CAJ | 학술논문

缺乏品牌是中国制造大而不强的显著标志之一，也是中国制造产品难以进入国际中高端市场的重要原因。实现“中国产品”向“中国品牌”的转变是中国制造转型升级的必然道路。本文通过文献研究、专家访谈、问卷调查、企业研讨、案例分析等多种研究手段分析了中国制造品牌的总体状况与问题，从宏观发展因素、企业经营因素、产品/服务质量因素以及舆论宣传因素等方面剖析了问题产生的原因，并针对政府和企业在中国制造品牌建设中的不同定位和作用提出相应的建议措施。
결핍품패시중국제조대이불강적현저표지지일，야시중국제조산품난이진입국제중고단시장적중요원인。실현“중국산품”향“중국품패”적전변시중국제조전형승급적필연도로。본문통과문헌연구、전가방담、문권조사、기업연토、안례분석등다충연구수단분석료중국제조품패적총체상황여문제，종굉관발전인소、기업경영인소、산품/복무질량인소이급여론선전인소등방면부석료문제산생적원인，병침대정부화기업재중국제조품패건설중적불동정위화작용제출상응적건의조시。
The lack of brands is one signiifcant sign of Chinese-made goods known as large but not strong, and it is an important reason that Chinese products are very dififcult to enter the international high-end market. The change from “Chinese products”to “Chinese brand”is an inevitable way for transformation and upgrading of China Manufacturing. Through a variety of research methods including literature reviews, expert interviews, surveys, case studies, etc., this paper describes the overall situation and problems of Chinese brand development and analyzes the causes from the perspectives of macro factors, business factors, product/service quality factors and the medium factors. According to the different roles played by the government and the enterprises in Chinese manufacturing brand development, this paper brings out strategic suggestions, respectively.