摘 要
伴随着改革开放的春风，中国各项事业陆续进入了恢复和发展的轨道，但是东莞的加工贸易企业依旧停留在初步发展的阶段。在我国经济快速发展的推动下，东莞加工贸易逐渐为国际市场所接受，但是由于东莞加工贸易企业自身在品牌建设方面存在品牌建设意识不强、品牌建设方向不准确、品牌营销渠道不科学等问题，导致企业难以适应激烈的市场竞争。因此，本文将通过理论研究和实证研究相结合的方法，以东莞加工贸易出口企业品牌建设为例，探讨加工贸易企业创建自主品牌发展战略。
本文对国内外有关自主品牌和自主创新的理论和实证研究成果进行了梳理，在此基础上，总结了东莞出口品牌建设的现状，发现东莞加工贸易企业存在着自主品牌做内销困难、企业盲目做品牌、企业对自有品牌未进行正确定位、品牌建设与销售渠道建设分离等问题。为提出有利于东莞出口品牌建设的政策建议奠定基础。接着结合当前国际市场的大环境，分析出东莞加工贸易企业所面临的危险：品牌海外宣传困难、国内价值链不完整且处于加工阶段、经济危机带来的行业风险加大等。最后，本文结合现有的理论和实证研究，提出了推动东莞加工贸易企业创建自主品牌的政策建议，如：完善企业融资扶持政策，促进信贷机构发展、海外市场遇冷，自主品牌转发展国内市场、对自有品牌进行定位，做有差异化的品牌、开拓自主营销渠道，促品牌建设与销售渠道有效结合、提高抵抗外部风险的能力等措施。
关键词 东莞；加工贸易；出口；品牌；战略
Abstract
Along with the reform and opening up in China, each career entered the recovery and development of the track, but the processing trade enterprises in Dongguan is still at the preliminary stage of the development. The enterprise brand shaping the emergence and the development of processing trade enterprises in Dongguan are very slow, shallow sense of brand shaping. In the fast development of our country economy drive below, Dongguan processing trade is gradually accepted by international market, but because the Dongguan processing trade enterprises in brand building brand awareness is not strong, there is brand construction direction is not accurate, brand marketing channel is unscientific wait for a problem, cause the enterprise to adapt to the intense market competition. Therefore, this article will through the theoretical research and empirical research combined method, to Dongguan processing trade export enterprise brand construction as an example, discusses the processing trade enterprises to create their own brand development strategy.Based on the domestic and foreign related independent brands and innovative theory and empirical research results of the sort, on this foundation, summed up Dongguan to export brand construction present situation, discovers the Dongguan processing trade enterprises exist independent brands to do domestic difficulties, enterprises blindly do brand, enterprise of its own brand is not correct positioning, brand building and marketing channel construction separation problems. As put forward in favor of Dongguan export brand building and policy recommendations to lay the foundation. Then combined with the current international market environment, analysis of Dongguan processing trade enterprises facing the risk: brand overseas promotion difficult and requiring long-term investment and willing to invest, domestic value chain of incomplete and at the processing stage, unfavorable build brands, the economic crisis brought about by the industry risk, external risk increase, finally, this article unifies the existing theory and empirical research, from government, enterprise, external support system three respects, put forward to promote Dongguan processing trade enterprises to create their own brand policy recommendations.
Key words ：Dongguan; processing trade; export; brand; strategy
目 录
1.3.2 价值链对企业品牌体系的整合………………….. 8
1.3.3 品牌可使内外价值链和谐统一………………….. 8
2.1来料转三资变独立法人，为创立品牌铺路搭桥…………… 9
2.2 自主品牌占有率有在提高，但仍不高………………… 10
2.3政府为自主品牌拓展国内市场搭建平台……………….. 11
2.4 收购知名品牌，自主品牌尝试“拿来主义”……………. 11
3.1自主品牌做内销困难重重，远比想象中难……………… 12
3.2企业盲目做品牌，没有结合自身实际状况……………… 13
3.3企业对自有品牌未进行正确定位，品牌多数无差异化…….. 14
3.4品牌建设与销售渠道建设分离，影响品牌营销………….. 14
4.1品牌海外宣传困难且需长期投资和舍得投入……………. 15
4.2国内价值链不完整且处于加工阶段，不利打造品牌………. 16
5.1完善企业融资扶持政策，促进信贷机构发展……………. 18
5.2海外市场遇冷，自主品牌转发展国内市场……………… 18
5.3对自有品牌进行定位，做有差异化的品牌……………… 19
5.4开拓自主营销渠道，促品牌建设与销售渠道有效结合…….. 19
