学位论文-广州中小企业对外贸易的品牌战略研究.doc

广州中小企业对外贸易的品牌战略研究 摘 要 随着我国加入WTO，中国市场的对外开放，越来越多的国外品牌登陆到了中国，将中国的消费时代领进了品牌消费的时代，品牌竞争已经成为核心竞争。以前一味追求销售目标的企业感到了前所未有的竞争压力。品牌化将成为国内企业发展的必由之路。许多国有企业和民营企业都纷纷调整战略，投身到品牌竞争中去。中小企业面对这一市场变化该如何抉择。本文通过对市场变化的分析和当前品牌建设现状进行描述，发现广州中小企业发展品牌战略存在的问题，发展品牌战略对广州中小企业的重要意义。首先，阐述了当前我国竞争市场的变化和中小企业在我国经济发展中的重要作用，发现我国中小企业已经发展成熟，单一的产品竞争已经无法满足发展需求。然后，强调品牌对中小企业的重要意义和作用，对广州中小企业对外贸易的发展的重大意义。接着，详细的阐述了广州中小企业自主品牌的发展现况，对制约广州中小企业自主品牌建设的因素进行分析，并针对性的提出了自己的解决方法。最后，结合格兰仕品牌战略的成功案例和自己的分析，对广州中小企业对外贸易自己也建议。 关键词：中小企业；自主品牌；品牌战略；核心竞争 Study on the brand strategy of Guangzhou small and medium-sized foreign trade enterprises Abstract Along with China joining the WTO and the domestic market has opened to foreign countries, so more and more foreign brands enter into China, that would bring the consumption age into the area of brand consumption as a result brand has become the core competition.Those enterprises who seek the sales quantity as their target, now they bear the unprecedented competitive pressure than before.The branding will become the inevitable course for the domestic enterprises to catch up .Many state-owned enterprises and private enterprises have to adjust their sales strategy ,they turn to the brand competition, but how do small and medium-sized enterprises face the changing market. In this article, through two ways to describe , one is to analyze the market changes, the other is to describe the present situation of the brand construction, then to dig out the leaks of small and medium-sized enterprises brand strategy in Guangzhou and the significance of brand strategy. First of all, this paper elaborate the current changes of competitive market in China and the role of small and medium-sized enterprises in our country economic development, it can found that small and medium-sized enterprises has grown up in China, the single product competition has been unable to meet the demand. Second,emphasis on the significance and function of brand of small and medium-sized enterprises, as well as to the fore