摘 要进入21世纪，品牌已经成为企业竞争力的核心，拥有了品牌，企业才能把握市场竞争中的主动权，品牌竞争力不仅成为企业核心竞争力在市场上商品化的表现，而且已经成为衡量一个国家综合经济实力的重要指标，中国民营企业在中国的经济结构中是最活跃、最积极、最具有竞争力的竞争成分，并且正在成为涵盖国民经济三大产业的庞大经济体系。面对全球化的国际市场，是否拥有自己的强势品牌是提高民营企业国际竞争力的关键。改革开放以来，中国民营经济也出现了一些具有国际影响力的品牌，但是与发达国家相比，还有很大差距。品牌意识的落后
摘 要
进入21世纪，品牌已经成为企业竞争力的核心，拥有了品牌，企业才能把握市场竞争中的主动权，品牌竞争力不仅成为企业核心竞争力在市场上商品化的表现，而且已经成为衡量一个国家综合经济实力的重要指标，中国民营企业在中国的经济结构中是最活跃、最积极、最具有竞争力的竞争成分，并且正在成为涵盖国民经济三大产业的庞大经济体系。面对全球化的国际市场，是否拥有自己的强势品牌是提高民营企业国际竞争力的关键。改革开放以来，中国民营经济也出现了一些具有国际影响力的品牌，但是与发达国家相比，还有很大差距。品牌意识的落后导致品牌自主权的缺乏，没有强势的自主品牌就不能在市场竞争中取得发言权。因此，如何发展自主品牌已成为当务之急。
本文在前两部分提出了我国民营企业自主品牌的发展现状和存在问题，阐述了民营企业自主品牌发展的四个阶段：“老字号”阶段、注册商标阶段、OEM阶段和自主创新阶段。第三部分研究了其自主品牌国际化的扩张模式，主要涉及品牌收购、建立海外生产基地和从OEM到自主品牌的渐进式转移三种。当前的金融危机是一把“双刃剑”，机遇与挑战并存，可见抓住机遇应对挑战对我国民营企业来说尤为重要，因此本文第四部分就我国民营企业应如何抓住这次机遇使自主品牌发扬光大的问题进行了简要分析。并且在最后提出了一系列新型策略来提升中国民营企业自主品牌的价值，以此来赢得更加广阔的市场。
关键词 民营企业；自主品牌；品牌竞争力
ABSTRACT
Branding has become the core competitiveness of enterprises in 21st century, with the brand, companies can seize the initiative in the market competition, the competitiveness of the brand has not only become the core competitiveness of enterprises in the market performance of commercialization, and has become a country comprehensive key indicator of economic strength, China's private enterprises in China's economic structure is the most active and competitive component of the competition, and cover the national economy is becoming a huge industry in the three major economies. Faced with the globalization of international markets, whether or not to have their own strong brand is to improve the international competitiveness of private enterprises in the key. Since reform and opening up, China's private economy, there have been some influence with the international brand, but compared with developed countries, there is a big gap. Old brand awareness led to the lack of autonomy, have not strong independent brands in the market competition will not be able to obtain the right to speak. Therefore, how to develop the own brands has become a top priority.
In the first two parts of this article, put forward the development status and the deficient of Chinese private enterprises, described in four phases on the development of own brands: "old" stage, a registered trademark of stage, OEM stage and phase of independent innovation. Research on the third part of its own brand of international expansion model, mainly related to brand acquisitions, the establishment of overseas production bases and from OEM to own brand of progressive transfer. The current financial crisis is a "double-edged sword," opportunities and challenges co-exist, for private enterprises, therefore, very important to seize the opportunity，therefore, the fourth part on how to seize the opportunity to conduct a simple analysis，in order to develop their own brands, and concludes with a number of new strategy in the end, to enhance the value of the own brands of the Chinese private enterprises, and share more market.
Key Words Private Enterprises; Own Brand; Brand Competitiveness
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