工商管理毕业论文品牌战略.doc

摘 要 品牌是给拥有者带来溢价产生增值的一种无形的资产，它是市场经济中竞争的产物。在我国外贸出口的产品中，由于企业的品牌意识比较淡薄和长期依赖“贴牌生产”，导致出口产品的品牌化程度低，缺乏自主的品牌和世界级品牌，使我国品牌竞争力不敌外国品牌，我国品牌面临着更加严峻的挑战。面对这种形式，国内品牌公司纷纷寻找自己的出路，或与国外品牌合作,或被跨国公司收购，结果导致民族品牌的地位每况愈下。浙江作为全国的出口大省，同样面临这样的局面。在这种情况下，提出品牌战略，对于提高浙江省外贸企业的产品和服务的竞争地位是非常必要的，它既可以在国内竞争上有立足之地，同时又可走出国门，与国外企业的知名品牌相互竞争，开拓国际市场，品牌战略已成为了国内品牌生存的必由之路。 关键词：浙江；外贸出口；品牌战略；实施；研究Abstract Brand is a kind of intangible assets bringing premium to owners to produce added value. It is the product of competition in the market-oriented economy. In the foreign trade export of our country ,our brand competitiveness 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 world-class brand . It leads to ba faced with serious challenges.In the face of this form, the domestic brand companies cooperate with foreign brands or be acquired by multinational companies 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 competitive position of products and services of foreign trade enrerprise in Zhejiang province. The brand can have a foothold in the domestic competition,and it also can go abroad to compete with well-known 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 录 摘 要 I Abstract II 第1章 绪论 1 第2章 品牌战略的定义及内容 2 2.1品牌战略的定义 2 2.2品牌战略的内容 2 2.2.1单一品牌战略 2 2.2.2多品牌战略 2 2.2.3无品牌战略 3 第3章 品牌战略对中国外贸出口的意义 4 3.1品牌战略有助于中国企业开拓国际市场 4 3.2品牌战略有效地避免反倾销措施和其他贸易保护主义 4 3.3品牌战略可以提高出口经济效益 4 3.4品牌战略保证产品定位和产品形象的统一和长期稳定持续性的发展 4 3.5品牌战略给消费者提供其所需的充足信息 5 第4章 浙江外贸出口品牌战略的现状 6 4