品牌戰(zhàn)略研究本科(已修改)
2024-12-22 09:05 本頁(yè)面
【正文】 浙江理工大學(xué)成人高等教育畢業(yè)設(shè)計(jì)（論文） I 摘 要 品牌是給擁有者帶來(lái)溢價(jià)產(chǎn)生增值的一種無(wú)形的資產(chǎn)，它是市場(chǎng)經(jīng)濟(jì)中競(jìng)爭(zhēng)的產(chǎn)物。在我國(guó)外貿(mào)出口的產(chǎn)品中，由于企業(yè)的品牌意識(shí)比較淡薄和長(zhǎng)期依賴“貼牌生產(chǎn)”，導(dǎo)致出口產(chǎn)品的品牌化程度低，缺乏自主的品牌和世界級(jí)品牌，使我國(guó)品牌競(jìng)爭(zhēng)力不敵外國(guó)品牌，我國(guó)品牌面臨著更加嚴(yán)峻的挑戰(zhàn)。面對(duì)這種形式，國(guó)內(nèi)品牌公司紛紛尋找自己的出路，或與國(guó)外品牌合作 ,或被跨國(guó)公司收購(gòu)，結(jié)果導(dǎo)致民族品牌的地位每況愈下。浙江作為全國(guó)的出口大省，同樣面臨這樣的局面。在這種情況下，提出品牌戰(zhàn)略，對(duì)于提高浙江省外貿(mào)企業(yè)的產(chǎn)品和服務(wù)的競(jìng)爭(zhēng)地位是非常必要的，它既可以在國(guó)內(nèi)競(jìng)爭(zhēng)上有立足之地，同時(shí)又可走出國(guó)門(mén)，與國(guó)外企業(yè)的知名品牌相互競(jìng)爭(zhēng)，開(kāi)拓國(guó)際市場(chǎng)，品牌戰(zhàn)略已成為了國(guó)內(nèi)品牌生存的必由之路。 關(guān)鍵詞 ： 浙江；外貿(mào)出口；品牌戰(zhàn)略；實(shí)施；研究浙江理工大學(xué)成人高等教育畢業(yè)設(shè)計(jì)（論文） Abstract Brand is a kind of intangible assets bringing premium to owners to produce added value. It is the product of petition in the marketoriented economy. In the foreign trade export of our country ,our brand petitiveness was worse than that of forein country .Because of our weak consciousness of band and long time dependence on original equipment manufacturer , the brand of export products has a low degree and has a lack of autonomous and a worldclass brand . It leads to ba faced with serious the face of this form, the domestic brand panies cooperate with foreign brands or be acquired by multinational panies to look for their own way. as a result, national brands go downhill . Zhejiang rovince, as a big national exporting province, is also facing such situation. In this case, it’s necessary to put forward the brand strategy to improve the petitive position of products and services of foreign trade enrerprise in Zhejiang province. The brand can have a foothold in the domestic petition,and it also can go abroad to pete with wellknown brands in foreign enterprises to develop the international market. Brand strategy is the inevitable course to make the domestic brands exisit in the international markets. Key words: Zhejiang。foreign export。brand strategy。implementation。research 目 錄 摘 要 ............................................................ 2 Abstract ........................................................... 2 浙江理工大學(xué)成人高等教育畢業(yè)設(shè)計(jì)（論文） 第 1 章 緒論 ........................................................ 1 第 2 章 品牌戰(zhàn)略的定義及內(nèi)容 ........................................ 2 品牌戰(zhàn)略的定義 ............................................... 2 品牌戰(zhàn)略 的內(nèi)容 ............................................... 2 單一品牌戰(zhàn)略 ............................................. 2 多品牌戰(zhàn)略 ............................................... 2 無(wú)品牌戰(zhàn)略 ............................................... 3 第 3 章 品牌戰(zhàn)略對(duì)中國(guó)外貿(mào)出口的意義 ................................ 4 品牌戰(zhàn)略有助于中國(guó)企業(yè)開(kāi)拓國(guó)際市場(chǎng) ........................... 4 品牌戰(zhàn)略有效地避免反傾銷(xiāo)措施和其他貿(mào)易保護(hù)主義 ............... 4 品牌戰(zhàn)略可以提高出口經(jīng)濟(jì)效益 ................................. 4 品牌戰(zhàn)略保證產(chǎn)品定位和產(chǎn)品形象的統(tǒng)一和長(zhǎng)期穩(wěn)定持續(xù)性的發(fā)展 ... 4 品牌戰(zhàn)略給消費(fèi)者提供其所需的充足信息 ......................... 5 第 4 章 浙江外貿(mào)出口品牌戰(zhàn)略的現(xiàn)狀 .................................. 6 基本現(xiàn)狀 ..................................................... 6 浙江外貿(mào)出口實(shí)施的品牌戰(zhàn)略體現(xiàn)的特點(diǎn) ......................... 7 出口商品品牌化程度低 ..................................... 7 品牌營(yíng)銷(xiāo)意識(shí)淡薄 ......................................... 8 品牌的自我保護(hù)意識(shí)淡薄 ................................... 8 第 5 章 浙江外貿(mào)出口品牌戰(zhàn)略問(wèn)題及原因 .............................. 9 ............................................... 9
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