中国品牌差距研究综述与分析

The Literature Review of Chinese Brands' Gaps and Analysis

本文以综述已有研究的方式,并以汽车为例,总结与分析中国品牌和国际知名品牌之间的差距,这些差距体现在品牌价值、产品品牌形象和产品原产国形象等方面。当前打造中国汽车国际知名品牌的特殊困难在于企业规模小、生产集中度低、质量不稳定、缺乏核心技术、品牌定位不准确等。基于已有研究的不足,提出未来研究的方向可能是产品品牌、公司品牌和国家品牌间的关系及它们对国际消费者品牌评价的综合影响机理,中外品牌对比研究等。

This paper summarizes and analyses the gaps between Chinese brands and world famous brands by the way of re- viewing the existing researches. The gaps are reflected in brand value, product brand image, product country - of - origin image, and so on. Taking the automobile as an example specifically, this paper summarizes and analyses its gaps in the brand aspect. Finally, this paper points out the limits of the existing researches, summarizes the special difficulties of making Chinese world fa- mous brands.