“假洋品牌”现象分析及其转型发展探讨

本文从消费心理学以及当代中国特色市场经济条件下中小型企业发展的角度,分析了"假洋品牌"现象萌发的前因后果;以欧典地板被揭发为"假洋品牌"等案例说明"假洋品牌"对企业发展的危害性,阐述了"假洋品牌"现象终将消亡的观点;对现存的"假洋品牌"企业从宣传、营销等多个角度探讨了其转型的发展方向,为国内中小型企业创业者提出了一些参考意见。

From the perspectives of consumptive psychology and development of small and medium-sized enterprises under the condition of contemporary Chinese special market economy,this paper analyzes the advent of causes and effects of fake foreign brands,takes the case of fake European classic floor board to demonstrate the harmfulness of fake foreign brand to enterprise development,and elaborates the opinion that the phenomenon of fake foreign brands will eventually disappear.The paper discusses the development direction of existing fake foreign brand enterprises from the perspectives of propaganda and marketing and so on,and provides the entrepreneurs of small and medium-sized enterprises with some reference suggestions.