论中国企业“走出去”的“软肋”——品牌弱势

跨国公司间的竞争最终是品牌的竞争，而品牌弱势却日益成为中国企业走出国门的“软肋”。中国企业品牌弱势主要表现在跨国名牌严重匮乏、产业层次较低；过分满足“贴牌生产”和“中国制造”，从属地位严重；国外品牌势力强大，自主品牌“举步维艰”；品牌保护意识薄弱，知名品牌被抢注现象增多等。针对品牌弱势，我们应完善自主品牌发展的激励机制；改善投资环境，为培育品牌创造条件；发挥行业协会作用；加大研发力度，提高自主创新能力；提高品牌意识，加强商标管理；重视产品质量，借鉴国际经验，学会推广和维护品牌。

On Weaknesses in Brand During Chinese enterprises' Going Global

The competition of TNCs is the competition of brands in the end, but the brand minority becomes ＂soft rib＂ that the Chinese business enterprise comes out increasingly. This article introduces and analyzes the performance and reason of the brand minority of Chinese enterprises and puts forward suggestion and outlook according to the actual circumstance of our country.