中国品牌在Interbrand全球榜的地位及策略——基于其他国际权威品牌排行榜的对比  

The Position of Chinese Brands on Interbrand Global Rankings and Related Strategy——Thinking Based on other International Authoritative Brand Rankings

作　　者：汪贵顺[1] Wang Guishun(Department of Economics,Hubei University of Education,Wuhan Hubai 430205)

机构地区：[1]湖北第二师范学院,湖北武汉430205

出　　处：《对外经贸》2021年第1期23-26,共4页FOREIGN ECONOMIC RELATIONS & TRADE

摘　　要：华为连续五年在Interbrand全球榜攀升,但在2019年下降;联想连续三年在Interbrand全球榜尾徘徊,在2018年落榜;其它中国品牌则从未进入该榜。迄今为止,中国品牌在Interbrand全球榜上的数量、名次、价值及其占比,与美国、德国、日本、法国品牌一直存在巨大差距。从2019年Brand Z、Brand Finance、World Brand Lab、Forbes等四种全球品牌排行榜来看,中国品牌展示的最大价值是1300多亿美元,最佳位次是第7名,在百强中实现的最多品牌数量为21个。同时,华为在Interbrand全球榜的品牌价值、位次,分别大幅度落后于四种全球榜中的三种。为扭转中国品牌在Interbrand全球榜的不利地位,中国品牌要向Interbrand全球榜的入选标准靠近,主动适应全球榜的规则。同时,中国实业界、理论界应当设法改善中国品牌在Interbrand全球榜的竞争环境。Huawei had continuously mounted the Interbrand global rankings for 5 years,but descended on the ranking in 2019.Lenovo had continuously lingered at the terminal of the rankings for 3 years,but dropped from the ranking in 2018.The other Chinese brands never mount the rankings.Judged from the quantity of brands,list positions,brand value and its proportion on the Interbrand global rankings,Chinese brands always have huge gaps with those of U.S.A.,Germany,Japan and France up to now.In terms of the four global brand ranking lists about Brand Z,Brand Finance,World Brand Lab and Forbes in 2019,the biggest sum of brand value that Chinese brands can show is above 130 billion U.S.dollars,and the optimum position that Chinese brands can win is No.7,and the biggest brand quantity that Chinese brands can achieve on global top100 lists is 21.Moreover,the brand value and position of Huawei on Interbrand global ranking respectively lag behind those on three out of four global rankings to a huge extent in 2019.In order to reverse the very weak and unjust position of Chinese brands on Interbrand global ranking,Chinese brands should get close to the entrance criteria of Interbrand global ranking,and promote Interbrand to eliminate the discrimination to Chinese brands.

关 键 词：中国品牌 Interbrand排行榜 品牌价值 国际地位 

分 类 号：F224[经济管理—国民经济]