龙祥公司品牌定位研究
题 目
学生姓名 学生学号 专业班级 指导教师
系 别
毕业论文（设计）独创性声明
本人郑重声明所提交的毕业论文（设计）是本人在指导教师的指导下进行的研究工作及取得的研究成果。除文中特别加以标注的地方外，论文中不包含他人已经发表的学术成果或者他人为获得高等院校学位而使用过的材料，论文（设计）中不涉及任何知识产权纠纷。否则，本人将承担一切责任。
学生签名：__________ 日 期：__________
摘 要
伴随着我国改革开放基本国策的实施，OEM 模式进入我国，并且迅速的发展起来。但在OEM 模式下，我国企业无法参与到产品的设计与开发，仅仅是负责按照对方提供的样本进行生产，处于产业价值链的最底层，利润微薄，没有自己的核心技术、自主品牌和营销网络。除了生产之外一切都依赖对方，处处受制于人。与此同时也出现了很多方面的问题与纠纷。
在2008年的金融危机中，海外市场受到金融泡沫破碎的影响，来自海外的订单随之大量减少。海外市场需求的锐减对于严重依赖外销的我们OEM 制造商而言，无异于雪上加霜。很多企业甚至被逼到了倒闭的边缘。何去何从，是积极应对还是消极等待? 而对这样的现实情况，越来越多的专家和学者开始研究我国的OEM 问题。龙祥国际贸易有限公司是一家以OEM 为运营模式的水果罐头企业，同样的问题也摆在了龙祥的而前。本文通过对龙祥国际贸易有限公司积极应对挑战，以建立自主品牌，开拓国内市场为手段提升自身的竞争力的过程进行研究分析，从实际情况出发，为我国OEM 企业提供一些建议。希望能够对我国OEM 企业发现并及时的解决自身问题，从而度过当前的危机并进一步增强自己的竞争实力，走上可持续发展的道路有一定的帮助。
关键字：品牌；品牌定位；龙祥公司
Abstract
Along with China's basic national policy of reform and opening up the implementation, OEM mode to enter our country, and rapidly developed. However, in OEM mode, our companies can not participate in product design and development, is only responsible for providing the samples of the other party to produce, at the bottom of the value chain, margins are thin, not have their own core technology, independent brand and marketing network . In addition to production than to be dependent on each other, always controlled by others. At the same time there have been many problems and disputes.
In the 2008 financial crisis, the overseas market impact of the financial bubble burst, resulting from a significant reduction in orders from overseas. The sharp drop in demand in overseas markets heavily dependent on exports for our OEM manufacturers, tantamount to worse. Many companies even pushed to the edge of collapse. Where to go, waiting for a positive or negative response? The reality of this, more and more experts and scholars began to study the problem of the OEM. Long Shong International Trade Co., Ltd. is an OEM business model for the canned fruit business, the same problems are placed in the former Long Shong. Based on the Long Shong International Trade Co., Ltd. actively respond to challenges, to build their own brands, to develop the domestic market as a means to enhance the competitiveness of its research and analysis process, from the actual situation, for our OEM companies to provide some suggestions. OEM companies in China hope to identify and solve their own problems and timely, so through the current crisis and to further enhance their competitiveness, sustainable development path will certainly help.
Keyword ：Brand; brand positioning; Long Shong Company
龙祥公司品牌定位研究
题 目
学生姓名 学生学号 专业班级 指导教师
系 别
毕业论文（设计）独创性声明
本人郑重声明所提交的毕业论文（设计）是本人在指导教师的指导下进行的研究工作及取得的研究成果。除文中特别加以标注的地方外，论文中不包含他人已经发表的学术成果或者他人为获得高等院校学位而使用过的材料，论文（设计）中不涉及任何知识产权纠纷。否则，本人将承担一切责任。
学生签名：__________ 日 期：__________
摘 要
伴随着我国改革开放基本国策的实施，OEM 模式进入我国，并且迅速的发展起来。但在OEM 模式下，我国企业无法参与到产品的设计与开发，仅仅是负责按照对方提供的样本进行生产，处于产业价值链的最底层，利润微薄，没有自己的核心技术、自主品牌和营销网络。除了生产之外一切都依赖对方，处处受制于人。与此同时也出现了很多方面的问题与纠纷。
在2008年的金融危机中，海外市场受到金融泡沫破碎的影响，来自海外的订单随之大量减少。海外市场需求的锐减对于严重依赖外销的我们OEM 制造商而言，无异于雪上加霜。很多企业甚至被逼到了倒闭的边缘。何去何从，是积极应对还是消极等待? 而对这样的现实情况，越来越多的专家和学者开始研究我国的OEM 问题。龙祥国际贸易有限公司是一家以OEM 为运营模式的水果罐头企业，同样的问题也摆在了龙祥的而前。本文通过对龙祥国际贸易有限公司积极应对挑战，以建立自主品牌，开拓国内市场为手段提升自身的竞争力的过程进行研究分析，从实际情况出发，为我国OEM 企业提供一些建议。希望能够对我国OEM 企业发现并及时的解决自身问题，从而度过当前的危机并进一步增强自己的竞争实力，走上可持续发展的道路有一定的帮助。
关键字：品牌；品牌定位；龙祥公司
Abstract
Along with China's basic national policy of reform and opening up the implementation, OEM mode to enter our country, and rapidly developed. However, in OEM mode, our companies can not participate in product design and development, is only responsible for providing the samples of the other party to produce, at the bottom of the value chain, margins are thin, not have their own core technology, independent brand and marketing network . In addition to production than to be dependent on each other, always controlled by others. At the same time there have been many problems and disputes.
In the 2008 financial crisis, the overseas market impact of the financial bubble burst, resulting from a significant reduction in orders from overseas. The sharp drop in demand in overseas markets heavily dependent on exports for our OEM manufacturers, tantamount to worse. Many companies even pushed to the edge of collapse. Where to go, waiting for a positive or negative response? The reality of this, more and more experts and scholars began to study the problem of the OEM. Long Shong International Trade Co., Ltd. is an OEM business model for the canned fruit business, the same problems are placed in the former Long Shong. Based on the Long Shong International Trade Co., Ltd. actively respond to challenges, to build their own brands, to develop the domestic market as a means to enhance the competitiveness of its research and analysis process, from the actual situation, for our OEM companies to provide some suggestions. OEM companies in China hope to identify and solve their own problems and timely, so through the current crisis and to further enhance their competitiveness, sustainable development path will certainly help.
Keyword ：Brand; brand positioning; Long Shong Company