中小型外贸企业品牌营销现状及策略.docVIP

分类号 密级 U D C 中小型外贸企业品牌营销的现状与策略 论文外文题目：The Medium And Small Foreign Trade Enterprise Brand Marketing Situation And S 论文主题词： 外贸出口 品牌战略 品牌营销 外文主题词： Foreign trade enterprise Brand strategy Strategy 论文答辩日期：2012.6.3. 答辩委员会主席： 评阅教师： 原创性声明 本人呈交的毕业论文，是在导师的指导下，独立进行研究工作所取得的成果，所有数据、图片资料真实可靠。尽我所知，除文中已经注明引用的内容外，本毕业论文的研究成果不包含他人享有著作权的内容。对本论文所涉及的研究工作做出贡献的其他个人和集体，均已在文中以明确的方式标明。本毕业论文的知识产权归属于培养单位。 本人签名： 日期： 摘 要 随着科技的不断发展，世界各国的商务往来变得越来越频繁和密切，竞争也无疑变得越来越激烈。中国加入世贸组织以来，反倾销案件不断增多，改革开放三十年的经验告诉我们中国外贸企业唯一的出路就是：实施品牌战略，开拓自己的名牌产品，在竞争中取胜。 目前我国很多企业品牌理念观稚嫩,品牌意识薄弱,仅注重品牌知名度、忽视品牌美誉度,缺乏清晰的差异化的品牌定位,缺乏品牌的核心价值,缺乏长期的品牌规划,加之技术创新能力与核心竞争能力弱,缺乏自主品牌,这就在一定程度上限制了我国企业品牌发展的速度,阻碍了我国企业品牌国际化的进程。 关键词： 外贸出口 品牌战略 品牌营销 ABSTRACT As the changing of the technology, the business trade among all the countries has become more and more frequently, competitions also become fierce undoubtedly .Since China become the member of WTO, the anti-dumping cases grow in quantity. After 30 years of reform and opening-up, we got the experience that the only way is to implement Brand Strategy, exploit your own brand, and then make success in the world competition. The text base on the idea of bring out the problems, analyzing the statu quo, and then proposing measures. In the first part of the text, mainly talking about the meaning and the values of adopting brand strategy, also mention the statu quo of the foreign trade enterprise. Thus, drawing out the seconded part, discuss the problems of our strategy brand nowadays and the primary reasons. In the third part, aiming at the problems, propose several measures from both macroscopic and microcosmic. At last, take lenovo for example, combination with some data， dissertate the certain brand strategy they use and the benefits they got, hope others enterprises in China can make this as their guide, integrate the actual conditio