我国外贸品牌发展中的问题及对策
毕业论文 关键词：外贸企业; 品牌战略; 创新; 竞争力
China's Export Brand Problems and Countermeasure
Abstract: Nowadays,competition among enterprises is growing more intense. Word brands with great strength and advanced technology pour internal walks of life,to lead to the development veining of our country's brands is not optimism.The brand has always been the absence of China's exports, one of the primary problems faced by, in order to promote the further development of China's export trade and boost the international competitiveness of export products. It is necessary to bump up the export intensity of implementing the brand strategy to further strengthen the export brand building work.Through theoretical research and empirical relative analysis, economics favor to the Chinese foreign trade corporations to avoid trade friction, improve additional products' value, to provide long time healthy development of the reference. This paper analyzes China's export brand problems, such as foreign trade products are mainly for OEM production; foreign trade enterprises to the brand development and management of a general lack of awareness; general lack of brand connotation; brand marketing investment is not enough, the way is single; later on brand management and protection not enough attention and so on ,puts forward brand- building measures in the view of government and enterprises and so on, these responses to the implementation of the strategy o f export brands is of great positive meaning.
Key words: Export corporations; Brand strategy; Renovation; Competitive strength.
目 录
摘 要: 1
Abstract 1
一、我国外贸品牌的发展现状 2
（一）品牌建设情况 2
（二）品牌投入占总投入的比例 3
（三）区域的品牌发展状况 3
二、我国外贸品牌发展中的问题 4
（一）政府支持体系有待完善 4
（二）企业品牌力量有待提升 5
（二）品牌发展策略中存在误区 7
三、促进我国外贸品牌发展的对策 8
（一）针对政府方面的对策 8
（二）针对企业方面的对策 9
（三）针对品牌发展误区的对策 10
参考文献 13
致谢 14
我国外贸品牌发展中的问题及对策
前言
我们生活在一个充满经济元素的时代，买方市场的时代，产品类型和不同品牌到处都是，如何通过消费者的选择越来越难。品牌是消费者选择的，除了产品本身的功能和性能，品牌意识、信誉和亲和力是非常重要的，没有这些作为基础，供消费者选择的产品是不可能成功的。在现代营销中，品牌所代表的不仅仅是一个简单的营销关系，而且有着深刻而广泛的社会文化与内涵。中国现在是世界第三大贸易国和最大的出口国。多年来中国外贸公司交易量持续增长，但因为出口产品核心竞争力和知名品牌贫乏，导致国际贸易摩擦无休无止。品牌作为一种无形资产促使一国经济增加和文化提升，权衡一国经济发展水准和经济可持续发展能力。衡量国家竞争力的一个重要标志是知名品牌的产品和服务的比例。因此，打造世界名牌，品牌化发展战略，提升中国出口外贸竞争力的核心，就现在来看，是中国外贸企业的主要问题。
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