中国供给侧改革：对标“德国制造”海外品牌形象重塑

Supply-Side Reform in China：Rebranding Overseas ImageBenchmarking on HU Haichen1,2 ,LIN Hanchuan1,ZHANG Sixue1

摘要:

中国制造业份额占到世界的22%,其产品海外形象却是“质次价优”的代名词,国家提出要从“制造大国”转向“制造强国”和供给侧改革,重点在于“质量提升”、“品牌建设”和“创新能力”。本文通过对“德国制造”海外形象重塑问题的研究,对标“中德制造”海外形象重塑的背景、现实差距和驱动因素,总结“德国制造”海外品牌形象重塑的经验,并对“中国制造”海外品牌形象重塑提出对策建议。

Abstract:

Chinese manufacturing’s share of 22% the world, but the Product image is Synonym of the poor quality and best price" in overseas, China puts forward the shift from "great manufacturing nation" to "powerful manufacturing nation" and supply-side reform,the emphasis is , .We research on the overseas brand image of made in Germany and benchmarking the background of rebranding the overseas image of made in Germany 、the reality gap between the Germany and China and the driving factors, summary the experience of the rebranding overseas image about made in Germany ,put forward the suggestions about rebranding overseas image of made in China .