發(fā)布時間：2018-04-28 14:56

  本文選題：外貿企業(yè) + 品牌戰(zhàn)略��； 參考：《天津財經大學》2009年碩士論文

【摘要】： 自改革開放以來,作為拉動國民經濟發(fā)展的“三駕馬車”之一,對外貿易繼續(xù)保持遠高于GDP的增長速度,為我國國民經濟的高速前進立下了汗馬功勞。對于中國外貿企業(yè)來說,廉價的勞動力和所謂豐富的資源,一直是其所依賴的競爭優(yōu)勢。但是,在原材料、能源價格不斷上漲,勞動力成本提升的今天,這種競爭優(yōu)勢正逐漸被跨國公司的品牌優(yōu)勢所掩蓋。品牌是使某種產品和服務能夠區(qū)別于其它產品和服務的名稱、標記和其他可展示的標記。這些名稱和標記可以使產品以較高的價格銷售,可以吸引更多的顧客購買、使用,保持較高的市場占有率,減少企業(yè)的流動資金和流通資本。對于中國企業(yè)來說,機遇與挑戰(zhàn)并存。中國加入世貿組織,為世界知名企業(yè)進入中國市場提供了平臺,同時,也為我國企業(yè)進入國際市場鋪平了道路,為企業(yè)的國際化經營提供了更多的有利條件。要想在激烈的競爭中立于不敗之地,品牌戰(zhàn)略勢在必行。然而,由于我國外貿企業(yè)長期依賴“貼牌生產”,往往滿足于來樣加工、定牌生產,在產品品質方面更是重量不重質,品牌意識比較淡薄,很難最大限度地實施品牌經營,發(fā)揮出品牌優(yōu)勢。 21世紀,市場競爭日趨激烈,越來越多的企業(yè)認識到品牌是競爭制勝的法寶,是推動企業(yè)價值發(fā)展的重要動力。改革開放以來,我國品牌經營發(fā)展驚人,對品牌的認識也發(fā)生了深層次的改變。與其他企業(yè)相比,外貿企業(yè)品牌戰(zhàn)略的制定既要求企業(yè)擁有自己的生產產品,要從產品品牌設計、工藝品質、生產包裝上擁有控制權,又要求企業(yè)對國際市場具備一定的開發(fā)能力,能夠了解國際市場需求,有進入市場的渠道和營銷手段。當今企業(yè)的競爭不僅是質量、成本、人才的競爭,更是品牌及其知名度的競爭。誰贏得了品牌,誰就贏得了市場;誰贏得了市場,誰就能贏得勝利。經濟的全球化促使世界各國企業(yè)都在創(chuàng)建自己的品牌。一般來說,跨國公司幾乎都擁有自己的知名商標,在培育自主品牌時往往不遺余力,投入了巨額資金和大量智力成果,凝結著企業(yè)的全部智慧結晶。在經營策略上,跨國公司通過商標戰(zhàn)略來占領市場的制高點,擴大自己的行業(yè)領先優(yōu)勢�？鐕驹谌蚴袌龅募ち腋偁�,已經使其形成了從品牌設計、品牌選擇、品牌注冊,到品牌經營、品牌管理和品牌保護等一整套成熟的品牌戰(zhàn)略運營體系。因此,實施品牌戰(zhàn)略對我國外貿出口乃至企業(yè)的生存與發(fā)展有著重要的現實意義:首先,品牌戰(zhàn)略有助于中國企業(yè)開拓國際市場,提升企業(yè)在國際市場中的競爭力,從而推動我國企業(yè)健康地發(fā)展;第二,可以有效地避免多年來我國企業(yè)因靠低價維持出口增長而飽受反傾銷措施和其他貿易保護主義的困擾;第三,品牌戰(zhàn)略還可以提高出口效益,促進我國外貿增長方式由粗放型向集約型轉變,有助于在國際市場中打造集體的形象,改變出口企業(yè)分散的經營格局,從而提高中國產品的整體核心競爭力;最后,可以提高企業(yè)的品牌競爭力,培育品牌的國際化能力。因此,本文將從我國對外出口貿易中品牌戰(zhàn)略的現狀及存在的問題出發(fā),以品牌價值特征要素為理論分析工具,根據品牌戰(zhàn)略制定的邏輯框架,按照品牌診斷、品牌戰(zhàn)略設計和品牌戰(zhàn)略實施的邏輯順序,對我國外貿出口品牌戰(zhàn)略進行系統全面的研究。本文不僅會對外貿企業(yè)經營品牌戰(zhàn)略的環(huán)境進行考察,而且會從企業(yè)整體層面提出品牌整體規(guī)劃策略,并應用理論研究成果,對國外知名品牌經營狀況進行實證研究,進而提出改進對策,以求不斷提高我國外貿企業(yè)的品牌經營水平,從而促進我國對外貿易的健康持續(xù)發(fā)展。
[Abstract]:Since the reform and opening up, as one of the "three carriages" to drive the development of the national economy, foreign trade continues to be far higher than the growth rate of GDP, which has made great efforts for the rapid progress of our national economy. For Chinese foreign trade enterprises, cheap labor and rich resources have always been the competitive advantages of the Chinese foreign trade enterprises. But, as raw materials, energy prices are rising, and labor costs are rising, this competitive advantage is gradually masked by the brand advantage of MNCs. The brand is the name, mark, and other visible markup that distinguishes a product and service from other products and services. Higher price sales can attract more customers to buy, use, maintain high market share, reduce the liquidity and circulation of enterprises. For Chinese enterprises, opportunities and challenges coexist. China's accession to the WTO provides a platform for the world's well-known enterprises to enter the Chinese market, and also for Chinese enterprises to enter the country. The international market has paved the way, providing more favorable conditions for the enterprise's international operation. In order to stand in an invincible position in the fierce competition, brand strategy is imperative. However, because our foreign trade enterprises rely on "OEM" for a long time, they are often satisfied with the processing, the production of the brand and the quality of the products is not heavy. Brand awareness is relatively weak, it is difficult to maximize the implementation of brand management, to play a brand advantage.
In twenty-first Century, the market competition is becoming more and more intense. More and more enterprises realize that brand is the magic weapon of winning the competition. It is an important driving force to promote the development of enterprise value. Since the reform and opening up, the development of brand management in our country has been astonishing, and the understanding of brand has also changed deeply. The enterprise has its own production product, it has the control right from the product brand design, the technological quality, the production package, and requires the enterprise to have the certain development ability to the international market, can understand the international market demand, has the channel and the marketing means to enter the market. The competition of the enterprise today is not only the quality, the cost, the talent competition, but also the competition. It is the competition of brand and its popularity. Whoever wins the brand wins the market; who wins the market, who wins the victory. The globalization of the economy has prompted the enterprises of all countries to create their own brands. Generally speaking, the multinational companies almost have their own well-known trademarks, and they often spare no effort to cultivate their own brand. With a huge amount of money and a large amount of intellectual achievements, the whole wisdom of the enterprise is crystallized. In the management strategy, the multinational corporations occupy the commanding point of the market through the trademark strategy, and expand their own industry leading advantages. The fierce competition of the multinational companies in the global market has made it form the brand design, brand selection, brand registration, and product. Brand management, brand management and brand protection are a full set of mature brand strategic operating systems. Therefore, the implementation of brand strategy has important practical significance for the survival and development of our foreign trade and enterprises. First, brand strategy helps Chinese enterprises to open up the international market and enhance the competitiveness of enterprises in the international market, thus promoting the competitiveness of enterprises in the international market. China's enterprises are developing healthily; second, we can effectively avoid the problems that have been plagued by anti dumping measures and other trade protectionism in our enterprises for years to maintain export growth by low price. Third, the brand strategy can also improve the export efficiency, promote the transformation of China's foreign trade growth formula from extensive to intensive, and help in the international market. In the market, the collective image of the market will be created to change the decentralized management pattern of the export enterprises, thus improving the overall core competitiveness of the Chinese products. Finally, it can improve the brand competitiveness of the enterprises and cultivate the internationalization ability of the brand. Therefore, this article will start from the current situation and existing problems of brand strategy in our foreign export trade with the brand price. The value characteristic element is the theoretical analysis tool, according to the logical framework of brand strategy, according to the logical sequence of brand diagnosis, brand strategy design and brand strategy implementation, this paper makes a systematic and comprehensive study on China's foreign trade export brand strategy. This article will not only inspect the environment of the business brand strategy of foreign trade enterprises, but also will be from the enterprise The overall planning strategy of the brand is put forward on the whole level of the industry, and the results of the theoretical research are applied to make an empirical study on the operating status of the famous foreign brands, and then the improvement measures are put forward in order to continuously improve the brand management level of our foreign trade enterprises so as to promote the sustained development of the health and health of our foreign trade.

【學位授予單位】：天津財經大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F273.2;F752.62

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本文編號：1815745