浅析我国企业国际品牌创建策略

近些年,我国企业通过贴牌代工这类生产方式实现的产品国际化,让大多数我国企业陷入“丰产”不“丰收”的尴尬境地。2005年开始的人民币升值使得我国企业产品出口进一步雪上加霜。在国际市场上极低的品牌认知度,被管理学界普遍认为是造成我国企业利润微薄的重要原因。因此,创建商品的国际品牌,提高出口商品的竞争力,是新时期我国企业迫切需要解决的问题。

Strategy on Chinese Enterprises Creating International Brand

In recent years, Chinese enterprises realize the internationalization of their products through such mode of production as Original Design Manufacturer （OME）, which, however, lands most of the enterprises into an awkward position of ＂high yield＂ but ＂low profit＂. The appreciation of RMB since 2005 has led to an even worse condition for Chinese enterprises. The world of business management generally believes that the low recognition of brands in international markets is the critical cause of small profits for Chinese enterprises. Therefore, it is urgent for Chinese enterprises to establish the international brands and enhance the competitiveness of export products.