从贴牌生产到自创品牌——中国企业跨国经营的战略选择

From the Production under the Authorization of Other's Brand to the Creation of One's Own Brand——A Strategic Choice for Chinese Enterprises to Have Transnational Business Operations

在全球产业分工体系中,中国企业面临着许多挑战,虽然贴牌生产是适合当前中国企业跨国经营的必然选择,但从长远看,中国企业要在世界范围内立足,没有自己的品牌,充其量只能是一间效益好的产品加工厂而已。因此,中国企业不能满足于贴牌生产,更要重视在国际市场上加强品牌建设,打造中国的自有品牌。

In the division of global industries, Chinese enterprises are facing with many challenges. It is now a reasonable choice for Chinese enterprises to organize their productions under the authorization of others' brands in their transnational business operations, but from a long-term point of view, these enterprises will at best become some manufacturing factories enjoying good profits if they don' t have their own brands but want to keep surviving in the world market. Therefore, Chinese enterprises should not rest upon the production under the authorization of others' brands, but should make effort to create their own brands in international market.