从“中国制造”到“中国创造”的品牌建设之路

The Way From Made-in-China To Created-in-China: Brand Building

中国是制造大国但不是制造强国,面临利润微薄、产品低端和自主品牌少等诸多尴尬。从“中国制造”向“中国创造”的转变是中国经济的未来发展战略,但目前“中国创造”凸显三大软肋:缺乏核心技术、缺乏全球知名本土品牌和缺乏品牌建设的观念和体制。中国的品牌建设之路势在必行。以企业为主体,品牌建设的路径依赖与品牌建设者对品牌个性的独到理解、品牌策略的灵活运用和品牌战略的长远规划分不开。

China is a big manufacturing country rather than a strong one, facing the embarrassments of small profits, low value-added products and few world-famous local brands. The change from Made-in-China to Created-in-China is the development strategy for China＇s economic future. However, at present Created-in-China have three disadvantages： lacking core technology, lacking world-famous local brands and lacking the notion and system of brand building. The way of change may depend on three respects： regarding the enterprises as brand-building principal, emphasizing unique appreciation of brand individuality and combining flexible brand tactics with long-term planning of brand strategy.