【摘要】： 美國(guó)著名營(yíng)銷專家萊利萊特(Larry Light)指出:未來(lái)的營(yíng)銷是品牌的戰(zhàn)爭(zhēng)——是品牌實(shí)力的競(jìng)爭(zhēng),品牌是公司最寶貴的資產(chǎn),擁有市場(chǎng)比擁有工廠要重要的多,而唯一擁有市場(chǎng)的途徑就是擁有具備市場(chǎng)優(yōu)勢(shì)的品牌。隨著我國(guó)加入WTO,無(wú)論在國(guó)內(nèi)市場(chǎng)還是在國(guó)際市場(chǎng),我國(guó)企業(yè)都面臨著和眾多世界知名品牌進(jìn)行競(jìng)爭(zhēng)的局面。對(duì)于剛剛邁出國(guó)門的中國(guó)企業(yè),面對(duì)這樣的嚴(yán)峻形勢(shì)怎樣來(lái)打造我們自己的國(guó)際品牌。這是值得每一位中國(guó)企業(yè)家、學(xué)者都認(rèn)真思考的問(wèn)題�，F(xiàn)階段由美國(guó)次貸危機(jī)引發(fā)的全球性經(jīng)濟(jì)危機(jī),正在向縱深擴(kuò)散。這場(chǎng)危機(jī)對(duì)西方國(guó)家經(jīng)濟(jì)是一次嚴(yán)重的打擊,而中國(guó)由于合理的經(jīng)濟(jì)結(jié)構(gòu)和到位的政府調(diào)控政策,經(jīng)濟(jì)依然保持了良好的發(fā)展勢(shì)頭。這對(duì)正在實(shí)施“走出去”戰(zhàn)略的中國(guó)企業(yè)來(lái)說(shuō),是一個(gè)打造國(guó)際化品牌的良好機(jī)遇。 今天中國(guó)還沒(méi)有一個(gè)真正具備國(guó)際影響力的品牌,而國(guó)內(nèi)學(xué)者對(duì)于中國(guó)企業(yè)如何打造國(guó)際品牌的研究也不夠充分,大部分的研究都集中于與品牌相關(guān)的某個(gè)專業(yè)領(lǐng)域。正是這些原因促使我完成了這篇論文。本文整合了國(guó)內(nèi)外學(xué)者在相關(guān)領(lǐng)域的研究成果,結(jié)合大量的數(shù)據(jù)和案例運(yùn)用了實(shí)證分析和規(guī)范分析相結(jié)合的方法全面系統(tǒng)地分析了我國(guó)企業(yè)品牌國(guó)際化的策略和戰(zhàn)略。 本文由六章構(gòu)成,各章具體按如下思路展開: 第一章導(dǎo)言。主要提出了論文選題的背景和意義,綜述了國(guó)內(nèi)外對(duì)品牌國(guó)際化研究的文獻(xiàn),論述了本文的主要?jiǎng)?chuàng)新之處和研究方法,并對(duì)論文的框架結(jié)構(gòu)進(jìn)行了說(shuō)明。 第二章品牌概述。對(duì)品牌國(guó)際化的相關(guān)概念進(jìn)行界定,論述了現(xiàn)階段發(fā)達(dá)國(guó)家企業(yè)品牌和中國(guó)企業(yè)品牌國(guó)際化的現(xiàn)狀,以及他們之間的差距。 第三章中國(guó)企業(yè)品牌國(guó)際化的動(dòng)因及意義。闡述了中國(guó)企業(yè)品牌國(guó)際化的動(dòng)因以及中國(guó)企業(yè)品牌國(guó)際化對(duì)企業(yè)本身和國(guó)家的意義。 第四章中國(guó)企業(yè)品牌國(guó)際化的障礙分析。分析了企業(yè)在品牌國(guó)際化上所存在的障礙和企業(yè)面對(duì)這些障礙所要做出的調(diào)整。 第五章中國(guó)企業(yè)品牌國(guó)際化的策略和方式。全面論述了中國(guó)企業(yè)在品牌國(guó)際化過(guò)程中所應(yīng)采用的品牌戰(zhàn)略、品牌定位、品牌建設(shè)、品牌文化、品牌管理和品牌推廣等問(wèn)題。結(jié)合大量案例闡述了中國(guó)企業(yè)品牌國(guó)際化的路徑選擇,品牌進(jìn)入他國(guó)的方式和程度。 第六章中國(guó)政府在企業(yè)品牌國(guó)際化中的作用。論述了政府推進(jìn)企業(yè)品牌國(guó)際化的理論依據(jù),結(jié)合相關(guān)理論提出了中國(guó)政府支持企業(yè)品牌國(guó)際化的政策建議。
[Abstract]:(Larry Light), a famous American marketing expert, pointed out: future marketing is the war of brands-the competition for brand strength. Brand is the most valuable asset of a company. Owning the market is more important than owning a factory. And the only way to own the market is to have a market advantage of the brand. With China's entry into WTO, Chinese enterprises are facing competition with many famous brands in the world, both in the domestic market and in the international market. For Chinese enterprises that have just stepped out of the country, how to build our own international brand in the face of such a severe situation. This is worth every Chinese entrepreneur, scholars are seriously thinking about the problem. At present, the global economic crisis caused by the subprime mortgage crisis in the United States is spreading in depth. The crisis has dealt a severe blow to the economies of Western countries, while China's economy has maintained a good momentum because of its sound economic structure and effective government regulation and control policies. This is a good opportunity to build an international brand for Chinese enterprises that are implementing "going out" strategy. Today, there is not a brand with real international influence in China, and domestic scholars' research on how to build international brand is not enough, most of the research is focused on a professional field related to brand. It was for these reasons that I finished the paper. This paper integrates the research results of domestic and foreign scholars in related fields, and combines a large number of data and cases to analyze the strategies and strategies of brand internationalization of Chinese enterprises comprehensively and systematically using the methods of empirical analysis and normative analysis. This article consists of six chapters, each chapter is carried out according to the following ideas: chapter one introduction. This paper mainly puts forward the background and significance of this paper, summarizes the domestic and foreign literature on brand internationalization, discusses the main innovations and research methods of this paper, and explains the frame structure of the thesis. The second chapter is an overview of the brand. This paper defines the related concepts of brand internationalization, and discusses the current situation of brand internationalization in developed countries and Chinese enterprises, as well as the gap between them. The third chapter is the motivation and significance of brand internationalization of Chinese enterprises. This paper expounds the motivation of Chinese enterprise brand internationalization and the significance of Chinese enterprise brand internationalization to the enterprise itself and the country. The fourth chapter analyzes the obstacles of brand internationalization of Chinese enterprises. This paper analyzes the obstacles in brand internationalization and the adjustment that enterprises should make in the face of these obstacles. The fifth chapter is the strategy and method of brand internationalization of Chinese enterprises. Brand strategy, brand positioning, brand construction, brand culture, brand management and brand promotion should be adopted by Chinese enterprises in the process of brand internationalization. Combined with a large number of cases, this paper expounds the path choice of brand internationalization of Chinese enterprises, the way and degree of brand entry into other countries. Chapter VI the role of Chinese government in the internationalization of enterprise brands. This paper discusses the theoretical basis for the government to promote the internationalization of enterprise brands, and puts forward the policy suggestions of the Chinese government to support the internationalization of enterprise brands.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2

【引證文獻(xiàn)】

相關(guān)期刊論文 前3條

1 徐中胤;;關(guān)于企業(yè)品牌國(guó)際化的幾點(diǎn)思考[J];經(jīng)濟(jì)研究導(dǎo)刊;2012年18期

2 張岸薇;;中國(guó)企業(yè)品牌國(guó)際化戰(zhàn)略探討[J];商;2012年13期

3 蔣洋;王芳;;民族企業(yè)如何在國(guó)際市場(chǎng)打造品牌[J];China's Foreign Trade;2011年12期

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本文編號(hào)：2174143