中国企业品牌国际化升级路径研究——从品牌机制角度探究国际化品牌长青基因
发布时间：2018-11-18 18:18
【摘要】：基于品牌国际化升级的多案例研究,利用路径依赖理论探究了我国企业品牌经营和国际品牌经营存在巨大差异的形成机制。通过对国际顶端品牌的对比研究,发现我国机遇型企业要摆脱弊端,创建国际化长青品牌,必须从经验主义升级到方法论,通过学习、超越国际上经典和领先的品牌原理及方法论,借助中国经济形态在国际上的独特竞争优势,打造与世界竞争同步的国际化大品牌,这样才能使得品牌成功从偶然性向必然性转变,成就国际化长青品牌。
[Abstract]:Based on the multi-case study of brand internationalization upgrading, this paper explores the formation mechanism of great differences between Chinese enterprises' brand management and international brand management by using the path-dependence theory. Through the comparative study of the top international brands, it is found that in order to get rid of the malpractice and establish the international evergreen brand, China's opportunistic enterprises must upgrade from empiricism to methodology, and learn from it. Beyond the international classic and leading brand principles and methodology, with the help of the unique competitive advantage of China's economic form in the international, to create international brands in line with the world competition. Only in this way can brand success change from contingency to inevitability and achieve international evergreen brand.
【作者单位】： 中山大学管理学院;
【基金】：教育部哲学社会科学研究重大课题攻关项目(08JZD0019)
【分类号】：F273.2
[Abstract]:Based on the multi-case study of brand internationalization upgrading, this paper explores the formation mechanism of great differences between Chinese enterprises' brand management and international brand management by using the path-dependence theory. Through the comparative study of the top international brands, it is found that in order to get rid of the malpractice and establish the international evergreen brand, China's opportunistic enterprises must upgrade from empiricism to methodology, and learn from it. Beyond the international classic and leading brand principles and methodology, with the help of the unique competitive advantage of China's economic form in the international, to create international brands in line with the world competition. Only in this way can brand success change from contingency to inevitability and achieve international evergreen brand.
【作者单位】： 中山大学管理学院;
【基金】：教育部哲学社会科学研究重大课题攻关项目(08JZD0019)
【分类号】：F273.2
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