從廣交會看品牌發展策略對我國出口企業的影響

國際貿易論文編號:GM006    論文字數:11330,頁數:16

目  錄

1 我國最大的貿易品牌---“Made In China” .....................2
1.1目前我國企業的貿易現狀 ....................................2
1.2為什么我國的第一大“品牌”會成為品牌發展的問題 ............3
2  從企業貿易策略看企業品牌問題.............................. 4
2.1企業貿易策略的發展進程 ....................................4
2.2“MADE IN CHINA”在傳統貿易策略中面臨的壓力 ...............4
2.3讓“ODM”代替“OEM”——貿易策略轉型的提出 ................6
3  轉型途徑——品牌發展策略與政府支持........................ 7
3.1何謂品牌發展策略 ..........................................7
3.2品牌是復雜的文化系統 ......................................8
3.3 企業如何構建品牌策略 .....................................9
3.4 政府對貿易環境的扶持 .....................................10
4  企業在轉變過程中創立品牌策略的措施 ........................13
4.1 建立具有較高的質量和服務水平 .............................13
4.2 大力依靠科技進步  滿足時代的需求 .........................13
4.3加快人力資源開發  組建“品牌隊伍” ........................13
4.4 真正以顧客為導向 .........................................13
結    語 .....................................................14
參考文獻..................................................... 15
致   謝 ......................................................16

摘    要

      今天的中國外貿企業正面臨競爭加劇、成本攀升的內患；以及“MADE IN CHINA”使得某些外國認為中國產品低劣化,無文化搭載的現象愈來愈嚴重,再加上國際高端品牌強勢入圍的外憂，這使得中國外貿企業急需尋找行業突圍之路。品牌價值的地位在全世界已經舉世矚目，中國外貿企業也應當尋找契機，從“貼牌生產”轉變為“設計生產”，只有品牌的力量才能夠促進中國外貿企業進行策略轉型。而品牌的核心就是創新。因此，眼下從面對國際競爭挑戰和本土成長機遇的雙向角度，探討品牌策略對中國外貿企業的全面提升具有深遠意義.
針對企業目前的外貿進出口形勢，結合現狀分析企業的進出口產品為何呈現低品質,傾銷品的問題,重點提出外貿行業國際競爭力的關鍵瓶頸問題;確定目前中國外貿企業急需改變的基本策略---品牌發展策略；開發應用品牌策略的運作方向,分析其成本與受益,在品牌策略的動態演變中不斷摸索與前行中總結經驗,為重點外貿企業的發展模式、關鍵技術、系統及相關問題提供理論與實踐指導；同時提出政府政策對于品牌發展策略以及我國企業外貿事業的積極影響 .結合案例的分析,找出轉變過程中存在的問題和解決的方案.

【關鍵詞】OEM(貼牌加工生產)    ODM(委托設計生產)     品牌發展

Abstract

Nowadays the Chinese foreign trade industry is facing the internal difficulties of intensifying competition and rising cost. It is more and more severe that some foreign countries consider the Chinese product low-grade and non-cultural because of “made in China” products, moreover, the impact of the international top brand, which makes the Chinese foreign trade industry urgently find a solution to this situation. We’ve already highlighted the brand-value world-wide, so the Chinese foreign trade industry should also seek some opportunities turning “Making Great Power” to “Creating Great Power”. The power of brand can improve the strategy transfer of foreign trade enterprises. And the core of the brand is innovation, so it is very significant to probe brand strategy to foreign trade enterprises from the aspects of international competition challenge and domestic opportunity.
This thesis analyses why the import-and-export products are low-grade, the problems about dumping and especially the bottleneck problem of the international competition ability in the Chinese foreign trade industry, which is based on the current situation of foreign trade industry. We discuss the basic strategy, brand-development strategy, which needs promoting urgently, then the direction of opening brand strategy and the cost and the benefit. The experience from the procedure of developing is summed up and conducts the theory and the practice. Meanwhile, the government policy on the brand-development strategy is raised, which strongly affects the Chinese foreign trade industry. At last, we try to find the dubious problems and the way to solve this problem.

【Key Words】OEM; ODM; Brand Development;