中国制造业品牌国际化的差距表现及提升路径研究-DPIProceedings.PDF

2018 International Conference on Education, Social Sciences and Humanities (ICESSH 2018) ISBN: 978-1-60595-551-3 The Internationalized Differences of Manufacturing Brands in China and Study of Improving Methods Bin GAO and Ke-cheng ZHANG School of Economics and Management Shandong Women’s University, Shandong Jinan, China Keywords: Manufacturing, Brand internationalization, Solutions. Abstract. China is in the certain condition of transforming from “large manufacturing country” and “China-made” to “influential manufacturing country” and “China-create”. The forcing mission is to raise the future industrial development thoughts in terms of the strategic background of “China-made 2025”. This essay attempts to analyze the gaps of brands internationalization in Chinese manufacturing industry from both qualitative and quantitative aspects, meanwhile it will also propose developing methods for brand internationalization of Chinese manufacturing industry from government and enterprise level. The study shows that the main shortages of brands internationalization in Chinese manufacturing industry are brand quantities, brand value, brand influence, brand history, brand marketing concept and brand management. Meanwhile, it has been suggested that barriers from external and internal have a distinct impact on the development of brands internationalization. However, with the efforts from both government and enterprises, manufacturing industry of China will achieve OEM→ODM→OBM upgrading path gradually. 中国制造业品牌国际化的差距表现及提升路径研究 高斌, 张可成 山东女子学院 经济管理学院，山东济南，中国 关键词：关键词：制造业；品牌国际化；对策 关键词关键词：： 摘要：摘要：中国正处在由“制造业大国”和“中国制造”向“制造业强国”和“中国创造”华丽 摘要摘要：： 转身的重要时期，尤其在“中国制造2025 ”强国战略背景下，中国制造业迫在眉睫任务在于 提出未来行业品牌发展思路。基于此，尝试从定量和定性的角度分析中国制造业品牌国际化 的差距，针对中国制造业和企业特点从政