摘要世界经济一体化正在加快的时代，科学技术也随之飞速发展，各国之间的竞争日益激烈，品牌国际化已经成为核心课题，每个国家都对自己国家的品牌加以维护和推广。而品牌竞争力也代表了国家的综合国力，经济实力，商业化发展程度；有没有国际品牌，品牌竞争力的大小，已成为一个指标，关于地区以及国家竞争力的指标。想要使我国从贸易大国成为贸易强国，就要加速我国对外贸易的发展，那么品牌营销策略就变得十分关键了，我们要尝试创出属于中国自己的世界名牌。 总结对外贸中品牌营销所存在的问题，例如：出口商品化程度较低；关于品牌的自我保护意识非常薄弱；无法将附加价值最大化；综合竞争力不强；营销手段更是有单一化的问题。要去分析﹑总结我国对外贸易中品牌营销的现状与所存在的问题，提出适合我国的品牌营销策略：更要充分拓展品牌营销中的政府的职能；实施更好的战略扩大品牌营销范围；提高品牌的竞争力；在保持国内市场的情况下，积极的去拓展国际市场，提出更好的方针政策，来解决目前对外贸易中品牌营销所存在的问题，提高有影响的国际品牌数量，更好的带动中国经济实力的发展，全面提升我国的综合国力。 79886

毕业论文关键词：经济贸易一体化、贸易竞争力、营销问题、品牌营销

An Analysis of the Current Situation and Strategy of Brand Marketing in China 's Foreign Trade

World economy is accelerating the era of science and technology also will be the rapid development of competition between countries increasingly fierce, brand internationalization has become the core issue, each country has its own country to maintain and develop the brand。 And brand competitiveness also represents the country's comprehensive national strength, economic strength, commercial development level; there is no international brand, brand competitiveness of the size, has become an indicator, on the regional and national competitiveness of the indicators。 Want to make our country from the trade power to become a trade power, we must accelerate the development of China's foreign trade, then the brand marketing strategy becomes very critical, and we have to try to create their own world famous brand。 Summed up the problems of brand marketing in foreign trade, such as: the degree of commercialization of exports is low; on the brand's self-protection awareness is very weak; can not maximize the added value; comprehensive competitiveness is not strong; marketing means is a single problem。 To analyze and summarize the status quo and problems of brand marketing in China's foreign trade, and put forward the brand marketing strategy which is suitable for our country: we should fully expand the function of the government in brand marketing; implement a better strategy to expand the brand marketing scope; Brand competitiveness; in the case of maintaining the domestic market, the positive to expand the international market, put forward a better policy, to solve the current foreign trade brand marketing problems, improve the number of influential international brands, better The development of China's economic strength, and comprehensively enhance China's comprehensive national strength。 Analysis。

KeyWords： Economic and trade integration、Trade competitiveness、Marketing issues、Brand Marketin

目录

前言 3

一、我国对外贸易中品牌营销的研究情况现状 4

(一)与行政配合行动少，缺乏充足合作机制 4

(二)我国对于市场区域的划分非理性 5

(三)滥用粗放型增长方式