我国制造业品牌竞争力提升研究.doc

学 号天 津 商 业 大 学 高 等 职 业 技 术 学 院 毕 业 设 计（论 文） 我国制造业品牌竞争力提升研究 The Research on improvement of Brand Competitiveness for Manufacturing 学 院: 高职学院 专业班级: 工商管理1102班 学生姓名: 闫英杰 指导教师: 陈静 讲师 2013年月日 内容摘要:本文通过制造型企业品牌战略分析，对如何提升我国制造型企业品牌竞争力进行理论研究,为制造业提升品牌竞争力的战略决策提供理论和实践价值两方面的参考。有利于增强企业品牌核心竞争力、市场竞争力和顾客忠诚度，从而提高我国制造型企业在国际市场上的整体形象。本文根据我国制造企业品牌竞争力弱的现实，提出制造型企业品牌管理存在的主要问题：品牌意识薄弱；缺乏差异化品牌定位；缺乏品牌的核心价值；缺乏长期的品牌规划等。并针对这些问题，从品牌本身、企业、政府三个层面出发，提出制造业如何提升品牌竞争力的措施：一是加强对品牌战略的宣传；二是营造良好的实施品牌战略的社会环境；三是培育良好的实施品牌战略的市场环境；四是充分发挥企业在推进战略中的主体作用。 关键词：制造企业；品牌；核心竞争力；品牌战略 Abstract: Through anglicizing manufacturing company brand strategy, this paper carries on theoretical researches on how to raise the brand competitiveness of manufacturing enterprises. And the paper provides both theoretical and practical reference value for manufacturing enterprises to enhance competitiveness of the brands strategic decision. The paper benefits for improvement on the core competitiveness of the brand, market competitiveness and customer loyalty, thereby enhancing the overall image of Chinas manufacturing enterprises in the international market. Based on the reality of weak brand competitiveness of manufacturing enterprises, the paper proposes main problems of manufacturing enterprise brand management: weak brand awareness; lack of differentiated brand positioning; lack of brands core values; lack of long-term brand planning. And to solve these problems, from three levels of the brand itself, businesses, governments, this paper presents measures about how to improve the brand competitiveness of manufacturing: First, to strengthen the publicity of brand strategy; Second, to create a favorable social environment for the implementation of brand strategy, Third, to cultivate a good market environment for the implementation of brand strategy; Fourth, to fully play the main role of enterprises in promoting brand strategies. Keyword