基于外贸企业品牌战略的分析与对策

Analysis and Countermeasures on Brand Strategy in Foreign Trade Enterprises

改革开放以来,我国外贸持续快速发展。但由于品牌建设意识淡薄,我国在国际分工中总体上还处于加工制造这一低附加值环节,外贸增长质量不高,后劲不足。外贸企业必须从战略的高度,大力推进自主品牌建设,提升出口商品的竞争优势。

Since the opening up and reform, the foreign trade has been developing very quickly in China. However, without paying much attention to brand-setting, China has been in the low-profit-mak- ing Level---the processing trade that sets back our foreign trade development. From the strategy angle, the foreign trade enterprises must push the brand-setting and make the export products more competitive.