本文選題：新疆 + 外貿(mào)企業(yè)�。� 參考：《新疆財經(jīng)大學(xué)》2008年碩士論文

【摘要】： 在市場競爭日益激烈的今天,品牌不僅是商品的標(biāo)志和名稱,而且是企業(yè)商品或服務(wù)的市場信譽(yù)、市場占有率和市場競爭力的集中體現(xiàn)。品牌是企業(yè)重要的無形資產(chǎn),有產(chǎn)權(quán)價值,它可以使產(chǎn)品增值,是企業(yè)爭奪和占領(lǐng)市場的非價格手段之一。它不僅僅引導(dǎo)消費(fèi)者購買,提高市場占有率,還有利于新產(chǎn)品進(jìn)入市場,受法律保護(hù)的商標(biāo),還可遏制不法競爭者。品牌的多寡與價值的大小,充分反映了一個國家、一個企業(yè)的綜合實(shí)力。因此,爭創(chuàng)品牌,對開拓和占領(lǐng)國內(nèi)外市場,提高企業(yè)經(jīng)濟(jì)效益是行之有效的方法�，F(xiàn)代市場經(jīng)濟(jì)是品牌競爭的時代,品牌戰(zhàn)略已成為社會各界普遍關(guān)注的一個焦點(diǎn),外貿(mào)企業(yè)如何成功的實(shí)施品牌戰(zhàn)略,打造出口名牌產(chǎn)品,就具有重要的現(xiàn)實(shí)意義。新疆大量的外貿(mào)企業(yè)缺乏出口品牌戰(zhàn)略規(guī)劃,對品牌的認(rèn)識主要傾向于在國內(nèi)注冊商標(biāo)品牌,而打造出口品牌的意識不強(qiáng),仍停留在貼牌或者無牌狀態(tài)。這就極大地影響了新疆外貿(mào)企業(yè)的出口創(chuàng)匯能力和國際競爭力。因此,新疆外貿(mào)企業(yè)如何實(shí)施品牌戰(zhàn)略,打造出口知名品牌就成了當(dāng)務(wù)之急。 本文的研究思路為以品牌戰(zhàn)略相關(guān)理論為指導(dǎo),從新疆外貿(mào)企業(yè)實(shí)施品牌戰(zhàn)略的必要性和現(xiàn)實(shí)意義入手,通過對新疆外貿(mào)企業(yè)品牌建設(shè)的現(xiàn)狀分析,說明其中存在的問題以及問題的成因,結(jié)合新疆外貿(mào)企業(yè)實(shí)施品牌戰(zhàn)略的現(xiàn)實(shí)條件,具體分析新疆外貿(mào)企業(yè)實(shí)施品牌戰(zhàn)略的可行性,從而提出了新疆外貿(mào)企業(yè)實(shí)施品牌戰(zhàn)略的思路,從品牌的創(chuàng)建、品牌的宣傳、品牌的維護(hù)和品牌的持續(xù)發(fā)展四個方面結(jié)合新疆外貿(mào)企業(yè)的情況提出具體措施,同時,對新疆地方政府推進(jìn)外貿(mào)企業(yè)實(shí)施品牌戰(zhàn)略的措施提出一些建議。
[Abstract]:In today's increasingly fierce market competition, brand is not only the symbol and name of goods, but also the market reputation, market share and market competitiveness of enterprises. Brand is an important intangible asset with property right value. It can add value to the product and is one of the non-price means for enterprises to compete and occupy the market. It not only leads consumers to buy, increases market share, but also helps new products enter the market. The number and value of brands fully reflect the comprehensive strength of a country and an enterprise. Therefore, it is an effective method to open up and occupy domestic and foreign markets and to improve the economic efficiency of enterprises. Modern market economy is the era of brand competition, brand strategy has become a focus of attention from all walks of life. How to successfully implement brand strategy and build export brand products for foreign trade enterprises has important practical significance. A large number of foreign trade enterprises in Xinjiang lack the strategic plan of export brand, and their understanding of brand mainly tends to be registered trademark brand in China, but the consciousness of creating export brand is not strong, and they still stay in the state of sticker or unlicensed. This has greatly affected the export foreign exchange earning ability and international competitiveness of Xinjiang foreign trade enterprises. Therefore, Xinjiang foreign trade enterprises how to implement brand strategy, to create famous export brand has become a top priority. Under the guidance of the theory of brand strategy, this paper starts with the necessity and practical significance of the implementation of brand strategy for foreign trade enterprises in Xinjiang, and analyzes the current situation of brand construction in foreign trade enterprises in Xinjiang. Explain the existing problems and the causes of the problems, combined with the actual conditions for Xinjiang foreign trade enterprises to implement brand strategy, analyze the feasibility of Xinjiang foreign trade enterprises to implement brand strategy, This paper puts forward the thinking of implementing brand strategy for foreign trade enterprises in Xinjiang, and puts forward concrete measures from four aspects of brand establishment, brand propaganda, brand maintenance and brand sustainable development, combining with the situation of Xinjiang foreign trade enterprises, at the same time, Put forward some suggestions to the local government of Xinjiang to promote the implementation of brand strategy for foreign trade enterprises.
【學(xué)位授予單位】：新疆財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2;F752

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 芮婷婷;揚(yáng)州蜀岡—瘦西湖風(fēng)景名勝區(qū)品牌構(gòu)建研究[D];揚(yáng)州大學(xué);2010年

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本文編號：1823536