我国品牌被侵蚀的成因及对策研究

The Reasons and Countermeasures for Chinese Brands Being Corroded

近年来 ,几乎所有大型跨国公司都把中国作为其全球战略的一个重点 ,并把在华的经营重点 ,从贸易和技术转让转变为建立生产基地 ,由商品输出变为资本输出和品牌输出 ,使得我国新一轮的竞争进入品牌的角逐。世界名牌大举进军中国市场 ,一方面 ,唤醒了政府和企业的名牌意识 ;另一方面 ,也给中国品牌带来了危机与挑战。一些中国品牌包括名牌 ,或者通过OEM (贴牌 )、或者在合资合作的过程中 ,被严重侵蚀。所以必须分析造成品牌被侵蚀的成因和外资企业侵蚀我国品牌的手段 。

In recent years,almost all the large multinational corporation have taken china as the key parts of there global strategies.Now they have changed their operating focal point form trade and making-over techniques to seting up the producting basis, and commercial export to capital and brands export, which make the next new competition change into the brands competition.Many world famous brands get entered in China's market.On the one hand, they arouse the famous brands realization of Chinese government and corporations, on the another hand, they bring about the crisises and challenges to Chinese brands. Some Chinese brands, including brand-names, in OEM or during the process of capital combinination and cooperation, are corroded. So this paper not noly analyses the reasons that lead to brands corrosion and the means that foreign corporations corroded Chinese brands,but also suggest some countermeasures to prevent and against foreign brand corrosion.