中国品牌建设现状分析及对策

随着经济全球化的不断发展,中国本土品牌在与国际品牌的竞争与对接中获得了长足的发展,并在与企业文化互动中展示了中国特色的品牌发展优势。但在当今具有国际影响力的中国品牌廖廖无几,中国品牌建设和管理仍存在许多薄弱环节。打造本土强势品牌,提升品牌凝聚力和价值核心力,突出企业文化与品牌建设的互动式发展,走国际化品牌的发展之路,成为中国品牌未来建设的必然要求。

Analysis on current situation of Chinese brand construction and countermeasure

With the continuous development of economic globalization,China’s domestic brands have gained considerable development during the course of the butt and the competition with international brands,and illustrated the advantages of brand development with China’s characteristics along with their corporate culture.However,few Chinese brands in the international market rank as influential international brands,which reflected the lower share and brand value.Meanwhile,the Chinese brands present many shortcomings in brand construction and brand management.It is an inevitable tendency to build local strong brands,enhance the brand value of cohesion and core strength,outstand interactive development of corporate culture and brand building,and take the road of the development of international brands to promote the scientific development of Chinese brands.