚未走出國(guó)門 5
2.5出口品牌建設(shè)的服務(wù)與政策環(huán)境滯后 5
3 提高我國(guó)企業(yè)外貿(mào)出口品牌競(jìng)爭(zhēng)力的重要途徑分析 6
3.1聲譽(yù)問題 6
3.2時(shí)間問題 7
3.3規(guī)模問題 7
3.4時(shí)機(jī)問題 8
4我國(guó)企業(yè)實(shí)施品牌策略的對(duì)策分析 9
4.1立足自身提高企業(yè)技術(shù)研發(fā)能力 9
4.2加強(qiáng)品牌服務(wù)提高產(chǎn)品的附加值 10
4.3構(gòu)建企業(yè)品牌體系和運(yùn)行機(jī)制 11
4.4利用整合營(yíng)銷溝通塑造品牌形象 11
4.5促進(jìn)文化變遷做中國(guó)特色品牌 12
4.6沖破綠色壁壘創(chuàng)建綠色品牌 12
4.7政府應(yīng)為企業(yè)實(shí)施宏觀謀劃 13
4.8 建設(shè)維護(hù)名牌成長(zhǎng)的法制環(huán)境 14
參考文獻(xiàn) 15
致謝 16