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尽管合资合作会带给我们一些烦恼,但我们没有办法放弃。面对这个现实,专家指出,华企除了在合资合作中确保自主性外,还应当在自主品牌上下功夫。因为品牌象征着财富,标志着品质,积淀着文化。目前,我国有些企业在发展自主品牌上存在以下几个问题:一是对发展前景认识不深刻,缺乏应有的发展策略,一谈到品牌就是外国品牌,对自主品牌信心不足。二是没有着力培育在世界范围内极富感召力和受人尊崇的自主品牌,市场营销理念落后。三是自主研发与设计的能力差,“核心技术空心化”,技术交流和链接达不到国际市场信息化调整发展的要求。海尔集团CEO张瑞敏说:“没有自主品牌,容易陷入产业链底端”。在市场进入品牌竞争阶段,企业若拥有成功自主品牌,就意味着拥有较高的利润和较多的市场份额,时此,现代企业都须着力打造。
Although joint ventures and cooperation will bring us some troubles, but we can not give up. Faced with this reality, experts point out that in addition to ensuring the autonomy of joint ventures and cooperative ventures, the Chinese enterprises should also work hard on their own brands. Because the brand symbol of wealth, marking the quality, accumulation of culture. At present, some enterprises in our country have the following problems in developing their own brands: First, they do not have a profound understanding of the development prospects and lack proper development strategies. When they talk about brands as foreign brands, they lack confidence in their own brands. Second, there is no effort to cultivate a very charismatic and respected independent brand in the world, the concept of marketing behind. Third, poor R & D and design capabilities, “hollowing out of core technologies”, and technological exchanges and links fail to meet the requirements for the development and adjustment of international market information. Haier Group CEO Zhang Ruimin said: “There is no own brand, easy to fall into the bottom of the industry chain.” Enter the stage of brand competition in the market, companies with successful independent brands, it means that have a higher profit and more market share, when this, modern enterprises must focus on building.