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随着全球经济一体化的步伐日益加快,尤其是中国加入 WTO 后与世界市场的共融,公平的市场竞争机制的迅速导入,使中国的品牌培育问题日益突显,如果不能培育出有竞争力的国际品牌,那么我们就无法在未来的国际市场中立足。未来的企业竞争、产品竞争将归结为品牌的竞争,这一点已无庸置疑。现在有人戏言中国只有一个半世界品牌,一个青啤加半个海尔。为什么会造成这种局面,笔者认为在中国品牌培育的大气候中存在五大壁垒,直接导致我国品牌培育和成长滞后。壁垒之一,来自于企业壁垒。
With the accelerating pace of global economic integration, especially the integration of world market after China’s accession to the WTO and the rapid introduction of a fair market competition mechanism, the issue of brand cultivation in China has become increasingly prominent. If we can not cultivate a competitive International brand, then we can not stand in the future international market. The future of corporate competition, product competition will be attributed to the brand competition, it is beyond doubt. Some people now jokingly say there is only one and a half world brands in China, plus one half Tsingtao Beer. Why would such a situation, I believe there are five barriers in the climate of China brand cultivation, a direct result of our brand cultivation and growth lag. One of the barriers, from business barriers.