中国企业品牌国际化模式研究

发布时间：2018-08-30 09:31

【摘要】：自从改革开放以来,加入WTO,建设自贸区,中国积极地与世界经济融为一体,主动地与世界各国开展各类型的经济合作,正是由于中国正确的选择了符合中国国情、自身特色的经济发展道路,才使得经济高速增长的水平延续至今。现阶段,世界经济加速融合,正呈现出竞争白热化的趋势,企业特别是跨国企业更是成为了这场国际竞争中的主角,而现在国际市场上竞争主要是品牌之间的竞争。在这种情况下我国企业更应该加快国际化的步伐,如今“中国制造”已经为国际市场所熟悉,现阶段中国需要做的是提到中国的品牌竞争力。在企业国际化的过程中品牌国际化更是企业需要关注的重点,如何把品牌推向全世界,如何提高品牌的国际地位,如何更好地实现品牌国际化需要我们思考。本文的目的正是基于国际化过程的视角通过对品牌国际化模式的研究,为更好的提高我国企业在国际市场中的品牌竞争力,为确保企业有效利用有限资源,建立一套有力的企业品牌国际化模式理论为那些具有长远抱负的,必将征战海外市场的中国企业提供参考。通过研究我国具有代表性的典型企业品牌国际化案例,按照渐进和跨跃两种模式进行了分类比较研究,分别从目标市场的选择,品牌理念的定位,产品核心竞争力,营销策略四个方面分析了华为、TCL、海尔、温州小商品市场等企业品牌国际化模式的不同启示、规律和特性,然后,进一步探讨了其一般可适用的条件,指出企业在品牌国际化中可以参考的一般性规律。
[Abstract]:Since the beginning of reform and opening up, China has actively integrated itself with the world economy and initiated various types of economic cooperation with the rest of the world. It is precisely because China has correctly chosen to conform to China's national conditions that it has entered the WTO, to build a free trade zone. Its own characteristic economic development road, only then causes the economic high-speed growth level to continue up to now. At the present stage, the world economy is accelerating to merge, showing the trend of fierce competition. Enterprises, especially multinational enterprises, have become the protagonists of the international competition, and the competition in the international market is mainly the competition between brands. In this case, Chinese enterprises should speed up the pace of internationalization, now "made in China" has been familiar with the international market, at the present stage, China needs to do is to mention the brand competitiveness of China. In the process of enterprise internationalization, brand internationalization is the focus that enterprises should pay attention to. How to push the brand to the world, how to improve the international status of the brand, and how to better realize the brand internationalization need us to think about. The purpose of this paper is to improve the brand competitiveness of Chinese enterprises in the international market and to ensure the effective use of limited resources through the research of brand internationalization model based on the internationalization process. The establishment of a strong enterprise brand internationalization model theory for those with long-term aspirations, will be the overseas market for Chinese enterprises to provide a reference. By studying the typical enterprise brand internationalization cases in our country, the paper makes a comparative study according to the two models of gradual progress and leap, respectively, from the choice of target market, the positioning of brand idea, the core competitiveness of product. Four aspects of marketing strategy are analyzed, such as different enlightenment, rules and characteristics of brand internationalization models of Huawei TCL, Haier, Wenzhou small Commodity Market, etc. Then, the general applicable conditions are further discussed. Points out that enterprises in the brand internationalization can refer to the general law.
【学位授予单位】：东南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2;F279.2

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