【作者】 刘华军； 杨骞； 孙曰瑶；

【Author】 LIU Huajun1,YANG Qian2,SUN Yueyao2(1.School of Economics of Shandong University of Finance,Jinan Shandong,250014;2.School of Economics of Shandong University,Jinan Shandong,250100)

【机构】 山东财政学院经济学院； 山东大学经济学院；

【摘要】 在国际分工中占据全球价值链低端的中国制造业面临多重内外部压力,使得从低端向高端转型升级成为中国制造业的必然选择。在品牌经济时代,品牌通过决定了制造业从低端向高端转型升级的定价权及价值增值的实现,选择正确的品牌战略模式决定了中国制造业能否成功地实现从低端向高端的转型。本文借助品牌经济学选择成本分析范式,构建了制造业从低端向高端转型升级的品牌定价权模型,同时根据全球制造业的品牌管理实践,总结和归纳了可供中国制造业转型升级的四种基本品牌战略模式,并对各种模式的风险、优势及适用性进行了比较分析。最终为中国制造业从低端向高端转型升级提供了相应政策建议。更多还原

【Abstract】 China’s manufacturing industries occupy the lower-end in the global value chain of the international division of labor and face multiple internal and external pressures such as the global financial crisis,environmental degradation,rising prices of raw material,the appreciation of the RMB,as well as anti-dumping.That makes the transition from the low-end to high-end and upgrading of China’s manufacturing industries will inevitably become a strategic choice.In the era of brand economy and globalization,the brand decides the achievement of value-added and pricing power of the transition and upgrading of manufacturing industries from the low-end to the high-end by influencing and restricting consumers choice behavior.To chhose correct brand strategy pattern decides the success of the transformation and upgrading of China’s manufacturing industries.This paper constructs the brand model of pricing power with choice cost paradigm of brand economics to show that it is the brand that decides brand price premium and value-added by choice cost.At the same time,according to global brand management practice,the paper summarizes four basic brand strategy patterns those are brand extension,independently developing high-end brand,M&A of brand and co-branding.And the paper comparatively analyzes the advantages,risks and applicabilities of the pattens.更多还原