本文選題：品牌貿(mào)易 + 品牌優(yōu)勢(shì)　； 參考：《山東大學(xué)》2016年碩士論文

【摘要】：國(guó)際貿(mào)易一直是我國(guó)經(jīng)濟(jì)發(fā)展的重要組成部分,二十一世紀(jì)以來(lái),隨著世界經(jīng)濟(jì)的快速發(fā)展,國(guó)際競(jìng)爭(zhēng)也日益激烈。整個(gè)世界作為一個(gè)整體,其間分布著許多國(guó)家,每個(gè)國(guó)家的經(jīng)濟(jì)實(shí)力和參與國(guó)際分工的階段都是不一樣的,因此,國(guó)與國(guó)之間差距顯著。自改革開放以來(lái),國(guó)門打開,對(duì)外貿(mào)易迅速發(fā)展,尤其是沿海開放城市的發(fā)展。中國(guó)當(dāng)前雖然成為世界貿(mào)易大國(guó),但是由于出口產(chǎn)品附加值較低,形成了順差在中國(guó),利潤(rùn)在發(fā)達(dá)國(guó)家的貿(mào)易局面。這也使得提高我國(guó)企業(yè)品牌競(jìng)爭(zhēng)力,大力發(fā)展品牌貿(mào)易,賺取更多品牌溢價(jià),向外國(guó)輸出更多民族品牌成為了我國(guó)對(duì)外貿(mào)易中亟待解決的問(wèn)題。在這樣的貿(mào)易背景之下,對(duì)于品牌貿(mào)易的研究顯得尤為重要。所謂品牌貿(mào)易(Brand Trade),指的是企業(yè)利用自身的品牌優(yōu)勢(shì)(Brand Superiority)開展貿(mào)易活動(dòng)的一種貿(mào)易形式。當(dāng)一個(gè)企業(yè)擁有為消費(fèi)者提供具有排他性選擇理由的商品,使消費(fèi)者不再有選擇上的困難,從而極大的削弱其選擇成本,使得目標(biāo)顧客減少對(duì)產(chǎn)品本身的關(guān)注,僅從品牌的角度做出排他性的選擇,這樣的企業(yè)我們可以稱之為具有品牌優(yōu)勢(shì)的企業(yè)。品牌貿(mào)易是建立在品牌優(yōu)勢(shì)的基礎(chǔ)上的,即通過(guò)品牌建設(shè)將品牌塑造成為某一類商品的代表,從而極大降低目標(biāo)顧客的選擇成本(Choice Cost),使得他國(guó)的消費(fèi)者毫不猶豫地進(jìn)行選擇和購(gòu)買。當(dāng)一個(gè)企業(yè)擁有品牌優(yōu)勢(shì)時(shí),在其貿(mào)易活動(dòng)中,目標(biāo)顧客將會(huì)更加關(guān)注品牌所帶來(lái)的情感利益,從而減少對(duì)商品本身物質(zhì)利益的關(guān)注。在本文中,筆者對(duì)國(guó)內(nèi)外學(xué)者關(guān)于品牌貿(mào)易的相關(guān)研究進(jìn)行了綜述,依據(jù)相關(guān)研究定義了品牌貿(mào)易并分析了品牌貿(mào)易在國(guó)際貿(mào)易中的地位。同時(shí),利用時(shí)間序列的分析方法,對(duì)2005年至2014年我國(guó)入選世界品牌500強(qiáng)企業(yè)出口貿(mào)易額以及我國(guó)出口貿(mào)易總額的相關(guān)數(shù)據(jù)進(jìn)行了整合分析,從而研究其規(guī)律并進(jìn)行預(yù)測(cè)。通過(guò)構(gòu)建ARIMA模型,預(yù)測(cè)了未來(lái)中國(guó)品牌貿(mào)易在對(duì)外貿(mào)易中可能達(dá)到的比重,得出了我國(guó)品牌貿(mào)易百分比極低且發(fā)展速度緩慢的結(jié)論。根據(jù)實(shí)證分析的結(jié)果,并結(jié)合對(duì)于我國(guó)品牌貿(mào)易發(fā)展現(xiàn)狀的研究,筆者分析了我國(guó)企業(yè)在國(guó)際貿(mào)易中無(wú)法建立起品牌優(yōu)勢(shì)的原因以及品牌貿(mào)易的發(fā)展障礙,并提出了相關(guān)的對(duì)策和政策建議。
[Abstract]:International trade has been an important part of China's economic development. Since the 21 century, with the rapid development of the world economy, international competition has become increasingly fierce. As a whole, there are many countries in the whole world. The economic strength of each country and the stage of participating in the international division of labor are different, so the gap between countries is remarkable. Since the reform and opening up, foreign trade has developed rapidly, especially the development of coastal open cities. Although China has become a big trading country in the world at present, because of the low added value of export products, the surplus is in China and the profit is in the developed country. This also makes it an urgent problem to improve the competitiveness of Chinese enterprises, develop brand trade, earn more brand premium and export more national brands to foreign countries. In such a trade background, the research on brand trade is particularly important. Brand Trade Brand Trade refers to a form of trade in which companies use their brand advantages to carry out trade activities. When an enterprise owns a product that provides consumers with reasons for exclusive choice, it makes consumers no longer have choice difficulties, which greatly weakens their choice cost and causes the target customers to pay less attention to the product itself. Only from the perspective of the brand to make exclusive choice, such an enterprise can be called a brand advantage of the enterprise. Brand trade is built on the basis of brand advantages, that is, brand building through brand building will become the representative of a certain type of goods, Thus greatly reduces the target customer's choice cost and the choice cost, causes the other country's consumer not to hesitate to make the choice and the purchase. When an enterprise has a brand advantage, in its trade activities, the target customer will pay more attention to the emotional benefits brought by the brand, thus reducing the attention to the material interests of the goods themselves. In this paper, the author summarizes the domestic and foreign scholars' research on brand trade, defines brand trade and analyzes the status of brand trade in international trade. At the same time, using the method of time series analysis, this paper makes an integrated analysis of the export trade volume and the total export trade volume of China's top 500 brands from 2005 to 2014, so as to study its law and forecast. By constructing the ARIMA model, this paper predicts the proportion of China's brand trade in foreign trade in the future, and draws the conclusion that the percentage of brand trade in China is very low and the speed of development is slow. Based on the results of empirical analysis and the research on the current situation of brand trade in China, the author analyzes the reasons why Chinese enterprises can not establish brand advantages in international trade and the obstacles to the development of brand trade. And put forward the relevant countermeasures and policy recommendations.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F752.6

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