实施名牌战略,培育一批具有国际、国内市场竞争能力的名牌产品,不仅是实现两个根本转变,推动工业结构、企业结构、产品结构调整,促进资产优化组合,发展规模经济的迫切需要,而且是扩大对外开放,推进经济国际化进程的必然选择和重要保证。在日趋激烈的国际贸易竞争中,外贸企业出口正面临着严峻的挑战。目前,名牌产品的市场综合竞争能力不是很强,主要表现在:名牌意识不强,扶持名牌、保护名牌的机制尚未形成;经济规模普遍偏小,名牌效应、规模优势不明显;产品档次、技术含量偏低;新兴产业、高新技术产业中的名牌培育发展比较缓慢。因此,要加快实施名牌战略,首先要有强烈的创名牌意识,要清醒地认识到外贸生产企业如果没有一个名牌产品,要想在国际贸易市场中占有一定的地位、规模、效益是不可能的。 Implementing a brand strategy and cultivating a number of branded products with international and domestic market competitiveness is not only an urgent need to achieve two fundamental changes, promote the adjustment of industrial structure, corporate structure and product structure, promote the optimization and combination of assets, and develop economies of scale. It is an inevitable choice and an important guarantee for expanding opening to the outside world and advancing the internationalization of the economy. In the increasingly fierce international trade competition, the export of foreign trade enterprises is facing severe challenges. At present, the market’s comprehensive competitiveness of brand-name products is not very strong, mainly reflected in: brand awareness is not strong, the mechanism to support brand names and protect brand names has not yet formed; the economic scale is generally small, the brand name effect, scale advantages are not obvious; product grade, technology The content is relatively low; brand names in emerging industries and high-tech industries are cultivating and developing slowly. Therefore, to speed up the implementation of the brand strategy, we must first have a strong sense of creating a famous brand. We must clearly understand that if a foreign trade production enterprise does not have a brand-name product, it is impossible to occupy a certain status, scale, and benefit in the international trade market. .