美国品牌成长的双重作用机制及启示——以苹果公司为例  

作　　者：胡海晨[1,2] 林汉川[1] 

机构地区：[1]对外经济贸易大学国际商学院 [2]石河子大学商学院

出　　处：《企业经济》2017年第10期57-65,共9页Enterprise Economy

基　　金：国家社会科学基金项目"‘一带一路’背景下新疆资源依赖型企业转型升级研究"(项目编号:16BJY063);教育部哲学社会科学研究重大课题攻关项目"提升中国产品海外形象研究"(项目编号:13JZD017)

摘　　要：在美国品牌发展中,政府通过采取知识产权保护制度、价值观和文化全球输出、自主品牌扶持和保护、增加品牌国际传播话语权策略,企业通过采取注重产品质量、精准市场定位、创新营销方式、持续创新以及文化注入的品牌塑造行为,实现了品牌的成长。本文在梳理这一逻辑的基础上,分析了美国品牌成长的双重作用机制,提出中国应借鉴美国品牌成长的成功经验,采取在政府层面从品牌战略和国家营销上推动品牌塑造、在企业层面从产品质量和产品营销上推动品牌塑造的中国品牌成长策略,以推动中国从经济和制造业大国向品牌强国的转变。In the process of the development of American brands, the government has adopted the intellectual property protection sys- tem, the value and the cultural global output, the independent brand support and the protection, and the brand orientation of international communication, and meanwhile, the enterprises have adopted the strategy of focusing on product quality, accurate market positioning, innovative marketing, continuous innovation and culture penetration into the branding behavior in order to achieve the growth of the American brands. On the basis of combining this logic, this paper analyzes the dual mechanism of American brand growth and puts forward that China should draw on the successful experience of American brand growth, the government should promote brand building from brand strategy and national marketing levels, and the enterprises should promote to shape the China＇s brand growth strategy from the aspects of product quality and product marketing in order to make the transformation from China economic and manufacturing power to brand powerr.

关 键 词：品牌成长 作用机制 启示 

分 类 号：F273.2[经济管理—企业管理]