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1995年《金融世界》公布了国际著名企业无形资产的价值,其中美国的“万宝路”商标价值高达395亿美元,相当于其营业额的两倍还多,畅销世界百年不衰的饮料霸主“可口可乐”商标为334亿美元,还有550万美元的包装瓶设计专利,有人说,即使可口可乐公司一夜之间被大火烧为灰烬,第二天就有多家大银行家争先给其贷款,不久便财源滚滚。这话并不过份,因为其名牌“可口可乐”代表的是多项综合的内容,包括企业的实力,企业的内部管理能力,营销能力,高的市场占有率,高的产品质量,还有良好的企业形象和高的知名度,高信誉的产品等多项内容,那么大火只能烧掉其有形的厂房、设备,而无形的资产、信誉、知名度却是烧不掉的,这也正是以其名牌的效应走向世界的成功之道。世界十大驰名商标之中没有一家是中国的,像可口可乐、索尼、奔驰、柯达、迪斯尼、雀巢、丰田、麦克唐纳、IBM和万宝路,都是外国的,以美国和日本居多,这些牌子的产品却被广大中国人所熟悉,许多小孩子都知道,堂而煌之的占领了中国市场。但是我国的企业,没有一家能像这些外国产品一样去占领国外市场,这与我们这样一个有12亿人口的大国地位是很不相称的,任何一个有民族自尊心的中国人也应该有这样的民族自信心,即中国的企业一定能走向世界。而要做到这点,
In 1995, “Financial World” announced the value of intangible assets of internationally renowned companies. Among them, the US “Marlboro” trademark value is as high as 39.5 billion U.S. dollars, equivalent to more than twice its turnover, and the best-selling beverage overlord in the world has been the coca-cola “The trademark is $33.4 billion, and there are also patents for a 5.5-million-dollar bottle design. Some people say that even if the Coca-Cola Company were burned into flames overnight, many big bankers rushed to lend them the next day. Extra cash. This is not too much, because its brand name ”Coca-Cola" represents a number of comprehensive content, including the strength of the enterprise, the company’s internal management capabilities, marketing capabilities, high market share, high product quality, as well as good With a variety of contents such as corporate image, high popularity, and high-reputation products, the fire can only burn down its tangible plants and equipment, while intangible assets, reputation, and popularity are not burned. The effect of the brand name goes to the world’s success. None of the world’s top 10 well-known trademarks are Chinese. Coca-Cola, Sony, Mercedes-Benz, Kodak, Disney, Nestle, Toyota, Macdonald, IBM, and Marlboro are all foreign. They are dominated by the United States and Japan. The products are familiar to the majority of the Chinese people. Many children know that they occupy the Chinese market in an elegant manner. However, none of our enterprises can occupy the foreign market like these foreign products. This is not commensurate with the status of a big country with a population of 1.2 billion. Any Chinese who have national self-respect should also have such a nationality. Self-confidence, that is, Chinese companies must be able to go global. And to do this,