中小型外贸企业品牌营销的现状与策略分析研究 市场营销专业

中小型外贸企业品牌营销的现状与策略论文外文题目：The M edium A nd S mall F oreign T rade E nterprise B rand M arketing S ituation A nd S trategy 论文主题词： 外贸出口 品牌战略 品牌营销 外文主题词： Foreign trade enterprise Brand strategy IIStrategy 摘 要随着科技的不断发展，世界各国的商务往来变得越来越频繁和密切，竞争也无疑变得越来越激烈。中国加入世贸组织以来，反倾销案件不断增多，改革开放三十年的经验告诉我们中国外贸企业唯一的出路就是：实施品牌战略，开拓自己的名牌产品，在竞争中取胜。目前我国很多企业品牌理念观稚嫩,品牌意识薄弱,仅注重品牌知名度、忽视品牌美誉度,缺乏清晰的差异化的品牌定位,缺乏品牌的核心价值,缺乏长期的品牌规划,加之技术创新能力与核心竞争能力弱,缺乏自主品牌,这就在一定程度上限制了我国企业品牌发展的速度,阻碍了我国企业品牌国际化的进程。关键词： 外贸出口 品牌战略 品牌营销 IIIABSTRACT As the changing of the technology, the business trade among all the countries has become more and more frequently, competitions also become fierce undoubtedly .Since China become the member of WTO, the anti-dumping cases grow in quantity. After 30 years of reform and opening-up, we got the experience that the only way is to implement Brand Strategy, exploit your own brand, and then make success in the world competition.The text base on the idea of bring out the problems, analyzing the statu quo, and then proposing measures. In the first part of the text, mainly talking about the meaning and the values of adopting brand strategy, also mention the statu quo of the foreign trade enterprise. Thus, drawing out the seconded part, discuss the problems of our strategy brand nowadays and the primary reasons. In the third part, aiming at the problems, propose several measures from both macroscopic and microcosmic. At last, take lenovo for example, combination with some data， dissertate the c...