解决我国对外贸易争端的品牌策略分析

^文档编号:GM097      ^文档字数:12920,页数:19

摘    要

      随着对外贸易的快速发展，市场开放的持续推进以及加入WTO，我国在国际上的贸易摩擦呈现出多发态势。仅2005年全年的顺差规模就达到1018.8亿美元。本文旨在解决由巨额的贸易顺差所带来的如：贸易摩擦、贸易壁垒、环境恶化、人文破坏等等负面影响。通过分析上述的各种纷繁复杂的贸易争端，提出品牌策略是解决我国对外贸易争端的有力武器。其策略的核心是企业和政府如何运用品牌策略来解决对外贸易争端，使我国真正成为世界贸易的强国。

【关键词】品牌  品牌策略  贸易摩擦  贸易壁垒

Abstract

With the fast development of the foreign trade, advancing the open market and joining the WTO, the trade friction in the world of our country demonstrates the situation of occurring frequently. Only the whole year of 2005 the trade surplus is up to 1018.8 million dollars. Although the huge trade surplus has made direct contribution to our country’s GDP, it takes so many effects, such as: trade friction, trade barrier, deterioration of the environment, humanities destruction. All of these can’t be ignored. The first half of the article is that the various trade dispute numerous and complicated appearing to all above have made the strategic arms being the dispute resolving our country trade analyze, and bring forward brand tactics. The latter half part is secondary microcosmic mount the dispute coming to resolve foreign trade the tactics how to wield a brand having brought forward enterprise and the government, only this could make our country go out of the big trading nation and become the top powerful country of commerce of the world.

【Key Words】Brand  Tactics  Trade friction  Trade barrier

目  录

1 .导论 ................................................................1
1.1 . 本文的核心观点的背景分析 .........................................1
1.2 .本文的写作意向 ....................................................2
2 .我国对外贸易中企业忽视品牌问题的具体表现 ............................3
2.1 .出口商品品牌化程度低 ..............................................3
2.2 .品牌的自我保护意识淡薄 ............................................4
2.3 .品牌的附加价值低导致企业竞争力不强 ................................5
2.4 .品牌营销意识淡薄且手段单一 ........................................5
3 .品牌策略对解决我国外贸问题的作用分析 ................................6
3.1 .实施品牌策略能有效扼制出口企业“空心化”危险 ......................6
3.2 .实施品牌策略有利于减缓国际“贸易摩擦”危机 ........................7
3.3 .实施品牌策略能消除其他国家对我国实行“反倾销”等贸易壁垒 ..........7
3.4 .实施品牌策略能降低我国对外贸易所付出的惨重代价 ....................9
4 .解决我国对外贸易争端战略转型的品牌策略 ..............................11
4.1 .企业实施品牌的应对措施 ............................................11
4.2 .政府对品牌的扶持策略 ..............................................15
参考文献 ...............................................................17
致谢 ...................................................................18

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