国际贸易中的品牌壁垒及其跨越-从品牌经济学视角看华为【摘要】随着经济全球化的进一步加深，传统的依靠价格战的方式已经不再有效，企业之间的竞争越来越表现为品牌之争。拥有高品牌信用度的企业稳稳占据着市场，形成了无形的品牌贸易壁垒。新进企业只有不断提高自身品牌建设和创新力度，才能突破品牌壁垒，分得市场一杯羹。本文的切入点是品牌经济学理论。主体部分分为两部分，一是详细阐述华为公司的发展历程，从中得出其成功之道就是不断加强自身的品牌建设。二是经济学模型构建和实证分析，以品牌经济学原理为依据，构建可能出现的经济学模型然后再将模型应用于华为公司自身各子品牌销售数据的分析以及华为、苹果和小米三家公司的各项数据的分析。最后得出企业只有加强自身品牌的建设，提升品牌信用度才能真正长久占据着市场，并给中国的企业提供一些启示和建议。【关键词】 品牌壁垒；华为；品牌经济学Brand barriers and their leaps in international trade-Viewing Huawei from the perspective of brand economics[Abstract] With the further deepening of economic globalization, the traditional way of relying on price is no longer effective, and the competition between enterprises is more and more represented as brand competition. Enterprises with high brand credit occupy the market steadily, forming an invisible brand trade barrier. Only by constantly improving their own brand and innovation can new enterprises break the brand barriers and get a share of the market. The starting point of this paper is the theory of brand economics. The main part is divided into two parts. One is to elaborate the development process of Huawei, from which we can draw the conclusion that its way to success is to constantly strengthen its own brand building. The second is the construction of economic model and empirical analysis. Based on the principles of brand economics, we build the possible economic models, and then apply the models to analyze the sales data of Huawei's own sub b...
