中国出口商品企业品牌评价现状分析

• 作者： 晁储芝 ¹ 姚歆 ¹ 崔宁 ¹ 黄远 ¹
• 作者单位：
  1.  中国国际贸易促进委员会商业行业委员会
• 提交时间：2024-09-09

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。

Abstract: 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 infl uence 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.

• 分类： 工商管理学 >> 企业管理
• 稿件状态： 已在期刊出版
期刊名称： 《中国商论》 2024年 第15期
• 引用： PSSXiv:202409.01242 (或此版本 PSSXiv:202409.01242V1)
  DOI:10.12451/202409.01242
  CSTR:32012.36.PSSXiv.202409.01242
• 推荐引用方式： 晁储芝,姚歆,崔宁,黄远.中国出口商品企业品牌评价现状分析.中国商论,2024(15).[PSSXiv:202409.01242V1] (点此复制)