CAJ | 학술논문

从国际商贸流通业发展的过程看，品牌化是商贸流通业发展的主要趋势。近年来，我国高度重视商贸流通业发展与商贸流通业品牌建设，并制定了许多相关政策。为更好地进行商贸流通业品牌建设，从总体上把握商贸流通业品牌建设现状与特征具有十分重要的意义。从国内品牌建设看，商贸流通业国内品牌占服务品牌数量的一半，但在服务经济成为我国经济发展趋势和服务业占全国GDP比重超过50%的背景下，服务品牌仅为商品品牌的1/3，服务品牌发展严重滞后；从知名品牌发展看，商贸流通业国内知名品牌仅占历年驰名商标总量的2.5%左右，且这些知名品牌大多集中在零售业、餐饮业、住宿业这三个细分行业，批发业、仓储业、会议及展览服务业、洗浴业知名品牌数量很少，服务类驰名商标仅为商品类驰名商标的1/10；从品牌国际化发展看，我国商贸流通业品牌国际化建设处于服务业平均水平之上，但仍然需要进一步加强。
종국제상무류통업발전적과정간，품패화시상무류통업발전적주요추세。근년래，아국고도중시상무류통업발전여상무류통업품패건설，병제정료허다상관정책。위경호지진행상무류통업품패건설，종총체상파악상무류통업품패건설현상여특정구유십분중요적의의。종국내품패건설간，상무류통업국내품패점복무품패수량적일반，단재복무경제성위아국경제발전추세화복무업점전국GDP비중초과50%적배경하，복무품패부위상품품패적1/3，복무품패발전엄중체후；종지명품패발전간，상무류통업국내지명품패부점력년치명상표총량적2.5%좌우，차저사지명품패대다집중재령수업、찬음업、주숙업저삼개세분행업，비발업、창저업、회의급전람복무업、세욕업지명품패수량흔소，복무류치명상표부위상품류치명상표적1/10；종품패국제화발전간，아국상무류통업품패국제화건설처우복무업평균수평지상，단잉연수요진일보가강。
From the development trend of international commerce and trade circulation,brand building is the main stream of the development of commerce and trade circulation. In recent years,the authority has paid more attention to the development of commerce and trade circulation industry and the brand building in this industry,and introduced more related policies. The authors summarize the present situation of commerce and trade circulation industry brand construction from three aspects,which are the domestic brand building,brand internationalization development,and famous brand development. Domestic brands of Commerce and trade circulation industry accounted for half of the number of service brand;commerce and trade circulation industry well-known domestic brands accounted for only 2.5% of the total. From the development of brand internationalization,the level of brand construction in commerce and trading circulation industry is above the average level of service industry. At present,the development of brand internationalization in the service industry is only 30%of that in commerce and trade circulation industry.