跨国合资、自主品牌和产业政策研究
首发时间:2010-01-20
摘要:当今国际市场已经跨越了产品竞争阶段,进入品牌竞争时代。进入新世纪后,国内市场上已是外资品牌,合资品牌和自主品牌,三分天下。本文主要从产业政策层面,研究的是合资品牌转化为自主品牌的可能及其路径。笔者认为在合资过程中,处于领导地位的企业,可以利用合资企业不稳定性,获得品牌控制权,从而逐步达到消灭对方品牌的目的,并且运用汽车行业案例和日化行业的案例进行实证检验,证明了适当的产业政策是促进自主品牌成长的重要因素之一。
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A Research on International joint ventures self-own brands and Industrial Policy
Abstract:Nowadays, the international markets have gone beyond the stage of products competition and entered into the stage of brands competition. The study about this article is to explore the way that how to transform a joint-venture brand into a self-own brands. From the industrial policy level, we analysis the Game about the joint venture between TNCs and host firms, and explore the impact of the industrial on the joint-venture brands in the different market structures. The enterprise as a leader can use the characteristics of the joint venture instability to control the access to the brand, achieve the purpose of the eradication of the brand of other’s. At last, we take an empirical test by comparison of the automotive industry and daily chemical industry. We prove that the industry policy that restrictions about the object of the joint venture and Equity arrangements about the joint venture can promote the growth of the self-own brands.
Keywords: international joint venture self-own brands industrial policy
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No.3923620106212639****
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