摘 要:随着银鹭收购案的尘埃落定，民族品牌的话题又重新进入人们的视野。民族品牌是指那些由中国企业创造，并且产权属于中国的品牌，是国家经济实力的重要表现。中国的民族企业曾经创造出优秀的产品，但是随着经济全球化的深入与市场经济的深化，中国本土品牌消失殆尽，与此相反，各种国外品牌在中国大行其道。当今，品牌战略已经成为各国提升自身品牌竞争力的主要战略，中国民族品牌应该何去何从。中国本土企业的平均寿命为7.5年，创新能力不足、企业竞争力弱、抗风险能力弱，中国的民族品牌发展任重而道远。在经济全球化的复杂环境下，中国企业要想提升自身竞争力，获得长远的发展，就必须把品牌战略作为发展的重要因素。因此，探究中国民族品牌消失的原因及民族品牌如何实现再崛起，已经成为中国本土企业不可忽视的重要课题。
本课题从我国民族品牌的发展现状分析入手，从企业、政府、社会三个方面并结合相关案例分析中国民族企业走向没落的原因，从失败中汲取教训，从成功中总结经验，为中国民族品牌的再崛起提出切实可行的发展战略。
关键词：民族品牌；品牌价值；核心竞争力；消逝原因
Abstract:With the Yinlu acquisitions the dust has settled, the national brand of topic again entered people's field of vision. The national brand is also known as the independent brand, refers to the original Chinese enterprises, Chinese enterprises property rights to the brand, is one of the important indexes to measure a country's economic strength. China's national enterprises have created excellent products, but with the deepening of economic globalization and market economy, Chinese local brands disappear, on the contrary, a variety of foreign brands in China. Today, the brand strategy has become the main strategic countries to enhance brand competitiveness, Chinese national brand should decide on what path to follow. The average life expectancy of Chinese enterprises is 7.5 years, the lack of innovation, enterprise competitiveness is weak, weak ability to resist risks, Chinese national brand development has a long way to go. In the complex environment of economic globalization, Chinese enterprises have to enhance their own competitiveness, access to long-term development, must take the brand strategy as an important factor in the development of. Therefore, the exploration of reason and national brand of Chinese national brand disappeared and how to realize the rise, has become an important topic of Chinese local enterprises cannot be ignored.
Starting with the analysis of current situation of the development of the subject should be our national brand, from four aspects of enterprises, government, consumers, foreign capital combined with relevant cases analysis of the causes of Chinese national enterprises declining, draw lessons from failure, sum up experience from success, put forward feasible development strategy for the rise of Chinese national brand.
Keywords: national brand; brand value;the core competitiveness;die reasons
