隨著全球化的發(fā)展,國際市場的競爭越來越激烈。打造強勢品牌是在市場上建立競爭優(yōu)勢的重要途徑。品牌作為一種無形資產為企業(yè)提供了更高的回報,加強了消費者的產品意識。此外,它為企業(yè)提供了難以模仿的資產。同時,消費者對品牌資產的認可將長期影響商業(yè)銷售價值。中國在世界貿易中的地位不斷提高,“中國制造”在國際市場上非常受歡迎。但同時,外貿出口品牌營銷不足,多以貼牌為主,自主品牌出口嚴重匱乏,這種情況不僅制約了中國企業(yè)的發(fā)展,而且也引發(fā)了很多貿易爭端。最終導致失去國際市場。同時,品牌不僅是一家公司的形象,也是一個國家形象和綜合實力的體現(xiàn)。中國企業(yè)在國際貿易中的品牌建設研究迫在眉睫,具有現(xiàn)實意義。雖然已經有各種文獻品牌建設和管理的重要性做出闡述,但是從國際角度對品牌進行的研究是有限的,而且從全球市場的角度對品牌建設進行研究遠比只是針對國內市場品牌建設進行研究復雜很多。本文運用管理學中的一些基本理論和方法,結合企業(yè)實例,采用個案研究法,對X公司在國際貿易中品牌建設存在的問題和對策進行研究,通過調查問卷,收集整理X公司國外客戶和X公司內部員工對X公司建品牌建設存在的問題的反饋進行研究,發(fā)現(xiàn)X公司品牌建設不足...

【文章頁數(shù)】：93 頁

【學位級別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
1.INTRODUCTION
    1.1 Research Background
    1.2 Purpose
    1.3 Significance
    1.4 Research method
2.LITERATURE REVIEW
    2.1 The meaning of brand building
    2.2 Measurement of brand value
    2.3 Current situation of Chinese brand development in the international market
    2.4 Relevant Studies on Brand Building
    2.5 Literates about building brand successfully
    2.6 Research of the brand development in the international Market
    2.7 Research Gap
3.CASE DESCRIPTION
    3.1 Company profile
    3.2 Organizational structures
    3.3 The current status of X company brand building and its negative influence
    3.4 Problems of X company’s brand building in the international trade
        3.4.1 X company is lack of brand orientation strategy
        3.4.2 X company’s Brand identity is weak
        3.4.3 X company’s Brand positioning is unclear
        3.4.4.X company brand building lacks consistency management
4.REASONS FOR THE VARIOUS PROBLEMS DURING BRAND BUILDING PROCESS
    4.1 X Company lacks a professional team for brand building and management
    4.2 X company lacks the key technology and competitive products
    4.3 X company lacks systemic brand building and management system
    4.4 X company lacks of perception of the global market
5.THE COUNTERMEASURES THAT X COMPANY SHOULD TAKE FORBRAND BUILDING IN THE INTERNATIONAL TRADE
    5.1 Formulate corresponding policies and set up formalized system to promotethe brand building in the foreign trade
    5.2 Establish effective incentive mechanism to promote brand building
    5.3 Strengthen personnel training and enhance brand management capability
    5.4 Select the suitable brand development strategy
6.CONCLUSIONS
7.MANAGERIAL IMPLICATIONS
8.LIMITATIONS
9.FURTHER STUDY
REFERENCES
APPENDIX 1.FOREIGN CUSTOMERS’ QUESTIONNAIRE ABOUT XCOMPANY BRAND BUILDING
APPENDIX 2.X 公司品牌建設內部調查問卷



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