“双循环”新发展格局下中国品牌创新发展战略与路径

The Chinese Brands’Innovative Development Strategy and Path under the New Development Pattern of“Dual Circulation”

品牌是高质量发展的重要象征,加强品牌建设是满足人民美好生活需要的重要途径。在“以国内大循环为主体、国内国际双循环相互促进的新发展格局”背景下,中国品牌创新发展具有重要意义。“双循环”新发展格局下中国品牌面临新的发展环境,既有发展机遇又有发展挑战。回顾中国品牌发展历程和现状,从品牌发展不均衡、品牌国际影响力有限、品牌价值较低、品牌质量与技术不稳定、品牌国际化进程缓慢等方面剖析存在的问题,从OEM的生产方式的历史、企业品牌管理基础与经验不足、品牌同质化严重、来源国效应与消费者刻板印象、全球贸易与营销环境复杂化等方面剖析问题的成因;对中国品牌面临的国际国内发展环境进行分析,从中国超大规模经济、丰富完整的产业链、超大规模市场、品牌发展基础、消费升级、科技与产品创新、政策环境等方面分析“双循环”新发展格局下中国品牌发展的机遇,从国际市场的不确定性和跨国营销面临的挑战、国际市场的竞争及国内市场竞争国际化、国际产业链供应链安全风险增加、新兴经济体追赶与发达国家再工业化带来的竞争等方面探讨中国品牌发展面临的挑战;从立足国内市场,抓住国内消费升级、科技创新和中国式现代化发展的机遇,加快品牌跨越式发展和国际化发展等方面,提出“双循环”新发展格局下中国品牌创新发展战略思路;从增强品牌意识,增加品牌营销投入,以中国式现代化引领品牌高质量发展,基于消费升级推动品牌升级,借力数智新技术促进品牌创新成长,畅通城乡循环引导农村市场品牌化发展,积极拓展海外市场、加强培育国际品牌等方面,提出“双循环”新发展格局下中国品牌创新发展的实践路径。

Brand is an important symbol of high-quality development,and strengthening brand building is an important way to satisfy people’s need for a better life.Under the background of the“dual circulation”new development pattern with domestic circulation as the mainstay and domestic and international circulation promoting each other,the innovative development of Chinese brands is of great significance.Chinese brands are facing a new development environment under the“dual circulation”new development pattern,which not only provides opportunities but also challenges.This paper reviews the development history and current situation of Chinese brands,and analyzes the existing problems from the aspects of unbalanced brand development,limited international brand influence,low brand value,unstable brand quality and technology,and slow internationalization process of brands.The causes of these problems are analyzed from the perspectives of the historical production mode of OEM,inadequate foundation and experience in enterprise brand management,severe brand homogeneity,source country effects and consumer stereotypes,and the complexity of global trade and marketing environment.The opportunities for Chinese brand development under the“dual circulation”new development pattern are analyzed from the perspectives of China’s super-large scale economy,rich and complete industrial chain,super-large scale market,brand development foundation,consumption upgrading,technology and product innovation,and policy environment.The challenges faced by Chinese brand development are discussed from the perspectives of the uncertainty of the international market and the challenges faced by cross-border marketing,competition in the international market and the internationalization of domestic market competition,increasing security risks in international industrial chain and supply chain,and competition brought by the catch-up of emerging economies and the reindustrialization of developed countries.Based on the opportunities mentioned,this paper proposes a strategy thinking for innovative development of Chinese brands under the“dual circulation”new development pattern,which includes grasping the opportunities of domestic consumption upgrade,technological innovation,and China’s modernization,accelerating the leapfrog development and internationalization of brands.This paper also puts forward the practice paths of Chinese brand innovation and development under“dual circulation”new development pattern,which includes strengthening brand awareness,increasing brand marketing investment,leading brand high quality development with Chinese-style modernization,promoting brand upgrade based on consumption upgrade,promoting brand innovation growth based on digital new technologies,smoothening urban and rural circulation to guide the rural market brand development,and actively expanding overseas markets,strengthening cultivating international brand,etc..