万力公司品牌国际化策略研究

发布时间：2018-02-28 14:28

本文关键词： 中小外贸企业品牌国际化策略　出处：《郑州大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着经济全球化的发展和国际贸易的开展,企业间的竞争越来越激烈,如今企业间的竞争已经不再是产品竞争,而是品牌的竞争。无品牌已经成为过去,如何创建自己的品牌并推向国际,提高产品附加值,提升企业形象,增强国际竞争力,是我国中小外贸企业需要迫切考虑的问题。目前我国中小型外贸企业品牌建设的滞后一直制约着企业的发展,要解除其发展过程中的障碍就必须深入了解当前困扰中小型外贸企业品牌建设的深层问题。本文研究以企业品牌国际化策略为核心,结合了实证研究对象万力公司的品牌国际化策略情况,说明了我国中小企业在品牌国际化策略方面存在的部分问题,并提出了相应的策略和对策。本文主要为六个部分,第一部分表明了本文的研究意义与方法、研究思路与主要内容。第二部分介绍了公司概况、公司品牌现状和品牌内外部环境。第三部分着重讲述了万力公司品牌国际化过程面临的问题。第四部分提出了品牌国际化的策略。第五部分提出了品牌国际化策略的保障措施。第六部分则是就上述内容进行总结、归纳。
[Abstract]:With the development of economic globalization and the development of international trade, the competition among enterprises is becoming more and more intense. Nowadays, the competition among enterprises is no longer the competition of products, but the competition of brands. How to create their own brand and push to the international market, improve the added value of products, enhance the image of the enterprise, enhance the international competitiveness, It is an urgent problem for the small and medium-sized foreign trade enterprises of our country to consider. At present, the lag in the brand construction of the small and medium-sized foreign trade enterprises in our country has been restricting the development of the enterprises. In order to remove the obstacles in the process of development, we must deeply understand the deep problems that currently beset the brand construction of small and medium-sized foreign trade enterprises. Combined with the empirical research object of Wanli Company's brand internationalization strategy, this paper explains some problems existing in the brand internationalization strategy of small and medium-sized enterprises in China, and puts forward the corresponding strategies and countermeasures. This paper mainly consists of six parts. The first part shows the significance and method of the research, the research ideas and main contents. The second part introduces the general situation of the company. The third part focuses on the problems in the process of brand internationalization of Wanli Company. Part 4th puts forward the strategy of brand internationalization. Part 5th puts forward the strategy of brand internationalization. Part 6th is a summary of the above. Induction.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F752;F273.2

【参考文献】