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我国外贸出口品牌战略的实施研究

2024-03-11 来源:步旅网
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题 目:我国外贸出口品牌战略的实施研究

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目 录

【摘 要】:当前世界经济全球化、一体化步伐越来越快,再加上我国改革开放进一步加深,我国经济获得了巨大的发展与进步, 对外贸易也取得了世人瞩目的成就。我国对外贸易在世界贸易中所占的比例逐年上升,世界排名也不断上升,成为仅次于美国的世界第二大贸易国。但是,我们应该看到,我国主要依靠的是数量的增长和廉价的劳动力,是靠中国劳动力的收入水平大幅度低于世界平均劳动力收入水平而得来的。当前的对外贸易不能仅仅满足于低附加值的产品出口,而应该打造具有自主知识产权的知名品牌,营造经济全球化背景下“中国制造”新的比较优势和竞争优势。为此,本文在界定品牌、品牌战略的基础上,分析了品牌战略对我国外贸出口的意义,明确了我国外贸出口品牌战略实施的现状,包括出口商品品牌化程度低、品牌保护意识低下、品牌的附加价值低、出口品牌中缺乏自主品牌、品牌的营销意识低下、脱离品牌,忽视质量。探讨了我国外贸出口品牌战略实施现状的原因,包括品牌意识薄弱、重创外汇,轻创品牌、品牌创新缓慢、自身品牌质量差。最后针对这些现状与原因,提出了我国外贸出口品牌战略实施的对策建议,包括政府要营造良好的品牌环境、企业强化品牌意识、企业要提高出口产品的质量、强化商标保护、企业要积极研发,推动自主创新。 ...................................................................................................................... I 【Abstract】:The paper defines the brand, brand strategy, analyzes the significance of our country‘s exports, made clear of our country's export status of the implementation of brand strategy, including the low level of export brand, the low brand protection, low value-added brands, the lack of independent export brands awareness, the low brand marketing, quality neglect. Of our country's export status of the implementation of brand strategy of reasons, including weak brand awareness and to re-Exchange, light a brand, brand innovation and slow, poor quality of their own brands. Finally the status quo and for these reasons, the proposed export of China's foreign trade measures to implement brand strategy, including the Government want to create a good environment for the brand, strengthen brand awareness of enterprises, the enterprises should improve the quality of export products and enhance trademark protection, enterprises should actively research and development, to promote independent innovation. ........................................................................................ II

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我国外贸出口品牌战略的实施研究

【摘 要】:当前世界经济全球化、一体化步伐越来越快,再加上我国改革开放进一步加深,我国经济获得了巨大的发展与进步, 对外贸易也取得了世人瞩目的成就。我国对外贸易在世界贸易中所占的比例逐年上升,世界排名也不断上升,成为仅次于美国的世界第二大贸易国。但是,我们应该看到,我国主要依靠的是数量的增长和廉价的劳动力,是靠中国劳动力的收入水平大幅度低于世界平均劳动力收入水平而得来的。当前的对外贸易不能仅仅满足于低附加值的产品出口,而应该打造具有自主知识产权的知名品牌,营造经济全球化背景下“中国制造”新的比较优势和竞争优势。为此,本文在界定品牌、品牌战略的基础上,分析了品牌战略对我国外贸出口的意义,明确了我国外贸出口品牌战略实施的现状,包括出口商品品牌化程度低、品牌保护意识低下、品牌的附加价值低、出口品牌中缺乏自主品牌、品牌的营销意识低下、脱离品牌,忽视质量。探讨了我国外贸出口品牌战略实施现状的原因,包括品牌意识薄弱、重创外汇,轻创品牌、品牌创新缓慢、自身品牌质量差。最后针对这些现状与原因,提出了我国外贸出口品牌战略实施的对策建议,包括政府要营造良好的品牌环境、企业强化品牌意识、企业要提高出口产品的质量、强化商标保护、企业要积极研发,推动自主创新。

【关键词】: 外贸出口;品牌;战略

I

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Research on Implementation of Brand Strategy of China's Exports

【Abstract】:The paper defines the brand, brand strategy, analyzes the significance of our country‘s exports, made clear of our country's export status of the implementation of brand strategy, including the low level of export brand, the low brand protection, low value-added brands, the lack of independent export brands awareness, the low brand marketing, quality neglect. Of our country's export status of the implementation of brand strategy of reasons, including weak brand awareness and to re-Exchange, light a brand, brand innovation and slow, poor quality of their own brands. Finally the status quo and for these reasons, the proposed export of China's foreign trade measures to implement brand strategy, including the Government want to create a good environment for the brand, strengthen brand awareness of enterprises, the enterprises should improve the quality of export products and enhance trademark protection, enterprises should actively research and development, to promote independent innovation.

【Key word】:Exports; brand; the implementation of the strategy

II

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