中国供给侧改革:对标“德国制造”海外品牌形象重塑

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.中国提出要从“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.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.%China's manufacturing industry is share of 22％ of the world,its overseas image is the pronoun of "quality subprice distinctions".The country proposed fiom "the big manufacturing country" to "powerful manufacturing country" and supply side reform,focusing on "quality promotion","Brand building" and "innovation ability".This paper summarizes the experience of the remodeling overseas brand image of "Made in Germany" through benchrnarking on the background,the reality gap and the driving factors of the remodeling overseas brand image between the "Made in Germany" and "Made in China",and proposes suggestions on countermeasures.