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6月16日,第四届海峡两岸质量论坛在福建厦门市隆重举行。本届论坛“以质量升级推动两岸经济共赢”为主题,并围绕这一主题展开一系列交流和互动。本届论坛13位主旨演讲嘉宾从不同的角度,结合各自的经验诠释了质量管理的本质和内涵。中国品牌建设促进会理事长刘平均在演讲中表示,在中国产品向中国品牌转变中,离不开海峡两岸品牌,尤其是一批国际知名品牌的重要支撑。质检总局质量管理司司长黄国梁演讲中说,两岸应在共建质量文化、开展专业合作、联手开拓市场、共同创新质量管理等方面加强交流和合作。中华(台北)品质学会前理事长王晃三在演讲中认为,全球化时代,寻求品质提升是经济双赢的突破之道,是在激烈的经济竞争中冲出重围的重要对策。上海质量管理科学研究院院长唐晓芬提出了自主品牌缺失削弱了中国制造国际竞争力的观点。她认为,国外消费者存在对中国品牌感知壁垒现象,因为他们对中国品牌接触不多,他们的感知更多来自他人口碑和媒体的报道。对此,她建议从产生品牌感知壁垒的原因入手,通过加大宣传力度,破除传统营销理念,熟悉并遵守国际法律规范,减少贸易摩擦,开发欧美青年消费群体等措施,让“中国文化”融入中国品牌新形象,以达到提升中国品牌国际影响力的效果。本刊刊发这篇题为《企业品牌感知调查与分析》的演讲内容,以飨读者。
On June 16, the Fourth Cross-Strait Quality Forum was held in Xiamen, Fujian. The theme of this forum is “Promoting Cross-Strait Economic Success with Quality Upgrade” and a series of exchanges and interactions around this theme. Thirteen keynote speakers from this forum interpreted the essence and connotation of quality management from different perspectives and combined with their respective experiences. Liu Ping, chairman of China Council for the Promotion of Brand Building, said in his speech that in the transformation of Chinese products to Chinese brands, it is inseparable from the cross-Strait brands, especially the important support of a group of internationally renowned brands. Huang Guoliang, director of quality control department of AQSIQ, said in his speech that both sides of the Strait should strengthen exchanges and cooperation in building a quality culture, carrying out professional cooperation, jointly exploring the market and jointly innovating quality management. In his speech, Wang Huangsan, former chairman of the Chung Hwa Institute of Quality (Taipei) Institute of Quality, held in his speech that seeking an improvement in quality in the era of globalization is a breakthrough in economic win-win situations and an important countermeasure in the fierce economic competition. Tang Xiaofen, dean of the Shanghai Academy of Quality Management, proposed that the lack of self-owned brand weakens the viewpoint that China makes the international competitiveness. She believes that foreign consumers have the phenomenon of perceived barriers to Chinese brands, because they have little contact with the Chinese brand, their perception is more from other word-of-mouth and media reports. In this regard, she suggested starting from the reasons for the brand awareness barriers, by increasing publicity efforts to get rid of the traditional marketing idea, be familiar with and comply with international legal norms, reduce trade friction, development of young consumers in Europe and the United States and other measures to “” “Into the new image of the Chinese brand, in order to enhance the international influence of Chinese brands effect. This issue of this article entitled ”corporate brand perception survey and analysis," the speech to readers.