东莞商标品牌现状分析与比较研究

Status Analysis and Comparative Study of Brand Building in Dongguan

广东东莞号称"世界工厂",但其所拥有的驰名商标数量、已有商标品牌在国内国际的知名度和美誉度却不尽如人意。通过与广州、深圳、佛山、温州、泉州等城市进行对比分析,发现东莞在商标品牌建设上存在较大差距。为推动"东莞制造"向"东莞智造"转型升级,东莞市应继续实施"品牌立市"、名牌带动战略,积极培育具有良好市场声誉的商标品牌,打造"品牌集群",构筑广东名牌"东莞板块",提升东莞的城市形象和竞争力。

Despite the title of ＂world factory＂, the city of Dongguan possesses fewer global brands or even national well-known trademarks. Through comparative analysis, the author finds that in terms of brand building, there is a big gap between Dongguan and some other cities like Guangzhou, Shenzhen,Foshan, Wenzhou and Quanzhou. To transform ＂made in Dongguan＂ to＂smart manufacturing in Dongguan＂, we should continue to implement the strategy of ＂building the city by creating famous brand names＂. Led by a batch of well-known brands, we can foster more famous trademarks, building a brand cluster and constructing a Dongguan plate of Guangdong-famous brands. As a result, the city image and competitiveness of Dongguan will be greatly enhanced.