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通过拥有国际品牌实现制造业转型,是提高制造业附加价值和实施内涵化发展的必由之路,而中国制造的高端品牌能否为市场接受是升级成功的关键。本文通过分析“日本制造”成功升级的经验,探索“中国制造”转型的品牌策略,认为在已经在存在发达国家企业强大的在位者的情况下,“中国制造”成功转型的内在机制,不是一般意义的技术进步和质量改进,而是首先采取了与在位者企业相对立的品类创新策略,开辟新的需求领域,避开了与在位者的直接竞争,以及在此基础上的技术进步和质量提升。
The transformation of the manufacturing industry through the ownership of international brands is the only way to increase the added value of the manufacturing industry and to implement the connotation of the development. Whether the high-end Chinese-made brands can be accepted by the market is the key to the success of the upgrade. By analyzing the successful upgrading experience of “Made in Japan” and exploring the brand strategy of “Made in China”, this paper argues that the success of “Made in China” has already existed in the presence of powerful corporations in developed countries Instead of technological progress and quality improvement in the general sense, the internal mechanism of transformation is to first adopt a category innovation strategy that is opposed to incumbent firms, open up new areas of demand, avoid direct competition with incumbents, and On this basis, technological progress and quality improvement.