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 present, China has become the largest high-end consumer group in the world, but there are just few premium brands with competitiveness in China. The Chinese consumers mainly go to buy high-end goods in the foreign markets. Facing competitive pressure of foreign premium brands, we need to improve the local high-end brands and industrial competitiveness, to effectively meet the domestic market demand of the high-end goods. Inter- nationally renowned high-end brands have been recognized and sought by many consumers because these brands have successfully created a customer-oriented brand value chain, enhancing the brands＇ taste and competitiveness. By learning the experience of the well-known brands in the construction of the value chain, this paper analyzes the situation of the Chinese high-end brands from the perspectives of business and industrial development, and explores into the basic ideas and measures for reshaping the local value chain of the high - end brands in a comprehensive and deep way.