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中国品牌战略发展报告(2016)

书 名: 中国品牌战略发展报告(2016)
英 文 名: REPORT ON THE DEVELOPMENT OF CHINESE BRAND STRATEGY (2016)
作 者:  汪同三品牌中国战略规划院
I S B N: 978-7-5097-9898-0
丛 书 名: 品牌蓝皮书 订阅
关 键 词:  品牌战略 研究报告 中国 2016
出版日期: 2016-11-01

中文摘要

《中国品牌战略发展报告(2016)》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纂的年度性研究报告,具有综合性、产业性、专题性的特点。

《中国品牌战略发展报告(2016)》分为七个部分,总报告在回顾的基础上对我国“十二五”期间品牌发展的时代特征与战略机遇进行了分析;专题研究篇围绕国家气质与品牌的内涵、品牌的属性、品牌竞争力评价和品牌价值评估等当前热点问题进行了重点分析;行业发展篇重点选择了消费品产业、工业品产业、电子信息产业、文化传媒产业、服务业和流通业六个产业,对其品牌现状进行分析,并提出相应的对策建议;战略研究篇对主要国家品牌战略进行对比,并对我国国家品牌战略的演进历程进行了分析;综合建议篇分别从政府、企业、专业机构三个层面提出了对策建议和发展重点;典型案例篇针对当前品牌热点问题从国家精神、制度环境、并购战略和工匠品质四个维度提供了案例参考。

报告首次从国家经济安全的高度审视我国品牌建设的制度环境和经济环境;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;从产业角度系统总结中国品牌发展现状与经验,重点比较中外品牌战略异同,同时密切结合我国“十三五”规划和供给侧结构性改革的实践。

中国经济正在经历速度变化、结构优化、动力转化的发展新常态,处于转型升级的关键历史转折点,传统的格局正在被打破,新的增长力量还在孕育中。作为全球第二大经济体,如何推动中国经济发展由总量的高速增长转向以品牌为代表的内涵式增长,如何在全球经济一体化和区域经济一体化的博弈过程中,有效提升国家品牌竞争力、塑造品牌强国形象是本书重点研究的问题。

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