我国外贸出口品牌战略的实施研究.doc

题 目：我国外贸出口品牌战略的实施研究 目 录 摘 要 I Abstract II 一、前言 1 二、相关概念的界定 2 （一）品牌的概念与内涵 2 （二）品牌的作用 2 （三）品牌战略的概念与内涵 2 （四）品牌战略对我国外贸出口的意义 3 三、我国外贸出口品牌战略实施的现状 3 （一）出口商品品牌化程度低 3 （二）品牌保护意识低下 3 （三）品牌的附加价值低 4 （四）出口品牌中缺乏自主品牌 4 （五）品牌的营销意识低下 4 （六）忽视用好自身的品牌 4 四、我国外贸出口品牌战略实施现状的原因分析 5 （一）品牌意识薄弱 5 （二）重创外汇，轻创品牌 5 （三）品牌创新缓慢 5 （四）自身品牌质量差 5 （五）品牌开发与自主管理经营意识淡薄 5 五、我国外贸出口品牌战略实施的对策建议 6 （一）政府要营造良好的品牌环境 6 （二）企业强化品牌意识 6 （三）企业要提高出口产品的质量 6 （四）强化商标保护 7 （五）企业要积极研发，推动自主创新 7 （六） 坚持用好自己的品牌 7 六 总结 7 参考文献 9 致谢 10  【关键词】： 外贸出口；品牌；战略 Research on Implementation of Brand Strategy of Chinas Exports 【Abstract】： paper defines the brand, brand strategy, analyzes the significance of our country‘s exports, made clear of our countrys export status of the implementation of brand strategy, including the low level of export brand, the low brand protection, low value-added brands, the lack of independent export brands awareness, the low brand marketing, quality neglect. Of our countrys export status of the implementation of brand strategy of reasons, including weak brand awareness and to re-Exchange, light a brand, brand innovation and slow, poor quality of their own brands. Finally the status quo and for these reasons, the proposed export of Chinas foreign trade measures to implement brand strategy, including the Government want to create a good environment for the brand, strengthen brand awareness of enterprises, the enterprises should improve the quality of export products and enhance trademark protection, enterprises should actively research and development, to promote independent innovation. 【Key word】：Exports; brand; the implementation of the strategy  提纲与摘要参考，要正文请联系QQ：826756574 II 1