X公司在国际贸易中品牌建设存在的问题及解决对策
发布时间：2024-03-01 21:49
随着全球化的发展,国际市场的竞争越来越激烈。打造强势品牌是在市场上建立竞争优势的重要途径。品牌作为一种无形资产为企业提供了更高的回报,加强了消费者的产品意识。此外,它为企业提供了难以模仿的资产。同时,消费者对品牌资产的认可将长期影响商业销售价值。中国在世界贸易中的地位不断提高,“中国制造”在国际市场上非常受欢迎。但同时,外贸出口品牌营销不足,多以贴牌为主,自主品牌出口严重匮乏,这种情况不仅制约了中国企业的发展,而且也引发了很多贸易争端。最终导致失去国际市场。同时,品牌不仅是一家公司的形象,也是一个国家形象和综合实力的体现。中国企业在国际贸易中的品牌建设研究迫在眉睫,具有现实意义。虽然已经有各种文献品牌建设和管理的重要性做出阐述,但是从国际角度对品牌进行的研究是有限的,而且从全球市场的角度对品牌建设进行研究远比只是针对国内市场品牌建设进行研究复杂很多。本文运用管理学中的一些基本理论和方法,结合企业实例,采用个案研究法,对X公司在国际贸易中品牌建设存在的问题和对策进行研究,通过调查问卷,收集整理X公司国外客户和X公司内部员工对X公司建品牌建设存在的问题的反馈进行研究,发现X公司品牌建设不足...
【文章页数】：93 页
【学位级别】：硕士
【文章目录】：
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 公司品牌建设内部调查问卷
本文编号：3915874
【文章页数】：93 页
【学位级别】：硕士
【文章目录】：
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 公司品牌建设内部调查问卷
本文编号：3915874
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