中国企业品牌建设的困境与突破方向

“代工生产”发展模式形成的严重后果是使做为接受“代工”的中国企业只对产品进行低端加工,既没有技术创新,又没有自主知识产权的知名品牌,信息来源和销售渠道完全依赖海外供应商和进口商,赚取的只是低廉的手工费。加入“世贸”以后,中国企业尤其是东南沿海的制造业应从以资源消耗型的发展转向以创建自有知识产权为核心的企业品牌建设,其中,应主要解决企业自身观念的滞后和体制因素带来的障碍,通过推动国际品牌建设,实现中国企业的产业升级。

Problems of Chinese Enterprise Brand-Building and Solution

Chinese enterprises receiving outsourcing work are engaged only in low-end and low-profit processing without any technological innovation.As a result,they do not own any intellectual property rights.Their business information and distribution channels depend on their foreign suppliers and importers.To change the situation,Chinese enterprises,particularly those along the coastal areas,should create their own product brands with intellectual property rights.They need to have a forward-looking vision and overcome structural problems in their efforts to upgrade their products.