基于跨境电子商务的中国制造业自主品牌建设研究

Research on Self-owned Brand Building of Chinese Manufacturing Industry Based on Cross Border E-commerce

中国制造业高速发展,规模很大但品牌缺失,产品附加值低。跨境电子商务的发展给中国制造业品牌建设带来了新的契机和途径。阐述中国制造业建设自主品牌的必要性和可行性,分析基于跨境电子商务建设中国制造业自主品牌的影响因素,在此基础上提出具体的建设措施。

The manufacturing industry is booming with larger scale,less well-known brands and lower added value in China. The development of cross-border e-commerce has brought new opportunities and ways for brand building in China＇ s manufacturing industry. This paper expounds the necessity and feasibility of constructing independent brand in China＇ s manufacturing industry,and analyzes the influencing factors of China＇ s manufacturing industry based on cross-border e-commerce,and then puts forward concrete construction measures.