中国企业品牌国际化研究
发布时间：2018-08-09 12:57
【摘要】： 美国著名营销专家莱利莱特(Larry Light)指出:未来的营销是品牌的战争——是品牌实力的竞争,品牌是公司最宝贵的资产,拥有市场比拥有工厂要重要的多,而唯一拥有市场的途径就是拥有具备市场优势的品牌。随着我国加入WTO,无论在国内市场还是在国际市场,我国企业都面临着和众多世界知名品牌进行竞争的局面。对于刚刚迈出国门的中国企业,面对这样的严峻形势怎样来打造我们自己的国际品牌。这是值得每一位中国企业家、学者都认真思考的问题。现阶段由美国次贷危机引发的全球性经济危机,正在向纵深扩散。这场危机对西方国家经济是一次严重的打击,而中国由于合理的经济结构和到位的政府调控政策,经济依然保持了良好的发展势头。这对正在实施“走出去”战略的中国企业来说,是一个打造国际化品牌的良好机遇。 今天中国还没有一个真正具备国际影响力的品牌,而国内学者对于中国企业如何打造国际品牌的研究也不够充分,大部分的研究都集中于与品牌相关的某个专业领域。正是这些原因促使我完成了这篇论文。本文整合了国内外学者在相关领域的研究成果,结合大量的数据和案例运用了实证分析和规范分析相结合的方法全面系统地分析了我国企业品牌国际化的策略和战略。 本文由六章构成,各章具体按如下思路展开: 第一章导言。主要提出了论文选题的背景和意义,综述了国内外对品牌国际化研究的文献,论述了本文的主要创新之处和研究方法,并对论文的框架结构进行了说明。 第二章品牌概述。对品牌国际化的相关概念进行界定,论述了现阶段发达国家企业品牌和中国企业品牌国际化的现状,以及他们之间的差距。 第三章中国企业品牌国际化的动因及意义。阐述了中国企业品牌国际化的动因以及中国企业品牌国际化对企业本身和国家的意义。 第四章中国企业品牌国际化的障碍分析。分析了企业在品牌国际化上所存在的障碍和企业面对这些障碍所要做出的调整。 第五章中国企业品牌国际化的策略和方式。全面论述了中国企业在品牌国际化过程中所应采用的品牌战略、品牌定位、品牌建设、品牌文化、品牌管理和品牌推广等问题。结合大量案例阐述了中国企业品牌国际化的路径选择,品牌进入他国的方式和程度。 第六章中国政府在企业品牌国际化中的作用。论述了政府推进企业品牌国际化的理论依据,结合相关理论提出了中国政府支持企业品牌国际化的政策建议。
[Abstract]:(Larry Light), a famous American marketing expert, pointed out: future marketing is the war of brands-the competition for brand strength. Brand is the most valuable asset of a company. Owning the market is more important than owning a factory. And the only way to own the market is to have a market advantage of the brand. With China's entry into WTO, Chinese enterprises are facing competition with many famous brands in the world, both in the domestic market and in the international market. For Chinese enterprises that have just stepped out of the country, how to build our own international brand in the face of such a severe situation. This is worth every Chinese entrepreneur, scholars are seriously thinking about the problem. At present, the global economic crisis caused by the subprime mortgage crisis in the United States is spreading in depth. The crisis has dealt a severe blow to the economies of Western countries, while China's economy has maintained a good momentum because of its sound economic structure and effective government regulation and control policies. This is a good opportunity to build an international brand for Chinese enterprises that are implementing "going out" strategy. Today, there is not a brand with real international influence in China, and domestic scholars' research on how to build international brand is not enough, most of the research is focused on a professional field related to brand. It was for these reasons that I finished the paper. This paper integrates the research results of domestic and foreign scholars in related fields, and combines a large number of data and cases to analyze the strategies and strategies of brand internationalization of Chinese enterprises comprehensively and systematically using the methods of empirical analysis and normative analysis. This article consists of six chapters, each chapter is carried out according to the following ideas: chapter one introduction. This paper mainly puts forward the background and significance of this paper, summarizes the domestic and foreign literature on brand internationalization, discusses the main innovations and research methods of this paper, and explains the frame structure of the thesis. The second chapter is an overview of the brand. This paper defines the related concepts of brand internationalization, and discusses the current situation of brand internationalization in developed countries and Chinese enterprises, as well as the gap between them. The third chapter is the motivation and significance of brand internationalization of Chinese enterprises. This paper expounds the motivation of Chinese enterprise brand internationalization and the significance of Chinese enterprise brand internationalization to the enterprise itself and the country. The fourth chapter analyzes the obstacles of brand internationalization of Chinese enterprises. This paper analyzes the obstacles in brand internationalization and the adjustment that enterprises should make in the face of these obstacles. The fifth chapter is the strategy and method of brand internationalization of Chinese enterprises. Brand strategy, brand positioning, brand construction, brand culture, brand management and brand promotion should be adopted by Chinese enterprises in the process of brand internationalization. Combined with a large number of cases, this paper expounds the path choice of brand internationalization of Chinese enterprises, the way and degree of brand entry into other countries. Chapter VI the role of Chinese government in the internationalization of enterprise brands. This paper discusses the theoretical basis for the government to promote the internationalization of enterprise brands, and puts forward the policy suggestions of the Chinese government to support the internationalization of enterprise brands.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2
本文编号：2174143
[Abstract]:(Larry Light), a famous American marketing expert, pointed out: future marketing is the war of brands-the competition for brand strength. Brand is the most valuable asset of a company. Owning the market is more important than owning a factory. And the only way to own the market is to have a market advantage of the brand. With China's entry into WTO, Chinese enterprises are facing competition with many famous brands in the world, both in the domestic market and in the international market. For Chinese enterprises that have just stepped out of the country, how to build our own international brand in the face of such a severe situation. This is worth every Chinese entrepreneur, scholars are seriously thinking about the problem. At present, the global economic crisis caused by the subprime mortgage crisis in the United States is spreading in depth. The crisis has dealt a severe blow to the economies of Western countries, while China's economy has maintained a good momentum because of its sound economic structure and effective government regulation and control policies. This is a good opportunity to build an international brand for Chinese enterprises that are implementing "going out" strategy. Today, there is not a brand with real international influence in China, and domestic scholars' research on how to build international brand is not enough, most of the research is focused on a professional field related to brand. It was for these reasons that I finished the paper. This paper integrates the research results of domestic and foreign scholars in related fields, and combines a large number of data and cases to analyze the strategies and strategies of brand internationalization of Chinese enterprises comprehensively and systematically using the methods of empirical analysis and normative analysis. This article consists of six chapters, each chapter is carried out according to the following ideas: chapter one introduction. This paper mainly puts forward the background and significance of this paper, summarizes the domestic and foreign literature on brand internationalization, discusses the main innovations and research methods of this paper, and explains the frame structure of the thesis. The second chapter is an overview of the brand. This paper defines the related concepts of brand internationalization, and discusses the current situation of brand internationalization in developed countries and Chinese enterprises, as well as the gap between them. The third chapter is the motivation and significance of brand internationalization of Chinese enterprises. This paper expounds the motivation of Chinese enterprise brand internationalization and the significance of Chinese enterprise brand internationalization to the enterprise itself and the country. The fourth chapter analyzes the obstacles of brand internationalization of Chinese enterprises. This paper analyzes the obstacles in brand internationalization and the adjustment that enterprises should make in the face of these obstacles. The fifth chapter is the strategy and method of brand internationalization of Chinese enterprises. Brand strategy, brand positioning, brand construction, brand culture, brand management and brand promotion should be adopted by Chinese enterprises in the process of brand internationalization. Combined with a large number of cases, this paper expounds the path choice of brand internationalization of Chinese enterprises, the way and degree of brand entry into other countries. Chapter VI the role of Chinese government in the internationalization of enterprise brands. This paper discusses the theoretical basis for the government to promote the internationalization of enterprise brands, and puts forward the policy suggestions of the Chinese government to support the internationalization of enterprise brands.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2
【引证文献】
相关期刊论文 前3条
1 徐中胤;;关于企业品牌国际化的几点思考[J];经济研究导刊;2012年18期
2 张岸薇;;中国企业品牌国际化战略探讨[J];商;2012年13期
3 蒋洋;王芳;;民族企业如何在国际市场打造品牌[J];China's Foreign Trade;2011年12期
，本文编号：2174143
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