隨著全球化的發(fā)展,國(guó)際市場(chǎng)的競(jìng)爭(zhēng)越來(lái)越激烈。打造強(qiáng)勢(shì)品牌是在市場(chǎng)上建立競(jìng)爭(zhēng)優(yōu)勢(shì)的重要途徑。品牌作為一種無(wú)形資產(chǎn)為企業(yè)提供了更高的回報(bào),加強(qiáng)了消費(fèi)者的產(chǎn)品意識(shí)。此外,它為企業(yè)提供了難以模仿的資產(chǎn)。同時(shí),消費(fèi)者對(duì)品牌資產(chǎn)的認(rèn)可將長(zhǎng)期影響商業(yè)銷售價(jià)值。中國(guó)在世界貿(mào)易中的地位不斷提高,“中國(guó)制造”在國(guó)際市場(chǎng)上非常受歡迎。但同時(shí),外貿(mào)出口品牌營(yíng)銷不足,多以貼牌為主,自主品牌出口嚴(yán)重匱乏,這種情況不僅制約了中國(guó)企業(yè)的發(fā)展,而且也引發(fā)了很多貿(mào)易爭(zhēng)端。最終導(dǎo)致失去國(guó)際市場(chǎng)。同時(shí),品牌不僅是一家公司的形象,也是一個(gè)國(guó)家形象和綜合實(shí)力的體現(xiàn)。中國(guó)企業(yè)在國(guó)際貿(mào)易中的品牌建設(shè)研究迫在眉睫,具有現(xiàn)實(shí)意義。雖然已經(jīng)有各種文獻(xiàn)品牌建設(shè)和管理的重要性做出闡述,但是從國(guó)際角度對(duì)品牌進(jìn)行的研究是有限的,而且從全球市場(chǎng)的角度對(duì)品牌建設(shè)進(jìn)行研究遠(yuǎn)比只是針對(duì)國(guó)內(nèi)市場(chǎng)品牌建設(shè)進(jìn)行研究復(fù)雜很多。本文運(yùn)用管理學(xué)中的一些基本理論和方法,結(jié)合企業(yè)實(shí)例,采用個(gè)案研究法,對(duì)X公司在國(guó)際貿(mào)易中品牌建設(shè)存在的問(wèn)題和對(duì)策進(jìn)行研究,通過(guò)調(diào)查問(wèn)卷,收集整理X公司國(guó)外客戶和X公司內(nèi)部員工對(duì)X公司建品牌建設(shè)存在的問(wèn)題的反饋進(jìn)行研究,發(fā)現(xiàn)X公司品牌建設(shè)不足...

【文章頁(yè)數(shù)】：93 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
1.INTRODUCTION
    1.1 Research Background
    1.2 Purpose
    1.3 Significance
    1.4 Research method
2.LITERATURE REVIEW
    2.1 The meaning of brand building
    2.2 Measurement of brand value
    2.3 Current situation of Chinese brand development in the international market
    2.4 Relevant Studies on Brand Building
    2.5 Literates about building brand successfully
    2.6 Research of the brand development in the international Market
    2.7 Research Gap
3.CASE DESCRIPTION
    3.1 Company profile
    3.2 Organizational structures
    3.3 The current status of X company brand building and its negative influence
    3.4 Problems of X company’s brand building in the international trade
        3.4.1 X company is lack of brand orientation strategy
        3.4.2 X company’s Brand identity is weak
        3.4.3 X company’s Brand positioning is unclear
        3.4.4.X company brand building lacks consistency management
4.REASONS FOR THE VARIOUS PROBLEMS DURING BRAND BUILDING PROCESS
    4.1 X Company lacks a professional team for brand building and management
    4.2 X company lacks the key technology and competitive products
    4.3 X company lacks systemic brand building and management system
    4.4 X company lacks of perception of the global market
5.THE COUNTERMEASURES THAT X COMPANY SHOULD TAKE FORBRAND BUILDING IN THE INTERNATIONAL TRADE
    5.1 Formulate corresponding policies and set up formalized system to promotethe brand building in the foreign trade
    5.2 Establish effective incentive mechanism to promote brand building
    5.3 Strengthen personnel training and enhance brand management capability
    5.4 Select the suitable brand development strategy
6.CONCLUSIONS
7.MANAGERIAL IMPLICATIONS
8.LIMITATIONS
9.FURTHER STUDY
REFERENCES
APPENDIX 1.FOREIGN CUSTOMERS’ QUESTIONNAIRE ABOUT XCOMPANY BRAND BUILDING
APPENDIX 2.X 公司品牌建設(shè)內(nèi)部調(diào)查問(wèn)卷



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