CAJ | 학술논문

目前，中国消费者已成为全球第一大高端品牌消费群体，但我国有竞争力的高端品牌却寥寥无几，本土消费者高端品牌的购买主要是在国外市场实现的。面对国外高端品牌的竞争压力，不断提升本土高端消费品产业竞争力，有效满足国内外市场对高端品牌的需求，就显得非常必要而迫切。国际知名高端品牌之所以受到众多消费者的认可或追捧，是因为这些品牌成功打造了顾客导向的品牌价值链，进而提升了品牌的忠诚度和竞争力。本研究借鉴国外知名高端品牌价值链构建成功经验，立足中国高端品牌现状，从企业和产业发展两个视角，探讨重塑本土高端品牌价值链的基本思路和对策。
목전，중국소비자이성위전구제일대고단품패소비군체，단아국유경쟁력적고단품패각요요무궤，본토소비자고단품패적구매주요시재국외시장실현적。면대국외고단품패적경쟁압력，불단제승본토고단소비품산업경쟁력，유효만족국내외시장대고단품패적수구，취현득비상필요이박절。국제지명고단품패지소이수도음다소비자적인가혹추봉，시인위저사품패성공타조료고객도향적품패개치련，진이제승료품패적충성도화경쟁력。본연구차감국외지명고단품패개치련구건성공경험，립족중국고단품패현상，종기업화산업발전량개시각，탐토중소본토고단품패개치련적기본사로화대책。
At ptesent,China has become the latgest high-end consumet gtoup in the wotld,but thete ate just few ptemium btands with competitiveness in China.The Chinese consumets mainly go to buy high-end goods in the foteign matkets.Facing competitive ptessute of foteign ptemium btands,we need to imptove the local high-end btands and industtial competitiveness,to effectively meet the domestic matket demand of the high-end goods.Intet-nationally tenowned high-end btands have been tecognized and sought by many consumets because these btands have successfully cteated a customet-otiented btand value chain,enhancing the btands’taste and competitiveness. By leatning the expetience of the well-known btands in the consttuction of the value chain,this papet analyzes the situation of the Chinese high-end btands ftom the petspectives of business and industtial development,and explotes into the basic ideas and measutes fot teshaping the local value chain of the high -end btands in a comptehensive and deep way.