文档介绍：摘要
伴随世界经济的快速发展,各国企业之间的竞争已由产品竞争、质量竞争演变为品牌的竞争,因此怎样加快中国品牌走向世界的步伐,成为中国企业面临的一个重大课题。文章主要采用比较分析法,就国外著名品牌国际化的研究来找出中国品牌国际化的不足;采用案例分析法,就中国一些著名品牌成功的走上国际化道路来分析中国品牌走国际化道路主要面临的问题及策略的选择。文章分三部分来探索中国品牌国际化发展策略。首先就品牌国际化的必要性及中国品牌实现国际化有何重要意义进行了浅析。第二部分从中国品牌发展现状着手,找出不足与差距,说明为何中国品牌难以发展壮大。第三部分则结合世界通行品牌理论与中国品牌发展现状,提出了品牌塑造策略、质量策略、本土化策略、创新策略、核心价值策略和危机管理策略,以及如何运用这些策略才能使品牌成功的走上国际化道路。
关键词:经济全球化,品牌,国际化,策略
ABSTRACT
With the fast-paced development of international economy, petitions between nations have been transformed from the petition, petition to the petition. So how to quicken the steps of China’s brands entering the world has e a meaningful subject of the Chinese enterprises. This essay has adopted parative analysis method, discovering the inefficiencies of China’s global branding through the research of the famous world global branding; adopting the case analysis and using the cases of the essful global branding of China to analyze the problems and choices of the global branding of China. This text has been divided into three parts to explore the the global branding of China: first, analyzing the necessities of the global branding and the significance of China’s adoption of global branding. Second, discovering the inefficiencies and differences through the status quo of China’s development of the branding, indicating why it is hard for the Chinese brands to be strong. Third, combining mon international theories of the brand and the realities of the Chinese brand development, putting forward the brand-molding tactics, quality tactics, localization tactics, creativity tactics, core-value tactics and the crisis-managing tactics and try to figure out how to utilize these tactics to essfully make the brands into the road of the global branding.
Keywords:Economic Globalization,Brand ,Globalization ,Tactics
目录
一前言 1
二中国企业品牌国际化的意义 2
(一)有利于企业的持续成长 3
1实现生产与流通的规模经济 3
2扩大影响范围 3
3汲取新知识 4
4激励学****4
5提升跨国运作能力 4
(二)有利于宏观经济的发展 4
1提升国家形象 4
2维护国家经济安全 5
3实现国民经济的可持续发展 5
三中国企业品牌国际化的现状及存在问题的原因 5