重塑品牌价值链:提升我国高端品牌竞争力的途径探讨

Enhancing the Competitiveness of China's High-end Brands:Reshaping the Brand Value Chain

目前,中国消费者已成为全球第一大高端品牌消费群体,但我国有竞争力的高端品牌却寥寥无几,本土消费者高端品牌的购买主要是在国外市场实现的。面对国外高端品牌的竞争压力,不断提升本土高端消费品产业竞争力,有效满足国内外市场对高端品牌的需求,就显得非常必要而迫切。国际知名高端品牌之所以受到众多消费者的认可或追捧,是因为这些品牌成功打造了顾客导向的品牌价值链,进而提升了品牌的忠诚度和竞争力。本研究借鉴国外知名高端品牌价值链构建成功经验,立足中国高端品牌现状,从企业和产业发展两个视角,探讨重塑本土高端品牌价值链的基本思路和对策。

At present, China has become the largest high-end consumer group in the world, but there are just few premium brands with competitiveness in China. The Chinese consumers mainly go to buy high-end goods in the foreign markets. Facing competitive pressure of foreign premium brands, we need to improve the local high-end brands and industrial competitiveness, to effectively meet the domestic market demand of the high-end goods. Inter- nationally renowned high-end brands have been recognized and sought by many consumers because these brands have successfully created a customer-oriented brand value chain, enhancing the brands＇ taste and competitiveness. By learning the experience of the well-known brands in the construction of the value chain, this paper analyzes the situation of the Chinese high-end brands from the perspectives of business and industrial development, and explores into the basic ideas and measures for reshaping the local value chain of the high - end brands in a comprehensive and deep way.