我国IT企业品牌国际化战略研究

发布时间：2018-03-05 07:12

本文选题：IT　切入点：品牌国际化　出处：《湖南工业大学》2008年硕士论文　论文类型：学位论文

【摘要】： IT作为高科技的代表,其对传统产业的改造能力是毋容置疑的。在各行各业,随处都可见IT的应用。IT融入经济生活,极大地促进了生产力及生产效率的提高,成为国家经济增长的重要推动力量。品牌作为一种独有的无形资产,已成为企业竞争的核心内容和手段,成为赢得顾客忠诚和企业求得长期生存与成长的关键。我国IT企业由于品牌的劣势,在与国外品牌的竞争中处于十分艰难的境地。不仅企业的赢利能力有较大差距,更重要的是影响了资金的积累速度,进而使得再投入不足,与国外品牌的差距越拉越大。故此本文选取了我国IT企业的品牌国际化战略进行研究。本文首先从品牌以及品牌国际化的基本概念入手,介绍了国内外品牌国际化理论。继而将目光锁定在我国的IT企业,探讨了IT企业品牌国际化的必要性和可行性。接着重点从生产、竞争、创新、人才、品牌推广以及危机管理等方面提出我国IT企业品牌国际化的基本思路,即我国IT企业应该清楚认识自身的核心能力,并有针对性的进行强化;合理选择竞争战略,尽量避免与跨国巨头的正面交锋;从增加用户价值出发,全员参与创新;建立一套高效人才机制,注重对于高素质人才的引进、培养与挽留;全方位地进行品牌推广以及加强品牌危机管理。最后介绍了我国IT企业品牌国际化的历程,以华为、联想以及明基的品牌国际化战略为典型案例进行剖析,总结了取得的经验与存在的不足。
[Abstract]:As a representative of high technology, there is no doubt that IT's ability to transform traditional industries. In various industries, IT applications can be seen everywhere in economic life, greatly promoting productivity and productivity. To become an important driving force of national economic growth. As a unique intangible asset, brand has become the core content and means of enterprise competition, and the key to win customer loyalty and the long-term survival and growth of enterprises. In the competition with foreign brands in a very difficult situation. Not only there is a large gap in the profitability of enterprises, more important is to affect the pace of capital accumulation, and then make re-investment insufficient, The gap between Chinese and foreign brands is widening, so this paper chooses the brand internationalization strategy of Chinese IT enterprises to study. This paper begins with the basic concepts of brand and brand internationalization, introduces the theory of brand internationalization at home and abroad, and then focuses on the IT enterprises in our country. This paper discusses the necessity and feasibility of brand internationalization in IT enterprises, and then puts forward the basic ideas of brand internationalization of IT enterprises in China from the aspects of production, competition, innovation, talent, brand promotion and crisis management. That is, our country's IT enterprises should clearly understand their core competence and strengthen it pertinently; choose the competition strategy rationally, try their best to avoid the direct confrontation with the multinational giants, start from increasing the value of users, and participate in innovation. To establish a set of efficient talent mechanism, pay attention to the introduction, cultivation and retention of high-quality talents; promote brand and strengthen brand crisis management in all directions. Finally, introduce the course of brand internationalization of our country's IT enterprises, with Huawei, Lenovo and BenQ's brand internationalization strategy are analyzed as typical cases, and the experience and shortcomings are summarized.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

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