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打造中国品牌的专属气质

2017-05-30 10:50:16   

原标题:打造中国品牌的专属气质

中国从2010年开始成为全球第二大经济体,经济总量高速增长却难掩以品牌为代表的内涵式增长动力不足,品牌发展严重滞后于经济发展的现实长期得不到改观。尽管中国品牌在全球主要品牌榜单的上榜总量逐年增长,但在食品、饮料、汽车、零售等主要产业上仍缺少国际知名品牌。相对于发达国家以制造业为主的品牌格局,中国新增品牌主要集中在工程、房地产和金融领域。

民族品牌是国家经济实力的战略资源和企业的核心竞争力,民族品牌的流失,不仅仅意味着全球经济竞争话语权和经济可持续发展的红利的削弱,更意味着民族精神的传承将难以为继。中国品牌在国际市场缺乏议价能力,庞大的产能带不回来高价值的回报,“一箱国表换一盒洋表”的现象并没有得到改善。而在庞大的国内市场需求面前,又遭遇低端产品结构性过剩,高端产品严重供给不足的尴尬,很多具有传统优势的产业在国内高端市场遭到国际品牌的快速替代。树立正确的国家品牌战略,对于增强国际话语权,促进产业结构的调整和区域经济的优化,增强品牌文化的输出能力,引导企业专注于品牌建设都具有重要的意义。

其一,要挖掘和培育中国品牌的专属气质,实现中国品牌由质量强基向品质提升的转变。相对于德国品牌的严谨细致、日本品牌的精益求精、美国品牌的创新张力、法国品牌的浪漫、韩国品牌的时尚,中国品牌应重视对中国文化中的民族精神乃至区域文化特色的探索,从追求简单和表面化的唐风汉韵、民族传统,向追求精神层面的跨国家、跨民族间的交融与互动转型。

其二,要重视品牌生态系统建设。实施科学的品牌生态评价系统,建立符合经济发展要求的配套政策、金融和市场体系。应强调品牌的自主可控,避免重走“以品牌换资金、市场换技术”的老路。

其三,重视研究当前经济环境下的品牌战略变革的问题。推动品牌建设从传统营销层面向资源整合增长转变,建立以实现品牌价值增长为目标的品牌建设考核标准,实现对市场营销、战略规划、市场数据分析、消费者与商业模式架构的一体化整合。

其四,重视研究金融创新支持品牌发展。要不断推动金融创新,积极推动品牌价值评价向品牌价值交易升级,建立可实时交易的品牌价值交易系统。

其五,要加大对战略新兴产业的品牌培育。要在不断强化产业关键核心技术和前沿技术研究的同时,加强品牌培育和商业模式创新,加大战略新兴企业的商标注册和国际商标的保护,在深化国际合作的同时避免品牌自主权的丧失。

其六,重视“中国品牌日”的市场化运作问题。“中国品牌日”是品牌企业的节日、品牌服务机构的节日,更是品牌消费者的节日,建议国家和各级政府加强沟通、整合资源,形成具有可操作性的、层级不同的中国品牌日的实施工作方案,整合优秀的平台资源。中国品牌的发展需要政府引导、行业支持、资本助力、企业自主,形成共同推进品牌强国的合力。

(作者:汪同三 系中国社会科学院学部委员、品牌中国战略规划院院长)

(责编:朱传戈、杨虞波罗)

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