中国制造品牌发展的问题、原因与提升研究

Development of Made in China Brand: Problems, Causes and Upgrade Strategies

缺乏品牌是中国制造大而不强的显著标志之一,也是中国制造产品难以进入国际中高端市场的重要原因。实现"中国产品"向"中国品牌"的转变是中国制造转型升级的必然道路。本文通过文献研究、专家访谈、问卷调查、企业研讨、案例分析等多种研究手段分析了中国制造品牌的总体状况与问题,从宏观发展因素、企业经营因素、产品/服务质量因素以及舆论宣传因素等方面剖析了问题产生的原因,并针对政府和企业在中国制造品牌建设中的不同定位和作用提出相应的建议措施。

The lack of brands is one significant sign of Chinese-made goods known as large but not strong, and it is an important reason that Chinese products are very difficult to enter the international high-end market. The change from ＂Chinese products＇to ＂Chinese brand＂is an inevitable way for transformation and upgrading of China Manufacturing. Through a variety of research methods including literature reviews, expert interviews, surveys, case studies, etc., this paper describes the overall situation and problems of Chinese brand development and analyzes the causes from the perspectives of macro factors, business factors, product/service quality factors and the medium factors. According to the different roles played by the government and the enterprises in Chinese manufacturing brand development, this paper brings out strategic suggestions, respectively.