东莞企业自主品牌战略现状、存在的问题及对策  

The Status Quo, Problems and Countermeasures of Dongguan Enterprises’ Independent Brand Strategy

作　　者：邓念武 梁建川 DENG Nianwu;LIANG Jianchuan(School of Economics and Management, Dongguan University of Technology, Dongguan 523106, China)

机构地区：[1]东莞理工学院经济与管理学院

出　　处：《东莞理工学院学报》2019年第6期7-11,共5页Journal of Dongguan University of Technology

基　　金：广东省哲学社会科学规划课题“基于本土化营销视角的珠三角代工企业自主品牌战略研究——以东莞为例”(GD12XGL01);广东省普通高校人文社科重点研究基地“珠三角产业生态研究中心”(2016WZJD005);广东省社会科学研究基地“东莞理工学院质量与品牌发展研究中心”(GB200101)

摘　　要：东莞是制造业密集的地区,大量制造业企业长期以代工的形式展开经营。进入21世纪以来,随着国内外形势的变化,东莞企业经营面临巨大挑战,进行自有技术和自主品牌的转型升级迫在眉睫。本文对东莞企业自主品牌战略展开研究,在深入了解东莞企业自主品牌战略现状的基础上,梳理归纳了存在的问题,并针对性地提出了相关的对策建议。Dongguan is a manufacturing-intensive region,and a large number of manufacturing companies have long been operating in the form of OEM for a long time.Since the beginning of the 21st century,with the changes in the domestic and international situation,Dongguan enterprises face enormous challenges,and the transformation and upgrading of their own technologies and independent brands is extremely urgent.This paper studies the independent brand strategy of Dongguan enterprises.On the basis of a deep understanding of the status quo of Dongguan’s independent brand strategy,it summarizes the existing problems and puts forward relevant countermeasures and suggestions.

关 键 词：东莞企业 自主品牌 战略体系 

分 类 号：F272.1[经济管理—企业管理]