中國企業(yè)品牌國際化傳播研究
發(fā)布時間：2018-08-11 16:05
【摘要】：經(jīng)濟(jì)全球化背景下市場競爭的本質(zhì)是品牌的競爭,品牌國際化是中國未來經(jīng)濟(jì)發(fā)展的核心和關(guān)鍵,也是中國企業(yè)實(shí)現(xiàn)跨越式發(fā)展,永葆基業(yè)長青的必由之路。改革開放以來的三十余年,在角逐市場化的競爭中,中國企業(yè)也逐漸開始了探索國際化的歷程,多年過后,中國已經(jīng)擁有世界級的產(chǎn)品,還成長起來一批世界級的企業(yè),但卻始終沒有誕生令人尊敬的、擁有強(qiáng)大號召力和感染力的世界級頂尖品牌,甚至于中國品牌在海外市場的知名度依然堪憂。顯然,中國企業(yè)品牌的國際化拓進(jìn)與傳播仍存在很多尚待挖掘與解決的深層困境與問題。本文就是在這個背景下誕生,力求從原點(diǎn)出發(fā),立足中國企業(yè)的發(fā)展現(xiàn)實(shí),回歸品牌國際化傳播的歷程與現(xiàn)狀,深入探析中國企業(yè)品牌建設(shè)與品牌傳播的問題與困境,力求在尋根溯源中理清中國企業(yè)品牌發(fā)展的核心基因,旨在為提升中國企業(yè)品牌國際化傳播效果提供解決思路與策略路徑。 就論文研究的主體內(nèi)容而言,本文將中國企業(yè)的成長空間置于經(jīng)濟(jì)全球化及中國全面融入經(jīng)濟(jì)全球化浪潮的大背景場域下,考察中國企業(yè)進(jìn)行品牌國際化傳播的必要性,闡述其對企業(yè)自身發(fā)展及對國家國際競爭力提升的重要意義與踐行價值。在此基礎(chǔ)上,對中國企業(yè)品牌國際化傳播的歷程及傳播現(xiàn)狀做全景式考察,探尋制約當(dāng)前企業(yè)品牌國際化傳播的問題及影響因素,通過構(gòu)筑影響因素分析的三維視角,搭建了國際知名品牌培育的三維模型,并在此分析框架下,探討提升中國企業(yè)品牌國際化傳播效果的策略路徑及對策。具體寫作思路遵循以下邏輯結(jié)構(gòu)展開： 1)中國企業(yè)品牌國際化傳播的歷程。這一章主要明晰品牌國際化傳播的背景及中國品牌的國際化傳播歷程,在詳盡闡述經(jīng)濟(jì)全球化與品牌國際化關(guān)系的基礎(chǔ)上,對于中國企業(yè)品牌國際化傳播的歷程進(jìn)行了回顧與梳理。本文將中國企業(yè)品牌國際化傳播的歷程劃分為前國際化傳播時期(1984-1994)、品牌國際化傳播醞釀期(1995-2001)、品牌國際化傳播試水期(2002-2008)、品牌國際化傳播融入期(2009至今)等幾個階段,并得出結(jié)論：到目前為止,由于品牌影響力極低,尚未形成有行業(yè)領(lǐng)導(dǎo)性的全球性品牌,目前中國企業(yè)品牌傳播的全球化進(jìn)程,還未能進(jìn)入全球化品牌發(fā)展期； 2)中國企業(yè)品牌國際化傳播的現(xiàn)狀及問題。這一章主要對中國企業(yè)品牌的國際化傳播現(xiàn)狀進(jìn)行考察,并明確傳播進(jìn)程中的困境及問題。歷經(jīng)十幾年艱辛的探索,先行的一部分中國企業(yè)品牌的國際化傳播已初見成效,但就總體而言,中國企業(yè)品牌的影響力、品牌價值還遠(yuǎn)遠(yuǎn)不能與世界知名品牌相比肩,中國在世界頂級品牌中沒有位置,中國企業(yè)在品牌戰(zhàn)中依然居于劣勢。現(xiàn)代品牌的本質(zhì)是在消費(fèi)者和產(chǎn)品之間建立密切的關(guān)系,深度關(guān)系的構(gòu)筑只有通過有效的傳播才能建立起來。但就目前中國品牌的國際化傳播現(xiàn)狀而言,問題依然凸顯。打造世界級品牌、探尋國際品牌形象構(gòu)筑與傳播的方法與路徑仍是中國企業(yè)未來參與全球競爭面臨的頭等戰(zhàn)略任務(wù)； 3)影響中國企業(yè)品牌國際化傳播的制約因素分析。這一章首先通過對品牌本質(zhì)的探源以及對國際知名品牌打造所需相關(guān)因素的整一化思考,構(gòu)筑了分析影響中國企業(yè)品牌國際化傳播的三維視角,即中國企業(yè)品牌的國際化傳播同時受到微觀、中觀、宏觀三個層面因素的影響與制約。就微觀層面而言,目前的傳播困境首先受制于中國企業(yè)自身基礎(chǔ)能力體系的制約,由中觀層面觀之,政府政策支持的不完備及國家品牌形象的背書因素,構(gòu)成國際化傳播的主要障礙因素；而從宏觀層次分析,中國企業(yè)品牌的國際化傳播還受到國際社會品牌競爭體系的制約。這三方面的制約因素構(gòu)成了對策內(nèi)容的整體分析路徑。 4)提升中國企業(yè)品牌國際化傳播效果的路徑分析。主要就以上三方面維度展開具體的闡釋與分析,包括：構(gòu)建扎實(shí)的基礎(chǔ)能力體系：中國企業(yè)的升級換代與競爭力提升；營造健康有利的環(huán)境支撐體系：國家政策體系完善與新國家形象的構(gòu)建；構(gòu)造高效的品牌國際化傳播體系：國際化傳播理念重建與傳播能力提升。 最后,結(jié)語部分再次重申對中國尚未誕生世界級品牌的遺憾與期待,對其中原因進(jìn)行了簡要總結(jié),并對其誕生條件及可能性進(jìn)行了展望。
[Abstract]:Under the background of economic globalization, the essence of market competition is brand competition. Brand internationalization is the core and key of China's future economic development. It is also the only way for Chinese enterprises to achieve leap-forward development and keep the foundation industry evergreen. In the past thirty years since the reform and opening up, Chinese enterprises have gradually begun to explore the competition in the market. After many years of internationalization, China has owned world-class products and has grown into a number of world-class enterprises, but there has never been a respectable world-class top brand with strong appeal and appeal, even the popularity of Chinese brands in the overseas market is still worrying. There are still many deep-seated dilemmas and problems to be solved in the process of internationalization development and communication.This paper is born under this background, striving to proceed from the origin, based on the reality of the development of Chinese enterprises, return to the process and status quo of brand internationalization communication, in-depth analysis of the problems and dilemmas of brand building and brand communication in Chinese enterprises. The purpose of this paper is to clarify the core genes of Chinese enterprise brand development in order to provide solutions and strategic paths to enhance the effect of international brand communication.
As far as the main content of this paper is concerned, this paper puts the growth space of Chinese enterprises under the background of economic globalization and China's full integration into the tide of economic globalization, examines the necessity of brand internationalization communication of Chinese enterprises, and expounds its important significance to the development of enterprises themselves and the promotion of national international competitiveness. On this basis, the paper makes a panoramic survey of the process and status quo of the international brand communication of Chinese enterprises, explores the problems and influencing factors that restrict the current international brand communication, and establishes a three-dimensional model of the cultivation of international well-known brands by constructing a three-dimensional perspective of influencing factors analysis. This paper explores the strategic path and Countermeasures to enhance the effect of international brand communication of Chinese enterprises.
This chapter mainly clarifies the background of brand internationalization and the process of brand internationalization. On the basis of elaborating the relationship between economic globalization and brand internationalization, this chapter reviews and combs the process of brand internationalization in Chinese enterprises. The process of brand internationalization communication is divided into pre-internationalization communication period (1984-1994), brand internationalization communication brewing period (1995-2001), brand internationalization communication trial period (2002-2008), brand internationalization communication integration period (2009-present), and so on. The conclusion is drawn: up to now, because of the very low brand influence, it has not yet been formed. The global brand of industry leadership, the globalization process of Chinese enterprise brand communication, has not yet entered the global brand development period.
2) The present situation and problems of the internationalization communication of Chinese enterprise brand. This chapter mainly investigates the present situation of the internationalization communication of Chinese enterprise brand, and clarifies the difficulties and problems in the process of communication. The influence of the industry brand, brand value is far from the world-famous brand, China has no place in the world's top brands, Chinese enterprises are still at a disadvantage in the brand war. However, as far as the current situation of international brand communication in China is concerned, the problem is still prominent.
3) Analysis of the Restrictive Factors Affecting the Internationalization of Chinese Enterprise Brands. This chapter firstly constructs a three-dimensional perspective to analyze the influence of the Internationalization of Chinese Enterprise Brands, that is, the Internationalization of Chinese Enterprise Brands is simultaneously affected by the Internationalization of Chinese Enterprise Brands, by exploring the origin of the brand nature and the integration of the relevant factors for the creation of international well-known brands. On the micro level, the current communication dilemma is first restricted by the basic capability system of Chinese enterprises. From the medium level, the imperfection of government policy support and endorsement of national brand image constitute the main obstacles to international communication. From the macro-level analysis, the internationalization of Chinese enterprise brand is also restricted by the international brand competition system. These three factors constitute the overall analysis path of the content of the countermeasures.
4) The path analysis of promoting the effect of international brand communication of Chinese enterprises. The paper mainly expounds and analyzes the above three dimensions, including: building a solid basic capability system: upgrading and upgrading of Chinese enterprises and enhancing competitiveness; building a healthy and favorable environment support system: improving the national policy system and a new national shape. The construction of image; the construction of efficient international brand communication system: the reconstruction of international communication concept and the promotion of communication ability.
Finally, the conclusion reiterates the regret and expectation that China has not yet born a world-class brand, summarizes the reasons briefly, and looks forward to the conditions and possibilities of its birth.
【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2013
【分類號】：F274;F279.2
本文編號：2177486
[Abstract]:Under the background of economic globalization, the essence of market competition is brand competition. Brand internationalization is the core and key of China's future economic development. It is also the only way for Chinese enterprises to achieve leap-forward development and keep the foundation industry evergreen. In the past thirty years since the reform and opening up, Chinese enterprises have gradually begun to explore the competition in the market. After many years of internationalization, China has owned world-class products and has grown into a number of world-class enterprises, but there has never been a respectable world-class top brand with strong appeal and appeal, even the popularity of Chinese brands in the overseas market is still worrying. There are still many deep-seated dilemmas and problems to be solved in the process of internationalization development and communication.This paper is born under this background, striving to proceed from the origin, based on the reality of the development of Chinese enterprises, return to the process and status quo of brand internationalization communication, in-depth analysis of the problems and dilemmas of brand building and brand communication in Chinese enterprises. The purpose of this paper is to clarify the core genes of Chinese enterprise brand development in order to provide solutions and strategic paths to enhance the effect of international brand communication.
As far as the main content of this paper is concerned, this paper puts the growth space of Chinese enterprises under the background of economic globalization and China's full integration into the tide of economic globalization, examines the necessity of brand internationalization communication of Chinese enterprises, and expounds its important significance to the development of enterprises themselves and the promotion of national international competitiveness. On this basis, the paper makes a panoramic survey of the process and status quo of the international brand communication of Chinese enterprises, explores the problems and influencing factors that restrict the current international brand communication, and establishes a three-dimensional model of the cultivation of international well-known brands by constructing a three-dimensional perspective of influencing factors analysis. This paper explores the strategic path and Countermeasures to enhance the effect of international brand communication of Chinese enterprises.
This chapter mainly clarifies the background of brand internationalization and the process of brand internationalization. On the basis of elaborating the relationship between economic globalization and brand internationalization, this chapter reviews and combs the process of brand internationalization in Chinese enterprises. The process of brand internationalization communication is divided into pre-internationalization communication period (1984-1994), brand internationalization communication brewing period (1995-2001), brand internationalization communication trial period (2002-2008), brand internationalization communication integration period (2009-present), and so on. The conclusion is drawn: up to now, because of the very low brand influence, it has not yet been formed. The global brand of industry leadership, the globalization process of Chinese enterprise brand communication, has not yet entered the global brand development period.
2) The present situation and problems of the internationalization communication of Chinese enterprise brand. This chapter mainly investigates the present situation of the internationalization communication of Chinese enterprise brand, and clarifies the difficulties and problems in the process of communication. The influence of the industry brand, brand value is far from the world-famous brand, China has no place in the world's top brands, Chinese enterprises are still at a disadvantage in the brand war. However, as far as the current situation of international brand communication in China is concerned, the problem is still prominent.
3) Analysis of the Restrictive Factors Affecting the Internationalization of Chinese Enterprise Brands. This chapter firstly constructs a three-dimensional perspective to analyze the influence of the Internationalization of Chinese Enterprise Brands, that is, the Internationalization of Chinese Enterprise Brands is simultaneously affected by the Internationalization of Chinese Enterprise Brands, by exploring the origin of the brand nature and the integration of the relevant factors for the creation of international well-known brands. On the micro level, the current communication dilemma is first restricted by the basic capability system of Chinese enterprises. From the medium level, the imperfection of government policy support and endorsement of national brand image constitute the main obstacles to international communication. From the macro-level analysis, the internationalization of Chinese enterprise brand is also restricted by the international brand competition system. These three factors constitute the overall analysis path of the content of the countermeasures.
4) The path analysis of promoting the effect of international brand communication of Chinese enterprises. The paper mainly expounds and analyzes the above three dimensions, including: building a solid basic capability system: upgrading and upgrading of Chinese enterprises and enhancing competitiveness; building a healthy and favorable environment support system: improving the national policy system and a new national shape. The construction of image; the construction of efficient international brand communication system: the reconstruction of international communication concept and the promotion of communication ability.
Finally, the conclusion reiterates the regret and expectation that China has not yet born a world-class brand, summarizes the reasons briefly, and looks forward to the conditions and possibilities of its birth.
【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2013
【分類號】：F274;F279.2
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