我国企业国际品牌战略研究

发布时间：2018-01-16 21:07

本文关键词：我国企业国际品牌战略研究　出处：《天津财经大学》2008年硕士论文　论文类型：学位论文

【摘要】： 在经济全球化、信息技术高度发达的时代背景下,国内竞争日益国际化,国际竞争国内化,我国企业要在激烈的竞争中生存与发展,必须将品牌建设提高到战略地位,同时要积极参与国际竞争,实施国际品牌战略。目前,我国只有极少数企业成功跻身于国际知名品牌的行业,而更多的企业尚未成功实施国际品牌战略,处于内忧外患的艰难境地。许多立志走出国门的企业迫切希望了解和学习国际知名品牌的品牌战略,以提高自身在国际市场中的品牌竞争力。此文将以此为目的展开研究,在对国际知名企业的品牌战略进行研究的基础上,结合我国企业目前国际品牌战略存在的现状与问题,积极借鉴国际知名品牌的成功经验,提出我国企业实施国际品牌战略的对策,以期能为我国企业应对国际市场的竞争、成功实施国际品牌战略有所帮助。此文的内容主要分为三部分: 首先,是对品牌、品牌战略理论的综述。通过对品牌、品牌战略的界定,理清了品牌、品牌战略与品牌策略之间的逻辑关系。其次,从我国品牌在国际市场中的地位、我国企业对市场信息的把握、品牌定位、品牌延伸、品牌维护等方面对我国国际品牌战略的现状进行了描述,并指出了我国企业国际品牌战略制定与实施策略中存在的问题与原因。最后,是对我国企业国际品牌战略的对策研究。针对我国企业国际品牌战略实施过程中存在的问题,并结合国际知名企业的国际市场品牌扩张成功经验,主要从国际品牌战略的规划、全球化思维、品牌维护、品牌的跨文化管理、品牌创新等方面提出了我国企业实施国际品牌战略的对策。
[Abstract]:Under the background of economic globalization and highly developed information technology, domestic competition is becoming more and more international and international competition is becoming domestic. Chinese enterprises should survive and develop in the fierce competition. At the same time, we must actively participate in the international competition and implement the international brand strategy. At present, only a few enterprises in our country have successfully entered the industry of international famous brand. And more enterprises have not successfully implemented the international brand strategy, in the difficult situation of internal and external problems. Many enterprises eager to go out of the country eager to understand and learn the brand strategy of international well-known brands. In order to improve their own brand competitiveness in the international market. This paper will take this as the purpose of the study, on the basis of the research on the brand strategy of international well-known enterprises. Combined with the current situation and problems of international brand strategy of Chinese enterprises, the successful experiences of international well-known brands are actively used for reference, and the countermeasures for Chinese enterprises to implement international brand strategy are put forward. The aim is to help Chinese enterprises cope with international market competition and implement international brand strategy successfully. The content of this article is divided into three parts: First of all, it summarizes the theory of brand and brand strategy, and clarifies the logical relationship between brand, brand strategy and brand strategy through the definition of brand and brand strategy. Secondly, the status of Chinese brand in the international market, the grasp of market information, brand positioning, brand extension, brand maintenance and other aspects of China's international brand strategy are described. The problems and reasons in the formulation and implementation of international brand strategy of Chinese enterprises are pointed out. Finally, it is the countermeasure research of the international brand strategy of our country enterprise, aiming at the problems existing in the process of implementing the international brand strategy of our country enterprise, and combining the successful experience of the international market brand expansion of the international famous enterprise. This paper puts forward the countermeasures of implementing international brand strategy from the aspects of international brand strategy planning, globalization thinking, brand maintenance, brand cross-cultural management, brand innovation and so on.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【参考文献】