摘要
在全球经济一体化背景下,中国出口商品品牌的建设与提升刻不容缓。为了在激烈的国际竞争中占据一席之地,我国不仅要关注产品的质量和价格,还要重视品牌的实力与影响力。通过深入剖析出口商品品牌评价认证积累的数据,可全面地了解参与评价的国内出口企业品牌的整体状况,并进一步详细探讨各品牌在研发创新能力、国际认证、市场认可、知识产权保护、全球化经营、信用体系、社会评价及部门处罚等关键维度的发展现状。本文通过对这些维度的分析,总结了出口商品品牌建设中的不足,并提供了针对性的对策和建议,有助于企业了解自身的优势和不足,以期改进品牌建设策略和提高全方位竞争力,实现由产品经营向品牌经营的转变,使更多的中国品牌走向世界。
Under the background of global economic integration,the construction and promotion of Chinese export commodity brands have become particularly urgent.To secure a position in the intense international competition,China should focus not only on the quality and pricing of products but also on the strength and influence of brands.Based on an in-depth analysis of the accumulated data on brand evaluation and certification of export commodities,this paper enables us to comprehensively understand the overall situation of domestic export enterprises involved in the evaluation,and further discuss in detail the current development status of each brand in key dimensions such as R&D innovation capabilities,international certification,market recognition,intellectual property protection,global operations,credit systems,social evaluation and regulatory penalties.This paper analyzes various dimensions to summarize the shortcomings in the construction of export product brands and provides targeted countermeasures and suggestions.These insights help companies understand their strengths and weaknesses,with the aim of improving brand development strategies and enhancing overall competitiveness.By transitioning from product management to brand management,more Chinese brands can successfully enter the global market.
作者
晁储芝
姚歆
崔宁
黄远
Chao Chuzhi;Yao Xin;Cui Ning;Huang Yuan(China Council for the Promotion of International Trade Commercial Sub-council,Beijing 100801)
出处
《中国商论》
2024年第15期108-113,共6页
China Journal of Commerce
关键词
出口商品
品牌实力
品牌评价
评价指标
全球化经营
export commodities
brand strength
brand evaluation
evaluation indicator
global operations