我国出口企业实施品牌营销的现状与对策.docxVIP

我国出口企业实施品牌营销的现状与对策 摘 要 近几年来由于人民币的持续升值、各种原材料和油价上涨、以及劳动力成本的上升给 中国企业的出口带来极大的困难。长期靠价格维持竞争的发展难以持续,实施品牌营销策略,不 但可以应对当前各种原材料、油价和劳动力成本上升以及金融海啸蔓延的困难局面，而且 也是中国出口企业改变外贸增长方式的重要途径之一。经济的全球化推动着我国企业进行 品牌营销，品牌作为一种新的国际语言，进入全世界的千家万户，超越民族文化的障碍，吸 引全球人的共同消费。随着我国加入?WTO，面对市场经济的逐步发展和各种国际贸易协定 的要求，我国出口企业失去原有的成本优势，面临着更为激烈的国内外竞争。只有提高自 身技术研发能力，掌握自主知识产权，创造出自己的品牌参与国际竞争，才能在当今世界 经济环境下生存发展。品牌不仅代表着国家产业的高端水平，更代表着国家的国际形象， 他们承载着重构民族自尊心和自信心的历史责任。要实现大国到强国的演变，中国必须孕 育出自己的强大世界级品牌，这是中国经济和中国出口企业的战略选择。 关键词：品牌营销；出口企业；问题；对策 1 Chinas?export?enterprises?the?status?of?the?implementation?of brand?marketing?and?Countermeasures Abstract In?recent?years?as?a?result?of?the?continued?appreciation?of?the?yuan,?all?kinds?of?raw?materials?and?oil prices,?as?well?as?labor?costs?rise?in?exports?to?China?create?great?difficulties?for?a?long?time?on?development?to maintain?our?competitive?prices?can?not?be?sustained,?the?implementation?of?brand?marketing?strategy,?not?only can?be?in?response?to?the?current?range?of?raw?materials,?oil?prices?and?rising?labor?costs,?as?well?as?the?spread of?the?financial?tsunami?exports?to?the?difficult?situation,?but?also?Chinas?export?growth?mode?of?foreign?trade enterprises?to?change?one?of?the?important?ways.?Promote?the?globalization?of?the?economy?of?Chinas enterprises?in?brand?marketing,?brand?as?a?new?international?language,?access?to?millions?of?households?around the?world,?going?beyond?the?barriers?of?national?culture,?to?attract?the?common?consumption?of?the?world.?With Chinas?accession?to?the?WTO,?the?face?of?the?progressive?development?of?the?market?economy?and?the requirements?of?international?trade?agreements,?Chinas?export?enterprises?lose?their?cost?advantage?and?face more?intense?competition?at?home?and?abroad.?Only?improve?their?own?technical?research?and?development capabilities,?have?their?own?intellectual?property?rights,?create?their?own?brands?to?participate?in?international competition?in?order?to?survive?in?todays?economic?environment?development.?Represents?not?only?the n