论品牌与我国企业国际竞争力提升

1、论品牌与我国企业国际竞争力提升Jt.il76/ 43-1但7/F(2佣7)3-<Xi5 -02 标，结果合资或租用期满，企业失去了发展的机会，基于被迫停作者:湖南大学经济与贸易学院研究生、湖南对外经济贸易职止经营活动。在与外商合资中，许多企业低估了自身品牌的无业学院讲师;湖南，长沙，410215形资产价值，甚至无偿的把许可转让给外国人使用。二是在品牌创建过程中缺乏创新精神。品牌的生命在于不断的变化创新。而我国的一些;老;字号名牌却;倚老卖老;，它-、我国企业晶牌及国际竞争力们不愿从包装、功能和结构上进行创新变革。这样的品牌意识(-)我国企业品牌现状是很难适应现代社会发展变化潮流的。随着中

2、国加人世贸过渡期的完成，更多的中国企业走出国三是品牌资源的分散和滥用。有的企业实行的品牌战略，门，走向世界，井已形成一批具有竞争力的品牌。根据中国企在出名之后，就迫不及待地延伸到其它产品，这样就分散了品牌业国际竞争力论坛第三届年会的评选结果，我国2脱年最具的管理，降低了品牌的质量。竞争力的八大品牌分别是:格力(格力电器)、茅台(茅台酒厂)、四是我国企业品牌辐射面窄。我国许多品牌处于创牌的初顺美(顺美服装)、王朝(王朝酒业)、红石(红石集团)、诚纳四海级阶段，市场覆盖范围有限，很多局限于国内市场，像;海尔;这(青岛港)、梦兰(江苏梦兰)、厦华(厦华电子)。此外，我国著名样在国外有一定知名度的国产

3、品牌还很少。的品牌还包括;海尔;、;联想;、;春平;、;长虹;、;TCL;、;健力五是我国企业品牌质量不高。从主观因素来看，我国企业宝;、;乐凯;、;雪豹;等屈指可数的几个外，国内一些品牌已到了不注重从质量上来创建品牌，从而使企业缺乏竞争力。企业要最危急的关头，国内有名的品牌本来数目就很少，到现在还没有创名牌，没有很高的质量为依托是不可能实现的。一个成为真正意义上的世界品牌，而就是这为数极少的国产品(二)我国企业国际竞争力的缺陷牌，在当今激烈的国际市场竞争中，仍有被吞没和名存实亡的危首先，我国许多大企业缺乏自主知识产权和核心技术。我险。由于我国不少企业商标意识淡薄，不懂得保护自己的商标，国企业

4、之所以与一些国外公司存在较大差距，根本的原因在于以至于国外商家大肆抢注我国名牌商标，给我国企业造成了巨缺乏自主知识产权和核心技术。根据中国企业家联合会和中国大的经济损失(张旭红，2002)。企业家协会2005年的分析报告指出:世界研究开发的80%和技(二)我国企业国际竞争力现状术创新的71%由世界m强企业所创造和拥有，但%的技术转首先，与国外公司相比，我国企业的比较优势普遍在于低成移在这些企业内部进行。2邸年，我国科学研究与试验发展经本。这主要体现为:以原材料、劳动力为主的低生产要素成本，费仅占GDP的1.34?企?业?在国?#9900994际市场上缺乏有名的品牌，在与国外的大企目前我国己成为

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16、#9900994?#9900994?#9900994?#9900994?#9900994?#9900994?6?6?6?6?#9900994?6?6?6?6?#9900994?6?#9900994?6?#9900994?#9900994?6?6?6?6?6?6?#9900994?#9900994?#9900994?#9900994?6?6?6?#9900994?6?#9900994?6?#9900994?66 .tt.il?;专梯-J!liJff/ 20?7 / J 三是要加强对民族品牌的保护。首先是要取消外资企业的但我国企业对外投资的水平却很低。至2似年底，对外直接投资仅370亿美元，只占累

17、计外商在华投资的白.8%，我国境外投超国民待遇，加强对跨国公司的监控。最终过渡为中性外资政资总量少，地区分布相对集中，附加值不高。不利于提升我国企策，拉平内场形戚垄断。其次，外资对中国市场实施的战略之一就是凭借业的国际竞争力。雄厚的资本实力，以倾销的方式，挤跨民族品牌，因此要加快反最后，垄断行业在我国大企业中仍占主要地位。25年中国5强企业排在前8位的全是垄断行业企业，而同年世界5倾销调查步伐，保护民族品牌。强企业的排头兵都是竞争性行业的企业。这说明我国大企业发四加强政府与民间的合作。为促进企业国际竞争力的提展壮大依赖政府力量和经济大势的惯性作用还在继续，这不利升，在强化政府作用的同时，应强调

18、民间机构的推动作用。中国于提升我国大企业的国际竞争力。名牌战略的具体实施，更多的工作要依靠民间机构的推动，这些工作包括各种质量策略、营销策略、公关策略、科技策略、文化策三、基本结论及建议略的指导与实施，等等(樊刚，2003)，尤其是要加强政府和民间(-)强化品牌意识，明确定位品牌机构的整合，以及民间机构相互协同。一是要强化企业的品牌意识。品牌竞争力的提升，首先要(三)培育有利于品牌创建的内在条件具备品牌危机感，强化品牌意识，尤其是要加强品牌全球化经营一是要构建提升品牌的支撑体系。品牌竞争力的提升是一意识;同时还要具备品牌更新和品牌延伸意识。在全球化激烈项系统工程，也是企业发展的战略考量，加强提

19、升品牌的支撑体竞争的市场环境中，企业如果在生产经营顺利的时候缺乏品牌系建设显得尤为重要，这是提升品牌竞争力的基础。首先是要危机意识，没有身陷逆境的思想准备，就意味着该品牌的困境和构建技术创新的支撑体系。技术创新是提升品牌竞争的根本推潜在危机即将出现;品牌全球化是经济全球化的一种表象，是经动力，只有依靠技术创新，才能真正在市场竞争中形成产品特色济全球化的必然产物。相反，品牌全球化又能进一步促使世界和品牌竞争力(陈伟、韩斌，2003);其次是要加快构建管理创新经济-体化;品牌老化会造成市场萎缩，导致品牌忠诚度丧失，的支撑体系。管理创新是全面提高企业素质，提升品牌竞争力最后被消费者抛弃;当一个品牌有

20、了足够的市场影响力和知名的基础(高月亭，2);再次是要加快构建文化创新的支撑体度时，品牌可以通过拓宽自己的产品体系来挖掘品牌所蕴涵的系;最后是要加快构建人力资源的支撑体系和资本营运的支撑潜在竞争力。体系。二是明确企业的品牌定位。在品牌定位过程中，必须注意二是要提高产品品牌质量。质量是名牌的生命，高质量是四个方面的主要问题:首先是竞争者定位信息和消费者需求信企业创品牌的根本，是企业国际竞争力的保证，它直接影响到企息必须取自特定的目标市场;其次是品牌定位应与企业优势相业的形象及企业产品的形象，是使顾客产生信任感和满意感最结合，在相互参照的情况下在市场上塑造符合消费者需求且能直接的原因(余春发，20

21、01)。在不断提高产品质量的同时，企业发挥自身特长的品牌形象;再次是品牌定位理念是品牌定位的还必须加强质量管理，首先是要提高工作质量，加强流程管理;灵魂，品牌定位理念应借助质量定位、功能定位、包装定位、渠道其次是要提高产品质量，加强品质管理;再次是要提高服务质定位、价格定位、广告定位等六个方面去实现;最后是个性化品量，加强服务管理。牌是与个性化需求的消费者群相对应的，企业应依靠个性化品三是要完善品牌服务。随着经济的发展和市场竞争的加牌的魅力吸引锁定型顾客，并不时通过采取一些特殊的促销措剧，同类产品的质量、款式、技术含量等日趋接近，从而品牌之间施去打动争取型顾客。的竞争逐步转移到了;服务;的焦点

22、上。品牌经营与产品经营是(二)营造有利于品牌创建的外在环境有区别的，其最大的区别是品牌经营更重视服务。服务是商品名牌企业是政府、企业、消费者三位一体的系统工程，在实整体不可分割的一部分，井成为现代市场竞争的焦点，要建立品施名牌战略过程中，应该注重政府的作用，扶持和帮助国内企业牌的竞争优势，必须有始终如一的完善服务。创造更多品牌，提升企业的国际竞争力。四是注重品牌信誉。市场经济的核心是信用经济，而以商一是要制定和完善相关扶持政策，主要包括制定产业支持业承诺为基石的品牌竞争力核心也必然也是信用。在世界经济政策，为名牌成长提供政策支持;制定财税支持政策，为名牌的一体化的开放经济条件下，市场的竞争最终

23、是一场没有终结的形成提供财政支持和税收优惠;制定服务支持政策，为企业品牌信誉的较量和品牌的角逐。的创建提供提供信息服务。参考文献:二是要加强品牌保护的立法和执法。我国己着手建立和完1张旭红，对名牌商标抢注现象的思考J肇庆学院学报，善法制体系，先后出台了一系列的法律法规和条例。尤其是专2)2(4):33-35 利法、商标法、产品质量法、公司法、消费者权益保护(2樊则，论竞争力一关于科技进步与经济效益关系的思考法、反不正当竞争法等法律，对于保护品牌和品牌企业的合J管理世界，2003(4)必-刃法经营，禁止不正当的竞争，维护社会经济的正常秩序，都发挥3陈伟、韩斌，wro与中回企业的品牌战略J商业研究

24、，2003(10):148-150 了巨大的保障和促进作用。但是，随着经济的发展，各种假冒伪4高月亭，浅谈企业管理创新与管理现代化(J经济工作劣层出不穷，其中不乏很多人利用当前政策法规的盲区，因此，导干1.2003(1):37 -38 在加强立法的同时，更应该加强执法，不断加大保护品牌正常发展的法律约束力度。(责任编辑:彭宇文)?#9900994?#9900994?6?#9900994?6?6?6?6?#9900994?6?#9900994?#9900994?6?6?#9900994?#9900994?#9900994?#9900994?6?#9900994?6?6?#9900994?#990

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