【摘要】：缺乏品牌是中國(guó)制造大而不強(qiáng)的顯著標(biāo)志之一,也是中國(guó)制造產(chǎn)品難以進(jìn)入國(guó)際中高端市場(chǎng)的重要原因。實(shí)現(xiàn)"中國(guó)產(chǎn)品"向"中國(guó)品牌"的轉(zhuǎn)變是中國(guó)制造轉(zhuǎn)型升級(jí)的必然道路。本文通過(guò)文獻(xiàn)研究、專家訪談、問(wèn)卷調(diào)查、企業(yè)研討、案例分析等多種研究手段分析了中國(guó)制造品牌的總體狀況與問(wèn)題,從宏觀發(fā)展因素、企業(yè)經(jīng)營(yíng)因素、產(chǎn)品/服務(wù)質(zhì)量因素以及輿論宣傳因素等方面剖析了問(wèn)題產(chǎn)生的原因,并針對(duì)政府和企業(yè)在中國(guó)制造品牌建設(shè)中的不同定位和作用提出相應(yīng)的建議措施。
[Abstract]:The lack of brand is one of the notable signs of large and weak Chinese manufacture, and it is also an important reason why it is difficult for Chinese manufactured products to enter the international high-end market. To realize the transformation from Chinese products to Chinese brands is an inevitable way for the transformation and upgrading of Chinese manufacture. Through literature research, expert interview, questionnaire survey, enterprise discussion, case analysis and other research methods, this paper analyzes the overall situation and problems of Chinese made brands, from the macro development factors, business factors, This paper analyzes the factors of product / service quality and publicity, and puts forward some suggestions on the different orientation and function of government and enterprises in the construction of Chinese manufacturing brand.
【作者單位】： 上海質(zhì)量管理科學(xué)研究院;上海交通大學(xué);中國(guó)標(biāo)準(zhǔn)化研究院;
【基金】：中國(guó)工程院重大研究課題“制造強(qiáng)國(guó)”戰(zhàn)略研究(2013-ZD-4)
【分類號(hào)】：F424;F273.2

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本文編號(hào)：2147488