中国品牌战略发展报告（2017）
书 名： 中国品牌战略发展报告（2017）
英 文 名： REPORT ON THE DEVELOPMENT OF CHINESE BRAND STRATEGY （2017）
作 者： 品牌中国战略规划院 汪同三
I S B N： 978-7-5201-1605-3
丛 书 名：
品牌蓝皮书
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关 键 词： 品牌战略 评价指数 区域品牌 “一带一路” 中国
出版日期： 2017-10-01
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中文摘要
《中国品牌战略发展报告》是在陈光亚、杨圣明、张晓山、乌家培、汪同三等多位两院院士和学部委员联署的“关于推进自主创新，打造中国品牌大国，保障国家经济安全的建议”和“关于推进自主创新，打造中国品牌大国，保障国家经济安全的进一步建议”精神的基础上，在中央有关领导重要批示精神的指导下，由品牌中国战略规划院牵头编写的年度性研究报告，具有综合性、战略性、学术性、政策性、产业性的特点。
《中国品牌战略发展报告（2017）》分为总报告、品牌战略安全与专家建议、品牌生态系统与评价指数研究、品牌战略前沿理论、区域品牌发展战略与“一带一路”五部分，并以附录形式对年度品牌政策和品牌创新案例进行了汇编分析。总报告全面回顾2016年国内外宏观经济发展形势和品牌发展趋势，并对我国国家品牌发展从文化认同、产业基础、区域特色和制度创新四个方面进行了概括和评述，同时对我国品牌最新消费趋势进行了分析；品牌战略安全与专家建议报告将品牌关系国家经济安全设为独立篇章，充分探讨了品牌并购和品牌战略安全方面的热点问题，并邀请专家学者提出了具体的建议；品牌生态系统与评价指数是2017年报告的重要内容，在对评价体系详细说明的基础上，重点对全国主要城市的品牌生态系统进行了指数测度和研究；品牌战略前沿理论聚焦了全域营销与品牌增长两个社会各界普遍关心的热点问题，进行了详细的论述；同时报告分别基于中蒙俄、新亚欧大陆桥、中国—中亚—西亚、中国—中南半岛、中巴、孟中印缅六大经济走廊和海上丝绸之路等六个“一带一路”经济走廊，从品牌战略的角度对其区位战略价值、发展现状与挑战、“五通”情况与重大项目进展、区域品牌战略建议进行了详细的分析。
报告坚持从国家经济安全的高度研究我国品牌建设的制度环境和经济环境；继续坚持从学术角度深入探寻品牌战略的内在结构、影响因素和形成机制；坚持从国际层面分析中国品牌在全球化过程中面临的机遇挑战与实施路径。
中国经济正处于爬坡过坎的关键阶段，亟待摆脱对传统资源和环境的依赖，实现由要素规模驱动向创新引领驱动转型。品牌作为实现政治、经济、文化综合创新的重要载体，正在成为推动中国经济换挡提速的新动能、新力量。国内外宏观经济形势的千变万化，区域经济发展的迭代需求和“一带一路”倡议的深入推进，使得中国品牌从大国到强国的梦想面临新的挑战，我们不仅需要推动文化认同、产业基础、区域特色和制度创新实现新的突破和路径规划，更应构建适合中国品牌发展的生态系统和增长路径。
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总报告
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品牌战略安全与专家建议
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品牌战略前沿理论
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