广西工业品牌拓展东盟市场的路径探析

Paths for Guangxi Industrial Brands to Expand ASEAN Markets

东盟市场已经成为广西工业产品的主要出口市场,广西著名工业品牌、一般工业品牌、新创工业品牌在品牌知名度、产品质量、技术先进性、国际经营人才和经验等方面有较大差异,这些品牌所在企业在开拓东盟市场时"创建品牌"、"推广品牌"、"亮响品牌"、"伸展品牌"的路径和过程就不同,采取"单独开拓"、或"与文化产业联姻开拓"、或"与国内外品牌联姻开拓"的方式也有别,应针对不同品牌特性,采取不同的路径和对策,进一步拓展东盟市场,促进广西工业品在东盟市场的转型升级。

The ASEAN markets have become the main export markets of the industrial products of Guangxi. There are large differences in such respects as brand recognition, product quality, technical advancement and talents/experi- ence for international business operation etc. regarding to well-known industrial brands, ordinary industrial brands and newly-created brands in Guangxi. Enterprises of these brands thus have different paths and processes during ＇brand establishment＇, ＇brand promotion＇, ＇brand advertising＇ and ＇brand extension＇ on the ASEAN markets, leading to the different ways of ＇alone exploitation＇, ＇joint exploitation with cultural industry＇ or ＇joint exploitation with domestic and overseas brands＇. Therefore, different paths and countermeasures should be adopted in line with the characteris- tics of different brands, so as to further expand the ASEAN markets and promote the transformation and upgrading of Guangxi industrial products in the ASEAN markets.