【摘要】： 內(nèi)蒙古羊絨制品出口數(shù)量只是一種低水平數(shù)量型增長(zhǎng),并沒(méi)有質(zhì)的飛躍。在國(guó)際市場(chǎng)上賣(mài)價(jià)高的是發(fā)達(dá)國(guó)家老品牌企業(yè)的高精尖產(chǎn)品,同類(lèi)產(chǎn)品中我國(guó)羊絨衫的價(jià)格也遠(yuǎn)遠(yuǎn)低于國(guó)外。出現(xiàn)這種情況的首要原因是我國(guó)羊絨制品缺乏自主品牌。盡管目前國(guó)際市場(chǎng)上的羊絨衫有四分之三是我國(guó)產(chǎn)品,但是真正掛我國(guó)品牌的不到20%。內(nèi)蒙古有得天獨(dú)厚的資源優(yōu)勢(shì)、產(chǎn)品優(yōu)勢(shì),但卻沒(méi)有品牌優(yōu)勢(shì),在國(guó)外注冊(cè)的商標(biāo)和申請(qǐng)專(zhuān)利的技術(shù)太少,大多數(shù)企業(yè)還沒(méi)有真正學(xué)會(huì)在國(guó)際市場(chǎng)上營(yíng)銷(xiāo)無(wú)形資本、保護(hù)自主知識(shí)產(chǎn)權(quán),只是依靠廉價(jià)的勞動(dòng)力和優(yōu)勢(shì)資本賺取微薄的外匯,已經(jīng)將利潤(rùn)水平壓到最低。因此,內(nèi)蒙古羊絨制品出口必須擁有自己的自主品牌,提高羊絨制品出口效益,促進(jìn)出口貿(mào)易的可持續(xù)發(fā)展。研究創(chuàng)建羊絨制品自主品牌對(duì)內(nèi)蒙古羊絨制品出口貿(mào)易的可持續(xù)發(fā)展具有重要的現(xiàn)實(shí)意義,也具有重要的理論意義。 為了促進(jìn)內(nèi)蒙古羊絨業(yè)健康有序地發(fā)展,建立擁有自主知識(shí)產(chǎn)權(quán)的自主品牌,增加自主品牌出口,本文首先審慎地辨析內(nèi)蒙古羊絨制品出口的現(xiàn)狀和存在的問(wèn)題,分析其原因所在,并以羊絨業(yè)龍頭企業(yè)鄂爾多斯集團(tuán)為例,用實(shí)證研究方法尋找出影響自主品牌決策的因素,提出切實(shí)可行的創(chuàng)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.
【學(xué)位授予單位】：內(nèi)蒙古農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類(lèi)號(hào)】：F426.8;F273.2;F224

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 周?chē)?guó)輝;廣州加工貿(mào)易企業(yè)創(chuàng)建自主品牌的動(dòng)因及引導(dǎo)機(jī)制研究[D];廣東商學(xué)院;2010年

2 肖蓉;中國(guó)羊絨業(yè)對(duì)外貿(mào)易可持續(xù)發(fā)展戰(zhàn)略研究[D];西南財(cái)經(jīng)大學(xué);2010年

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本文編號(hào)：2359417