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过去30年间,中国制造业大而不强,缺乏自主品牌,国有企业创新动力不足,民营企业缺乏创牌做强的远见,国际代工(OEM)模式的“后遗症”凸显。在“中国制造2025”的时代背景下,制造业品牌战略不破不立,中国制造业需要不断探索创建品牌的成功路径。制造业企业品牌建设的最佳机遇期已经来到,而我国制造业企业的品牌建设却还存在着诸多问题。在制造业企业品牌建设的过程中,应充分重视七个关键点。在建设世界知名的制造业品牌方面,以美国、德国、日本为代表的发
In the past 30 years, China’s manufacturing industry was large but not strong, lacking its own brand, lacking the innovation power of the state-owned enterprises, and lacking the vision of private enterprises to create a strong brand, and the “aftereffects” of the international OEM model. Under the background of the “Made in China 2025′′ era, the manufacturing brand strategy is not broken, and China’s manufacturing industry needs to continuously explore the successful path to creating a brand. The best opportunity for the brand building of manufacturing enterprises has come, and there are still many problems in the brand building of manufacturing companies in China. In the process of brand building of manufacturing enterprises, seven key points should be fully considered. In the construction of world-renowned manufacturing brands, the United States, Germany, Japan as the representative