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中国品牌发展迅速成绩优异 “核心技术”掌握与西方尚有差距

2018-05-30 07:36:01   新华网

世界最具价值品牌(BrandZ)2018年度名单刚刚出炉,中国品牌的表现令人振奋。其中,腾讯今年超过脸书(Facebook),成为全球第五大价值品牌,而阿里巴巴成为中国第二家进入榜单十强的公司。腾讯和阿里的品牌价值均遥遥领先于中国人所熟知的美国迪士尼、法国路易威登、韩国三星、日本丰田、瑞典宜家和德国西门子等。今年进入世界最具价值品牌百强榜的中国品牌多达14家,其中京东和顺丰是首次入榜。

“市场周刊”网站报道还比较称,在过去的12年里,中国整体品牌价值增长高达1444%。相比之下,美国增长239%,欧洲大陆增长37%,英国只增长26%。市场研究人士认为,腾讯和阿里与亚马逊和特斯拉这样的美国品牌类似,在利润和发展方面具有长期眼光,突破了欧美传统的物流和消费观念。

尽管中国品牌进步引人注目,但实际上美国品牌还是占据了绝对优势。在2018年BrandZ全球榜前20名中,除了阿里、腾讯以及排名第17位的德国思爱普(SAP),其他17家都是美国品牌。

BrandZ的负责人王多琳也说,虽然腾讯和阿里已成为全球强者,但“中国品牌面临的挑战绝不小”,“在国际市场上知名度有限、因为历史原因质量缺乏信任度以及不愿投资全球广告活动等,使得中国品牌面对更加成熟的竞争对手时处于劣势”。

“中国企业要时刻保有创新精神,切勿盲目乐观”,清华大学经济外交研究中心主任何茂春对《环球时报》记者说,近年来,中国品牌的发展速度非常快,国际竞争力越来越强,这是有目共睹的。但对于中国品牌这份优异的成绩单,我们也要客观看待。无论腾讯、阿里还是京东,它们的成功与中国庞大的市场、迅速崛起的居民购买力是分不开的。而与欧美大公司相比,中国高科技产业在“核心技术”的掌握上差距还很大,对科技研发的投入还不够多。在与有着上百年发展历史的欧美大企业竞争当中,中国企业应该更加注重培养技术人才,不断学习别人的长处和努力追赶。“否则,即便一时登上世界100强,也可能会在瞬间被对手超越”。(记者:孙卫赤 杜天琦)          

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