中华“老字号”的品牌国际化战略研究

发布时间：2018-02-03 15:36

本文关键词： 中华“老字号” 公地悲剧品牌国际化战略　出处：《青岛大学》2008年硕士论文　论文类型：学位论文

【摘要】： 随着世界经济一体化的加快和企业竞争的加剧,国际竞争已进入品牌竞争时代。在品牌竞争时代,品牌在微观上体现着企业素质、产品质量及对消费者的责任心和信誉度,是体现企业价值的无形资产之一;在宏观上体现着一个国家综合竞争实力和工业发展水平。品牌的国际竞争力是一国产业国际竞争力的象征,具体量化为品牌在国际市场上的知名度和市场占有率,即品牌的国际化能力。目前,众多跨国公司和大型企业纷纷进入中国市场,中华“老字号”与来自海外具有几十年甚至上百年市场经验和强大综合实力的世界知名品牌进行激烈竞争,很多洋货已迅速占领中国部分市场,其成功的法宝就是品牌。所以在这场全球化市场竞争中,中华“老字号”如不能建立起属于自己的世界级品牌,将永远无法摆脱所处的不利地位。本文在国内外学者相关研究成果的基础上,以定性和定量相结合的方法,系统地分析了中华“老字号”品牌国际化过程中应采取的主要策略。本文共分四章:首先对品牌的基本理论进行了分析,包括品牌的含义、品牌资产以及品牌形象塑造等内容;然后对品牌国际化的相关概念进行了严格的界定,并提出了品牌国际化的战略意义、机会及障碍:第三部分从中华“老字号”品牌的历史和现状入手,着重分析了中华“老字号”目前品牌建设所存在的主要问题,并在此基础上对中华“老字号”进行品牌国际化的必要性和中华“老字号”企业品牌国际化战略进行了探讨;第四部分是本文的主体部分,该部分针对第三部分指出的目前中华“老字号”品牌建设尤其是在品牌国际化方面存在的问题,结合世界通行的品牌理论,从产品、品牌形象识别、品牌定位、广告创意和品牌管理五个方面提出中华“老字号”品牌国际化的策略:本文最后从宏观的角度出发,探讨了目前中华“老字号”实施品牌国际化战略所面临的主要问题,并有针对性的提出了解决的思路和方法。
[Abstract]:With the acceleration of world economic integration and the aggravation of enterprise competition, international competition has entered the era of brand competition. In the era of brand competition, brand reflects the quality of enterprises on the micro level. Product quality, responsibility to consumers and reputation, is one of the intangible assets that reflect the value of the enterprise; On the macro level, it reflects a country's comprehensive competitive strength and level of industrial development. The international competitiveness of a country's brand is the symbol of a country's industrial international competitiveness. Specific quantification for the brand in the international market awareness and market share, that is, the internationalization of the brand. At present, many multinational corporations and large enterprises have entered the Chinese market. China's "old brands" compete fiercely with world-famous brands from overseas with decades or even hundreds of years of market experience and strong comprehensive strength, and many foreign goods have quickly occupied part of the Chinese market. The magic weapon of its success is the brand. So in this global market competition, if the Chinese "old brand" can not build its own world-class brand, it will never be able to get rid of its disadvantageous position. Based on the research results of domestic and foreign scholars, this paper combines qualitative and quantitative methods. This paper systematically analyzes the main strategies that should be adopted in the process of brand internationalization. This paper is divided into four chapters: firstly, the basic theory of brand is analyzed, including the meaning of brand. Brand equity and brand image shaping and so on; Then the related concepts of brand internationalization are strictly defined, and the strategic significance, opportunities and obstacles of brand internationalization are put forward. The third part starts with the history and current situation of Chinese "old brand" brands. This paper mainly analyzes the main problems existing in the current brand construction of the "old Chinese brands". On the basis of this, the necessity of brand internationalization of Chinese "old brand" and the strategy of brand internationalization of Chinese "old brand" enterprises are discussed. Part 4th is the main part of this paper. The third part points out the existing problems in the construction of Chinese "old brand" brand, especially in the field of brand internationalization, combined with the prevailing brand theory in the world. From the product, brand image identification, brand positioning, advertising creativity and brand management five aspects of the Chinese "old brand" brand internationalization strategy: this article from a macro perspective. This paper probes into the main problems facing the implementation of the brand internationalization strategy in China's "old brands", and puts forward some ideas and methods to solve the problems.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【参考文献】