中国制造业转型的品牌定价权模型与品牌战略模式  

On the Brand Pricing Power Model and Brand Strategy Pattern for the Transition of China's Manufacturing Industry

作　　者：刘华军[1] 

机构地区：[1]山东财政学院经济学院,山东济南250014

出　　处：《当代财经》2010年第8期74-80,共7页Contemporary Finance and Economics

基　　金：山东财政学院博士科研基金项目(08BSJJ01);山东省自然科学基金项目(ZR2009HQ004)

摘　　要：品牌经济时代,品牌决定了制造业从低端向高端转型的定价权及价值增值的实现,选择正确的品牌战略模式将决定中国制造业能否成功地实现转型。借助品牌经济学选择成本分析范式,构建了制造业转型的品牌定价权模型,并根据全球制造业的品牌管理实践,总结和归纳了可供中国制造业转型的四种基本品牌战略模式,最终为中国制造业从低端向高端转型升级提供了相应政策建议。In the era of brand economy,the brand can decide the achievement of pricing power and value addition during the process of the manufacturing industries transition from the low-end to the high-end.To choose a correct brand strategy pattern will decide whether China’s manufacturing industries can realize their transition successfully.This paper constructs a brand pricing power model for the transition of the manufacturing industries with the help of the cost-selecting analysis paradigm of brand economics.In the light of the brand management practice of the global manufacturing industries,it summarizes four basic brand strategy patterns for the transition of China’s manufacturing industries.Finally it provides some relative policy suggestions for China’s manufacturing industries to transit and update from lower end to higher end.

关 键 词：制造业转型 品牌战略模式 品牌经济学 品牌定价权模型 

分 类 号：F273.2[经济管理—企业管理]