佛山陶瓷出口品牌价值的影响分析

Abstract

This paper aims to analyze the brand value effect on Foshan ceramics industry, including comparison analysis between the outcome cost of OEM and the benefit of branding the ceramic products. Brand value, as the intangible corporation equity that exceeds to the products and service themselves, plays an essential role in corporation development, especially for Foshan ceramics which readjusts its industry structure and export planning after going through the obstacles of refund tax decrease, anti-dumping, tariff barriers policy, etc. Furthermore, one of the core plans is to brand their products and appreciate the brand value. In this paper, comparison and data analysis demonstration are usual methods, in purpose of helping the readers understand the importance of brand value for Foshan ceramics. At the same time, the paper also analyzes the current problems of Foshan ceramics export and finally gives suggestion systematically how to solve the problems, that is, using the methods of USP and brand culture positioning. All of those help promote the readers’ deeper comprehension about the profound concept of brand value and ceramic developing situation, as well as the hopeful realization that China is coming into a great country full of well-known brands instead of just a huge manufacturing factory.
Key words: Foshan ceramics, brand value, ceramic export, export obstacle, brand management,
中文摘要
本文旨在分析品牌价值对佛山陶瓷产业出口的影响，其帖牌生产所付代价和打造陶瓷品牌所带来的收益对比分析。作为企业的无形资产的品牌价值，是一种超过商品或服务本身利益以外的价值,对企业发展，尤其是佛山陶瓷企业来说起着至关重要的作用。佛山陶瓷，在历经了国家出口退税、反倾销等困阻后，重新调整了产业的产能结构和出口规划，其一大重心就是提高其品牌价值。本论文将用大量的对比论证和图表数据实证分析以助读者了解品牌价值对佛山陶瓷出口的重要性和佛山陶瓷出口现存的主要问题，最后从独特卖点销售定位和加强文化内涵定位等方面系统地分析解决这一问题，这些分析将使读者更透彻地掌握品牌价值的内涵和佛山陶瓷这一行业的发展状况。同时也能意识到我们国家正从一个制造工厂逐步走向“品牌大国"发展的趋势。

关键词：佛山陶瓷，品牌价值，陶瓷出口，出口障碍，品牌管理

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