摘要
总需求不足是当前经济运行面临的突出矛盾,恢复和扩大消费是当前经济工作的首要任务。从消费市场角度来看,扩大内需战略实施主要面临居民消费趋于谨慎、数量消费动能减弱、低价消费文化特征显现、服务消费尚未充分带动制造业高质量发展四个挑战。针对挑战,本文以“统筹扩大内需和深化供给侧结构性改革”为指导思想,从实体经济发展和品牌战略升级的角度研究扩大内需战略的实施路径,提出品牌战略需要从“以消费者需求为中心”转向“以消费者体验为中心”,并在解构中等收入群体正面体验价值的基础上,提出以品牌思想力创造市场增量空间,推动供给与需求实现持续向上动态平衡的具体策略。
Insufficient aggregate demand is a prominent contradiction in current economic operation,and restoring and expanding consumption is the first task for current economic work.From the perspective of the consumer market,the implementation of the strategy of expanding domestic demand mainly faces four challenges:cautious consumption by residents,weakening momentum of quantitative consumption,emerging cultural characteristics of low-cost consumption,and insufficient service consumption to fully drive high-quality development of the manufacturing industry.In response to the challenges,guided by the guiding ideology of“comprehensively expanding domestic demand and deepening supply-side structural reform”,this paper studies the implementation path of expanding domestic demand strategy from the perspective of real economic development and brand strategy upgrading,proposes that brand strategy needs to shift from“consumer demand centered”to“consumer experience centered”,and on the basis of deconstructing the positive experience value of middle-income groups,propose specific strategies to create market incremental space with brand ideology and promote a sustained upward dynamic balance between supply and demand.
作者
殷夏
YIN Xia(China National Commercial Information Center,Beijing 100038)
出处
《中国商论》
2023年第7期29-33,共5页
China Journal of Commerce
关键词
内需
品牌战略
品牌思想力
体验价值
中等收入群体
domestic demand
brand strategy
brand ideological power
experience value
middle-income group
