【摘要】本文首先对品牌、自主品牌和贴牌的概念及其关系做简要剖析，接着阐述如何从贴牌品牌生产转变到自主品牌生产，并阐述品牌建设的方法和步骤。然后通过分析宁波现阶段自主品牌产品出口状况，结合SWOT分析方法对宁波出口产品自主品牌建设进行优势、劣势、机会、威胁分析。在此基础上，学习国内外品牌建设的发展与研究成果，借鉴它们的先进经验和方法，并借用雅戈尔经典案例，结合宁波出口产品的特点与未来发展趋势提出宁波出口贸易产品品牌建设的相关措施，旨在为宁波中小企业品牌建设提供借鉴。【关键词（本论文范文的主要论点）】出口贸易；自主品牌；SWOT分析Research on Brand-building Of Ningbo Export ProductsAbstract【ABSTRACT】.At the beginning of this paper, will give a brief analysis of brand, independent brands and OEM relationship between the concept, and then describe how the production shift from OEM to brand its own brand production, and describes the methods and steps to brand building. Then through the analysis at this stage its own brand products and Ningbo export performance, combined with SWOT analysis method to analyze Ningbo export its own brand-building strengths, weaknesses, opportunities and threat analysis. On this basis, study the development of domestic and international brand building and research results, learn from their advanced experience and methods, and to borrow Youngor classic case, combined with the characteristics of export products of Ningbo, and future development trends in export trade of Ningbo, brand building related measures to strengthen the corporate brand building awareness of the brand meaning and brand image, promoting self-innovation and improve product quality, brand-building aimed at offering suggestion for small and medium enterprises of Ningbo.【KEYWORDS】export trade; own brand; SWOT Analysis.摘 要 V
Abstract VI
引言 7
1品牌相关概念概述 7
1.1品牌的概念 7
1.2自主品牌和贴牌 7
1.3品牌建设途径简述 8
2宁波出口贸易产品自主品牌现状及SWOT分析 10
2.1宁波出口贸易产品现状分析 10
2.1.1宁波出口贸易现状 10
2.1.2宁波出口贸易产品自主品牌现状 11
2.2宁波出口贸易自主品牌建设的SWOT分析 12
2.2.1优势分析（Strgenths） 12
2.2.2劣势分析（Weaknesses） 13
2.2.3机会分析（Opportunities） 14
2.2.4威胁分析（Threats） 15
3宁波出口贸易产品自主品牌建设的紧迫性和必要性分析 17
3.1出口企业发展需要，市场竞争砝码 17
3.2出口品牌建设人才稀缺，产品技术含量不高 17
3.3出口品牌建设缺乏全局性品牌意识 17
3.4品牌创造中的炒作与形式主义，商标注册率低 18
4出口品牌建设案例分析 20
—以雅戈尔为例 20
5宁波出口贸易产品自主品牌建设的对策与建议 22
5.1提高认识，加强企业品牌建设认识 22
5.2提高品牌文化内涵，提升企业品牌形象 23
5.3品牌个性独特化，产品设计差异化 23
5.4推进自我创新，提高产品质量 23
5.5加强自主品牌出口，并与贴牌加工出口相结合 24
5.6加强人才培训，壮大创牌队伍 24
5.7注重舆论宣传，提升品牌形象 24
5.8加大出口品牌打造投入，提升品牌价值 25
参 考 文 献 26
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