CAJ | 학술논문

在国际金融危机影响下，以出口加工为主的许多东莞民营企业陷入困境。实施转型升级，走品牌经营之路成为越来越多企业的共识。对东莞民营企业转型问题中的品牌战略的研究，可以服务于东莞民营企业的转型和品牌经营战略的实施，对促进东莞民营经济再上新台阶，具有较大的现实意义和应用价值。在调研的基础上，分析了当前东莞民营企业品牌发展的总体情况，归纳了东莞民营企业品牌发展的特点，总结了改革开放以来东莞民营企业品牌的发展阶段及动因，为东莞民营企业品牌的进一步发展厘清脉络。
재국제금융위궤영향하，이출구가공위주적허다동완민영기업함입곤경。실시전형승급，주품패경영지로성위월래월다기업적공식。대동완민영기업전형문제중적품패전략적연구，가이복무우동완민영기업적전형화품패경영전략적실시，대촉진동완민영경제재상신태계，구유교대적현실의의화응용개치。재조연적기출상，분석료당전동완민영기업품패발전적총체정황，귀납료동완민영기업품패발전적특점，총결료개혁개방이래동완민영기업품패적발전계단급동인，위동완민영기업품패적진일보발전전청맥락。
Under the impact of international financial crisis, many export-oriented processing private enterprises in Dongguan get into difficulties. It has become consensus among more and more enterprises to implement transformation, to upgrade and to take the path to brand-making. The research on transformation in brand strategy can serve to this purpose. The research will boost the private economy of Dongguan to a new stage, which has great practical significance and application value. This article analyses the overall status of brand development, summarizing the characteristic of brand management in Dongguan private enterprises, and generalizing the brand development stage and the motive of Dongguan private enterprises since reform and opening-up in order to clear the thread of brand development for private enterprises in Dongguan.