董旭丹论文定稿 [][][].doc

 摘 要 多年来，宁波文具企业在国际贸易的带动下，从早期的为进出口公司配套生产的家庭作坊或小集体逐步发展为产品门类齐全、生产颇具规模的大中小型企业，宁波也因为文具产业的推动发展成为了世界最大的文具生产和出口基地之一本文试图通过分析这个问题。 关键词：宁波文具； 国际竞争； 品牌战略  Abstract For many years, under the leadership of international trade, stationery enterprises，progressively，develop from familys workshop or little collective produced for the import and export corporation, develop into big medium small enterprises with completely categoried products and considerable production scale, Ningbo develops into one of the biggest stationery production of the world and export base because of the push of the industry of the stationery too. However, with the quickening of the economic globalization, international famous stationery brands beach in world or even Chinese market one after another , how stationery enterprises of Ningbo win the market in the international competition, how is the development prospect in the future, this paper attempts to analyse from the strategic of the brand that ponder over this question. This paper has mainly introduced the overview of the domestic and foreign stationery market and main state that Ningbo stationery export, propose that stationery enterprises of Ningbo must take the road of brand management while winning in the international competition. Utilize the analytical method of SWOT to carry on overall and careful analysis to the brand strategy implementation current situation and question existed of stationery enterprises of Ningbo in the international competition, draw the importance of setting up the brand. Study with the brand and compete for the theory in enterprises as guidance, and then combine the relevant data and typical case to probe into the strategic way of brand that stationery enterprises of Ningbo are facing the international fierce competition situation, Through four respects: orientation tactics of brand , cultural tactics of brand , innovative tactics of brand and propagate tactics of brand of to ponder over the stationery brand strategy