文档介绍：宁波理工学院

毕业论文(设计)

题目台州企业品牌国际化发展战略研究
姓名毛星星
学号 3050611015
专业班级 05 国际经济与贸易(1)班
指导教师肖文
分院经济与贸易分院
完成日期 2009 年 6 月 8 日
The Development Strategy of SME’s Brand
internationalization in Taizhou

Mao Xingxing
摘要
品牌正以其无法阻挡的魅力深入到世界的每一个角落。拥有品牌,就等于拥
有优势,可以在市场竞争中处于领先地位。随着世界经济全球化的发展及中国加
入 WTO,浙江省企业不得不面对国际知名品牌的直接竞争。特别是对于占总数
量 90%以上的中小企业而言,由于资金、人才、市场、信息等各方面资源都无法
与大公司及跨国公司相抗衡,因而所面临的环境将更为严峻。
本文讨论了品牌的含义以及品牌国际化的概念,通过探讨台州企业品牌国际
化中存在的问题,指出今后台州企业在品牌国际化进程中可以实行的相关战略。

关键词品牌国际化;台州企业;战略
Abstract
Brand is going to every corner of the world. Having a famous brand
means having the pared with the pany. Also this
means a leading position in the petition. With the development
of globalization of the world, and the entry of China into WTO, our every
enterprise has to face petition with the famous brand in the world.
Especially for small and medium enterprises that makes up 90% of total
company, their situation will be more stern for lack of element of fund,
talented man, market, information and so on. Therefore, to a SME, it is
important to take petition strategy in new economic environment.
This article discussed the meaning of brands and brand
internationalization. Then state the picture of the strategies that the
brandinternationalization of Taizhou business enterprises to into practice
and problem during the process. Finally, point out the strategies in the
process of internationalization in Taizhou in the future.

Key words Brand Internationalization; Taizhou business enterprises;
development strategy
目录
一、引言........................................................... 1
二、相关理论回顾..................................................... 2
(一)品牌和品牌国际化的定义...................................... 2
(二)品牌国际化战略相关理论回顾.................................. 3
(三)安德鲁的“SWOT”模型理论.................................... 3
三、台州企业品牌国际化的现状......................................... 5
(一)台州企业品牌建设进展...........