我国外贸出口品牌战略问题研究推荐.docVIP

我国外贸出口品牌战略问题研究摘要 随着经济全球化和市场经济的快速发展，我国企业处在复杂激烈的竞争环境中。特别是对致力于发展民族品牌，走向国际市场的企业来说，面对着更加多变和迥异的消费市场。我国企业在出口商品的同时，也应当牢记出口的不仅仅是商品，更重要的是品牌。品牌无论作为一种经济现象还是作为一门科学，都已经远远超越其保证产品品质和服务，象征身份和财富的范畴，品牌已成为推动经济发展的无形资产和力量。无论对于企业还是国家来说，品牌反映的内容已近突破了商品的界限，上升到国家形象和国家竞争力的层面，成为衡量经济发展水平的重要标志。 虽然我国的一些优秀大企业在借鉴了国外品牌管理方面的经验和自身经营过程中的摸索后在品牌营销策略和品牌管理技术方面形成了一定的系统和规模，但是整体看来，我国的企业，特别是中小企业的生产还是将重心放在了企业规模和短期盈利上，企业理念仍然是产品出口而非品牌出口。面对国际经济形式的发展变化和国际市场的激烈竞争，中国的企业要想在国际市场占据一席之地，必须实施出口品牌战略，开拓发展自己的名牌产品。企业对于一个国际来说，能够成为一个国家和国民创造财富，继而影响到国家竞争力的强弱。从某种程度上说，企业建设的成就关系到了国家总体的经济实力，而企业的品牌建设更是企业的核心任务。在国际市场上，产品同质化越发明显，没有品牌的产品是不具备核心竞争力的，对于企业来说，只有注重品牌，才能增强自身活力，更好地提高经济效益，提高经济效益，在错综复杂的市场竞争环境中取胜，对国家来说，才能实现外贸出口持续稳定地发展。 本文通过我国外贸出口品牌的发展现状，根据实际情况，分析出品牌发展中存在的问题，最后就发展战略对策进行具体论述。 关键词： 外贸出口；品牌；战略 abstract With economic globalization and the rapid development of market economy,Chinese enterprises are now in the fierce and complex competitive environment Especially for the enterprises that intend to develop national brands and make their way to international market,enterprises are facing with a more varied and diverse consumption market. Chinese enterprises should bear in mind that they export not merely goods, the brand is more important. Brand acts as both an economic phenomenon and a science; it is much more than guaranteeing product quality and service. It is the symbol of social status and wealth category, brand has become the intangible asset as well as the force to propel economic development. To both business and country, the content that brand reflects goes beyond the boundaries of goods and up to the national image and national competitiveness level, it becomes an important indicator to measure the level of economic development. Although some Chinese excellent big companies have learnt foreign brand management experience and build the export brand marketing , Chinese enterprises, especially the medium and small sized enterprises, still focus their attentions on enterprise scale and short-term profit , and their managing principl