摘要 

随着我国综合国力的增强，我国出口产品越来越多地出现在世界人民的日常生活中。但在品牌建设方面，由于中国的工业化晚于西方，中国品牌缺少一定的历史积，我国出口产品在品牌竞争中一直处于不利地位。通过SWOT分析，能够得出结论，我国出口产品品牌营销策略的优势主要体现在，我国民族形象佳，世界人民对中国文化的认可度和接受度高，“中国制造”塑造出的品牌印象，不仅意味着价格合理，也意味着质量上乘；劣势主要体现在，我国出口企业的品牌意识尚未成熟，缺乏系统的理论指导和保护措施，时常发生我国品牌在海外市场被抢注或收购的现象；机遇主要包括，国家给予了相当多的政策扶持，构建了良好的出口产品品牌建设环境，同时，网络营销时代的来临和电子商务的盛行都有助于打响中国品牌；威胁主要包括，国际出口环境的恶劣，国外政府采取的打压政策，文化差异带来的困难，品牌本土化进程的艰难。

关键词：品牌；中国出口产品；品牌营销；中国出口企业

Contents       

Introduction 1

1. The Definition of Brand Marketing Strategies 2

2. The Current Situation of Chinese Export Product Brands 3

3. The SWOT Analysis of the Marketing Strategies of Chinese Export Product Brands 4

3.1 Strength of the Marketing Strategies of Chinese Export Product Brands 5

3.1.1 Good National Image and Rich Cultural Heritage 5

3.1.2 Superior Quality and Reasonable Price 6

3.1.3 Globalized market and diversified marketing channel 6

3.1.4 Positive Corporate Culture and Upward Corporate Spirit 7

3.2 Weakness of the Marketing Strategies of Chinese Export Product Brands 8

3.2.1 Immature Awareness of Brands 8

3.2.2 Weak Ability to Resist Risks 8

3.2.3 Inadequate Means of Promotion 9

3.2.4 Poor Measures of Brand Protection 10

3.3 Opportunities of the Marketing Strategies of Chinese Export Product Brands 10

3.3.1 Support from National Policies 11

3.3.2 Reference Cases of Brand Building 11

3.3.3 Advent of Network Marketing 12

3.4 Threat of the Marketing Strategies of Chinese Export Product Brands 12

3.4.1 Pressure from Foreign Governments 12

3.4.2 environment of intense competitions 13

3.4.3 Difficulties in the Localization Process 13

4. Suggestions of the Marketing Strategies of Chinese Export Product Brands 14

4.1 To Build an Information Platform to Enhance the Competitiveness of Chinese Export Brands 14

4.2 To Establish Laws and Regulations to Provide the Legal Protection for Chinese Export Brands 15

4.3 To Construct a Modern Awareness of Brand Marketing Strategy, and Value Innovation 16

4.4 To Overcome Cultural Differences and Flexibly Achieve the Localization of Chinese Export Brands 16

Conclusion 17

References 19