我国市场的品牌竞争态势与民族品牌竞争对策研究

本文探讨了经济全球化时代跨国公司的竞争战略特征及对我国的影响 ;分析了当前我国市场上外国品牌在行业进入、合资对象选择、品牌扩张方式、进入后果等方面的特征及民族品牌陷入困境的主要原因 ;最后从政府、企业界、消费者三个角度研究了振兴和发展民族品牌的竞争对策

The Situation of Brand Competition in Chinese Market and the Competition Countermeasures for the National Brands

This article discusses the characteristics of competition strategies of the multi national cooperation at the era of economic globalization and its impact on Chinese economy; and then it analyzes the main reasons why and how foreign brands have impacted greatly on Chinese markets in the following aspects: entering various fields, selection of partners, the means of expanding their brands, and the impact of their participation. A further discussion is about the main cause for the dilemma of the national brands. From the angles of government, business circle and consumer, the discussion goes further to the countermeasures for re energizing the national brands. The conclusion is finally drawn that to the business world, the government must strengthen its guidance, regulation and legal system building in order to better the environment for the development of national brands and their competitive capacity by awakening the sense of product quality, of innovation, and of culture, etc. Also it requires the consumers to develop the national product complex and preferentially buy the national products when the national products are on the par with the corresponding international ones in quality.