今天的中国外贸企业正面临竞争加剧、成本攀升的内患；以及“MADE IN CHINA”使得某些外国认为中国产品低劣化,无文化搭载的现象愈来愈严重,再加上国际高端品牌强势入围的外忧，这使得中国外贸企业急需寻找行业突围之路。品牌价值的地位在全世界已经举世瞩目，中国外贸企业也应当寻找契机，从“贴牌生产”转变为“设计生产”，只有品牌的力量才能够促进中国外贸企业进行策略转型。而品牌的核心就是创新。因此，眼下从面对国际竞争挑战和本土成长机遇的双向角度，探讨品牌策略对中国外贸企业的全面提升具有深远意义.
针对企业目前的外贸进出口形势，结合现状分析企业的进出口产品为何呈现低品质,倾销品的问题,重点提出外贸行业国际竞争力的关键瓶颈问题;确定目前中国外贸企业急需改变的基本策略---品牌发展策略；开发应用品牌策略的运作方向,分析其成本与受益,在品牌策略的动态演变中不断摸索与前行中总结经验,为重点外贸企业的发展模式、关键技术、系统及相关问题提供理论与实践指导；同时提出政府政策对于品牌发展策略以及我国企业外贸事业的积极影响 .结合案例的分析,找出转变过程中存在的问题和解决的方案.
【关键词】OEM(贴牌加工生产) ODM(委托设计生产) 品牌发展
Abstract
Nowadays the Chinese foreign trade industry is facing the internal difficulties of intensifying competition and rising cost. It is more and more severe that some foreign countries consider the Chinese product low-grade and non-cultural because of “made in China” products, moreover, the impact of the international top brand, which makes the Chinese foreign trade industry urgently find a solution to this situation. We’ve already highlighted the brand-value world-wide, so the Chinese foreign trade industry should also seek some opportunities turning “Making Great Power” to “Creating Great Power”. The power of brand can improve the strategy transfer of foreign trade enterprises. And the core of the brand is innovation, so it is very significant to probe brand strategy to foreign trade enterprises from the aspects of international competition challenge and domestic opportunity.
This thesis analyses why the import-and-export products are low-grade, the problems about dumping and especially the bottleneck problem of the international competition ability in the Chinese foreign trade industry, which is based on the current situation of foreign trade industry. We discuss the basic strategy, brand-development strategy, which needs promoting urgently, then the direction of opening brand strategy and the cost and the benefit. The experience from the procedure of developing is summed up and conducts the theory and the practice. Meanwhile, the government policy on the brand-development strategy is raised, which strongly affects the Chinese foreign trade industry. At last, we try to find the dubious problems and the way to solve this problem.
