摘要：随着经济全球化发展的步伐加快，中国也开始加入其中。中国作为发展中国家代表，外贸出口行业也随着经济全球化蓬勃发展起来。我国外贸企业不仅要面临国内的行业间竞争，更要面对来自世界各地的海外商业巨头所带来的挑战与压力。在产品差异化越来越低的现今我国外贸企业应当重视企业的品牌建设。市场需求远比生产产品重要得多，而要想占据市场最好的基础就是有一定地位的品牌。品牌，代表着价值、地位、品质、承诺，一个好的品牌可以发挥强大的扩散效应，帮助企业进行有效的宣传，提升客户忠诚度，对企业科学可持续发展发挥拓展效应，还有更多的难以言喻的高附加价值。本文共分五个部分，以我国出口品牌发展现状和方太品牌发展为例，提出问题并分析影响出口品牌发展的因素，并在借鉴西方企业品牌发展成功经验的基础上，总结我国出口品牌发展战略对策。82280

毕业论文关键词： 外贸出口；品牌战略；优势；品牌发展

The Study of the Development Strategy of China's Export Brand - Taking FOTILE as an Example 

Abstract: Economic globalization has accelerated, and China has begun to devote itself to the upsurge of world development。 China as a developing country, in the process of global economic development, foreign trade and export industry also will be rapid and vigorous development。 China's foreign trade enterprises not only to face the domestic industry competition, but also to face from around the world of overseas business giants brought challenges and pressures。 In the case of product differentiation trend more and more obvious, we should focus on corporate brand building。 Having a market is more important than owning a factory, and the only way to own a market is to have a dominant brand。 Brand, representing the value, status, quality, commitment, a good brand can play a strong diffusion effect, to help enterprises to effectively promote and enhance customer loyalty, the sustainable development of enterprise science to play a role in expanding, there are more Unspeakable high added value。 This paper is pided into five parts, taking the development of China's export brand and the development of FOTILE brand as an example, and puts forward the problems and analyzes the factors that affect the development of export brand。 Based on the successful experience of western brand development, this paper summarizes the development strategy of China's export brand Countermeasure。

Key Words: Export; brand strategy; advantages; brand development

目  录

一、绪论

1。1研究背景 1

1。2 研究目的与意义 1

1。3 文献综述 2

1。4 研究思路及方法 4

二、我国出口品牌发展现状及存在的问题 5

2。1 我国出口品牌发展概况 5

2。2 宁波方太基本概况及发展历史回顾 6

2。2。1 宁波方太出口品牌发展现状 7

2。2。2 宁波方太出口取得的成绩 8

2。2。3 宁波方太出口存在的问题 9

2。3 我国出口品牌发展存在的问题 9

三、我国出口品牌发展战略影响因素分析 11

3。1 出口政策对出口品牌发展的影响 11

3。2 市场变化对出口品牌发展的影响