摘要
中国虽然已经是世界第一出口大国,但是自主品牌出口额占比依然很低,出口利润微薄、抗风险能力薄弱等隐忧并未得到很大改观。造成这种不利局面的主要原因在于政府促进自主品牌发展的政策力度缺乏针对性、企业误把出口份额当作市场份额、对品牌内涵新演变认识不足等。要促进中国自主品牌出口,需建立直接以自主品牌产品出口数量和金额为激励标准的机制,引导企业认识自主品牌的战略价值,感受品牌内涵的新演变,体验"品牌消费时代"的营销理念、手段和方法。
China has become the largest exporter in the world,but its independent brand products still account for very small proportion in its export sales,and little improvement has been made in export sales benefit and weak anti-crisis ability.These disadvantages mainly result from that facts that government failed to make export policies relevant,and enterprises mistake the market share for export share and have inadequate understanding of the new change of brand connotation.In order to promote export of China＇s independent brand products,it is necessary to build an incentive mechanism directly related to the quantity and amount of sales,and help the enterprises realize the strategic value of independent brand products,and organize enterprises to have a field trip to America and Europe to experience the new evolution of brand connotation and the marketing concept,means and methods in the brand-consuming age.
出处
《合肥师范学院学报》
2011年第4期69-73,共5页
Journal of Hefei Normal University
关键词
品牌
自主品牌
出口
brand
independent brand
export
