我国外贸企业国际品牌的创立与维护  

On the Establishment and Maintenance of International Brand of Chinese Foreign Trade Enterprise

作　　者：黄广群[1] 

机构地区：[1]安徽警官职业学院,安徽合肥230031

出　　处：《安徽警官职业学院学报》2014年第4期113-118,122,共7页Journal of Anhui Vocational College of Police Officers

基　　金：2012年安徽省高等学校优秀青年人才基金项目<我国外贸企业国际品牌的创立与维护策略>(项目编号:2012SQRW255)的研究成果

摘　　要：现代企业营销核心是品牌战略。一个好的品牌是企业产品质量、效用、可靠程度等的综合体现。国际市场一般规律是20%的强势品牌占据着80%的市场份额。因为拥有强势品牌可以保持企业持久竞争优势,吸引更多消费者,扩大市场占有率,取得丰厚利润,进一步掌握未来市场主动权。所以,在外贸企业积极走出去的过程中,一定要立足长远,创建知名国际品牌,并加强品牌维护,这样才能在全球化竞争中,获取更多贸易利益,更早实现我国由贸易大国向贸易强国转变。Brand strategy is the core of modern enterprise marketing. A good brand is the comprehensive embodiment of the product quality, effectiveness, reliability and so on. A rule that has been generally accepted in international market is that the 20% strong brands occupy 80% of the market share. A strong brand can keep the competitive advantage, attract more customers, expand market share, obtain huge profits and grasp the initiative in the future market. Therefore, foreign trade enterprises, in the process of marketing abroad, should have a long-term strategy and work hard in the establishment and maintenance of a well-known international brand in order to make more profits in the global competition and realize earlier the transformation to a powerful nation in trade.

关 键 词：国际品牌 竞争优势 品牌价值 本土化 品牌维护 

分 类 号：F752[经济管理—国际贸易]