中国企业品牌国际化传播研究

发布时间：2018-08-11 16:05

【摘要】：经济全球化背景下市场竞争的本质是品牌的竞争,品牌国际化是中国未来经济发展的核心和关键,也是中国企业实现跨越式发展,永葆基业长青的必由之路。改革开放以来的三十余年,在角逐市场化的竞争中,中国企业也逐渐开始了探索国际化的历程,多年过后,中国已经拥有世界级的产品,还成长起来一批世界级的企业,但却始终没有诞生令人尊敬的、拥有强大号召力和感染力的世界级顶尖品牌,甚至于中国品牌在海外市场的知名度依然堪忧。显然,中国企业品牌的国际化拓进与传播仍存在很多尚待挖掘与解决的深层困境与问题。本文就是在这个背景下诞生,力求从原点出发,立足中国企业的发展现实,回归品牌国际化传播的历程与现状,深入探析中国企业品牌建设与品牌传播的问题与困境,力求在寻根溯源中理清中国企业品牌发展的核心基因,旨在为提升中国企业品牌国际化传播效果提供解决思路与策略路径。就论文研究的主体内容而言,本文将中国企业的成长空间置于经济全球化及中国全面融入经济全球化浪潮的大背景场域下,考察中国企业进行品牌国际化传播的必要性,阐述其对企业自身发展及对国家国际竞争力提升的重要意义与践行价值。在此基础上,对中国企业品牌国际化传播的历程及传播现状做全景式考察,探寻制约当前企业品牌国际化传播的问题及影响因素,通过构筑影响因素分析的三维视角,搭建了国际知名品牌培育的三维模型,并在此分析框架下,探讨提升中国企业品牌国际化传播效果的策略路径及对策。具体写作思路遵循以下逻辑结构展开： 1)中国企业品牌国际化传播的历程。这一章主要明晰品牌国际化传播的背景及中国品牌的国际化传播历程,在详尽阐述经济全球化与品牌国际化关系的基础上,对于中国企业品牌国际化传播的历程进行了回顾与梳理。本文将中国企业品牌国际化传播的历程划分为前国际化传播时期(1984-1994)、品牌国际化传播酝酿期(1995-2001)、品牌国际化传播试水期(2002-2008)、品牌国际化传播融入期(2009至今)等几个阶段,并得出结论：到目前为止,由于品牌影响力极低,尚未形成有行业领导性的全球性品牌,目前中国企业品牌传播的全球化进程,还未能进入全球化品牌发展期； 2)中国企业品牌国际化传播的现状及问题。这一章主要对中国企业品牌的国际化传播现状进行考察,并明确传播进程中的困境及问题。历经十几年艰辛的探索,先行的一部分中国企业品牌的国际化传播已初见成效,但就总体而言,中国企业品牌的影响力、品牌价值还远远不能与世界知名品牌相比肩,中国在世界顶级品牌中没有位置,中国企业在品牌战中依然居于劣势。现代品牌的本质是在消费者和产品之间建立密切的关系,深度关系的构筑只有通过有效的传播才能建立起来。但就目前中国品牌的国际化传播现状而言,问题依然凸显。打造世界级品牌、探寻国际品牌形象构筑与传播的方法与路径仍是中国企业未来参与全球竞争面临的头等战略任务； 3)影响中国企业品牌国际化传播的制约因素分析。这一章首先通过对品牌本质的探源以及对国际知名品牌打造所需相关因素的整一化思考,构筑了分析影响中国企业品牌国际化传播的三维视角,即中国企业品牌的国际化传播同时受到微观、中观、宏观三个层面因素的影响与制约。就微观层面而言,目前的传播困境首先受制于中国企业自身基础能力体系的制约,由中观层面观之,政府政策支持的不完备及国家品牌形象的背书因素,构成国际化传播的主要障碍因素；而从宏观层次分析,中国企业品牌的国际化传播还受到国际社会品牌竞争体系的制约。这三方面的制约因素构成了对策内容的整体分析路径。 4)提升中国企业品牌国际化传播效果的路径分析。主要就以上三方面维度展开具体的阐释与分析,包括：构建扎实的基础能力体系：中国企业的升级换代与竞争力提升；营造健康有利的环境支撑体系：国家政策体系完善与新国家形象的构建；构造高效的品牌国际化传播体系：国际化传播理念重建与传播能力提升。最后,结语部分再次重申对中国尚未诞生世界级品牌的遗憾与期待,对其中原因进行了简要总结,并对其诞生条件及可能性进行了展望。
[Abstract]:Under the background of economic globalization, the essence of market competition is brand competition. Brand internationalization is the core and key of China's future economic development. It is also the only way for Chinese enterprises to achieve leap-forward development and keep the foundation industry evergreen. In the past thirty years since the reform and opening up, Chinese enterprises have gradually begun to explore the competition in the market. After many years of internationalization, China has owned world-class products and has grown into a number of world-class enterprises, but there has never been a respectable world-class top brand with strong appeal and appeal, even the popularity of Chinese brands in the overseas market is still worrying. There are still many deep-seated dilemmas and problems to be solved in the process of internationalization development and communication.This paper is born under this background, striving to proceed from the origin, based on the reality of the development of Chinese enterprises, return to the process and status quo of brand internationalization communication, in-depth analysis of the problems and dilemmas of brand building and brand communication in Chinese enterprises. The purpose of this paper is to clarify the core genes of Chinese enterprise brand development in order to provide solutions and strategic paths to enhance the effect of international brand communication.
As far as the main content of this paper is concerned, this paper puts the growth space of Chinese enterprises under the background of economic globalization and China's full integration into the tide of economic globalization, examines the necessity of brand internationalization communication of Chinese enterprises, and expounds its important significance to the development of enterprises themselves and the promotion of national international competitiveness. On this basis, the paper makes a panoramic survey of the process and status quo of the international brand communication of Chinese enterprises, explores the problems and influencing factors that restrict the current international brand communication, and establishes a three-dimensional model of the cultivation of international well-known brands by constructing a three-dimensional perspective of influencing factors analysis. This paper explores the strategic path and Countermeasures to enhance the effect of international brand communication of Chinese enterprises.
This chapter mainly clarifies the background of brand internationalization and the process of brand internationalization. On the basis of elaborating the relationship between economic globalization and brand internationalization, this chapter reviews and combs the process of brand internationalization in Chinese enterprises. The process of brand internationalization communication is divided into pre-internationalization communication period (1984-1994), brand internationalization communication brewing period (1995-2001), brand internationalization communication trial period (2002-2008), brand internationalization communication integration period (2009-present), and so on. The conclusion is drawn: up to now, because of the very low brand influence, it has not yet been formed. The global brand of industry leadership, the globalization process of Chinese enterprise brand communication, has not yet entered the global brand development period.
2) The present situation and problems of the internationalization communication of Chinese enterprise brand. This chapter mainly investigates the present situation of the internationalization communication of Chinese enterprise brand, and clarifies the difficulties and problems in the process of communication. The influence of the industry brand, brand value is far from the world-famous brand, China has no place in the world's top brands, Chinese enterprises are still at a disadvantage in the brand war. However, as far as the current situation of international brand communication in China is concerned, the problem is still prominent.
3) Analysis of the Restrictive Factors Affecting the Internationalization of Chinese Enterprise Brands. This chapter firstly constructs a three-dimensional perspective to analyze the influence of the Internationalization of Chinese Enterprise Brands, that is, the Internationalization of Chinese Enterprise Brands is simultaneously affected by the Internationalization of Chinese Enterprise Brands, by exploring the origin of the brand nature and the integration of the relevant factors for the creation of international well-known brands. On the micro level, the current communication dilemma is first restricted by the basic capability system of Chinese enterprises. From the medium level, the imperfection of government policy support and endorsement of national brand image constitute the main obstacles to international communication. From the macro-level analysis, the internationalization of Chinese enterprise brand is also restricted by the international brand competition system. These three factors constitute the overall analysis path of the content of the countermeasures.
4) The path analysis of promoting the effect of international brand communication of Chinese enterprises. The paper mainly expounds and analyzes the above three dimensions, including: building a solid basic capability system: upgrading and upgrading of Chinese enterprises and enhancing competitiveness; building a healthy and favorable environment support system: improving the national policy system and a new national shape. The construction of image; the construction of efficient international brand communication system: the reconstruction of international communication concept and the promotion of communication ability.
Finally, the conclusion reiterates the regret and expectation that China has not yet born a world-class brand, summarizes the reasons briefly, and looks forward to the conditions and possibilities of its birth.
【学位授予单位】：武汉大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F274;F279.2

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