【摘要】： 品牌國(guó)際化是世界經(jīng)濟(jì)全球化大背景下的產(chǎn)物。進(jìn)入21世紀(jì)以來(lái),世界經(jīng)濟(jì)呈現(xiàn)出市場(chǎng)國(guó)際化、企業(yè)跨國(guó)化、資本多國(guó)化和競(jìng)爭(zhēng)白熾化的態(tài)勢(shì),品牌國(guó)際化成為了一個(gè)企業(yè)乃至一個(gè)國(guó)家的重要發(fā)展戰(zhàn)略。一個(gè)企業(yè)擁有國(guó)際品牌,既表明其經(jīng)濟(jì)實(shí)力和市場(chǎng)地位,也反映其持續(xù)發(fā)展力的大小;而一個(gè)國(guó)家是否擁有或擁有多少國(guó)際品牌,既是衡量其經(jīng)濟(jì)發(fā)展水平的重要標(biāo)志,也反映著國(guó)家的綜合經(jīng)濟(jì)實(shí)力和綜合國(guó)力。推動(dòng)中國(guó)品牌的國(guó)際化,增大其國(guó)際市場(chǎng)適應(yīng)力和影響力,是大大提高品牌價(jià)值、無(wú)形資產(chǎn)和國(guó)家經(jīng)濟(jì)影響力的現(xiàn)實(shí)選擇。 企業(yè)品牌國(guó)際化不同于國(guó)內(nèi)的品牌建設(shè)。由于國(guó)與國(guó)之間民族文化、政治、社會(huì)經(jīng)濟(jì)結(jié)構(gòu)等方面的差異,相比國(guó)內(nèi)市場(chǎng)的品牌建設(shè),國(guó)際市場(chǎng)更加復(fù)雜,商業(yè)風(fēng)險(xiǎn)也更大,不確定性因素更多,容易形成跨文化沖突。然而,公共關(guān)系在這方面的研究卻想當(dāng)?shù)膮T乏。因此,研究公共關(guān)系在中國(guó)企業(yè)品牌國(guó)際化中的運(yùn)用,通過(guò)對(duì)公共關(guān)系客體的研究,分析客體的特性和利益取向,以實(shí)現(xiàn)“知己知彼”,從而在品牌國(guó)際化不同階段綜合運(yùn)用各種公關(guān)方法和公關(guān)媒介,制定符合國(guó)際社會(huì)公眾預(yù)期的公關(guān)策略,有助于中國(guó)企業(yè)在品牌國(guó)際化過(guò)程中少走彎路。這也是筆者選擇這個(gè)題目作為碩士畢業(yè)論文的意義所在。 在文中,筆者首先對(duì)國(guó)內(nèi)外相關(guān)研究進(jìn)行了綜述,之后在總結(jié)和借鑒前人研究成果的基礎(chǔ)上,主要運(yùn)用公共關(guān)系理論、傳播學(xué)理論、跨文化溝通理論、關(guān)系管理理論,通過(guò)進(jìn)一步創(chuàng)新,建立了品牌國(guó)際化的公共關(guān)系戰(zhàn)略和策略模型。在戰(zhàn)略和策略模型的指導(dǎo)下,針對(duì)品牌國(guó)際化不同階段,具體分析了相應(yīng)的公共關(guān)系策略,最后以案例的形式剖析了日本豐田汽車的成功品牌公關(guān)之路,用以驗(yàn)證本文提出的公共關(guān)系模型。通過(guò)這些分析,不僅彌補(bǔ)了學(xué)術(shù)界對(duì)這一領(lǐng)域研究的不足,拓展了公共關(guān)系的應(yīng)用范圍,豐富了品牌學(xué)理論,更能為中國(guó)企業(yè)品牌國(guó)際化提供實(shí)用參考。
[Abstract]:Brand internationalization is the product of the globalization of the world economy. Since the beginning of the 21st century, the world economy has presented a trend of market internationalization, transnational enterprise, multi-national capital and incandescent competition. Brand internationalization has become an important development strategy for an enterprise or even a country. An enterprise has an international brand, which not only shows its economic strength and market position, but also reflects the size of its sustainable development. Whether a country owns or owns how many international brands is not only an important symbol to measure its economic development level, but also reflects the country's comprehensive economic strength and comprehensive national strength. Promoting the internationalization of Chinese brands and increasing their adaptability and influence in the international market are the realistic choices to greatly improve the brand value, intangible assets and national economic influence. Brand internationalization is different from domestic brand construction. Because of the differences in national culture, politics, social and economic structure between countries, the international market is more complex, the commercial risk is greater, the uncertainty is more than the domestic market, and it is easy to form cross-cultural conflicts. However, the public relations in this area of research but want to be a lack. Therefore, to study the application of public relations in the internationalization of Chinese enterprises' brand, through the study of the object of public relations, to analyze the characteristics and interest orientation of the object, in order to realize "know oneself and know the enemy". Therefore, it is helpful for Chinese enterprises to take less detours in the process of brand internationalization by synthetically using various public relations methods and media in different stages of brand internationalization and formulating public relations strategies in line with the expectations of the international public. This is also the significance of the author's choice of this topic as a master thesis. In this paper, the author first summarizes the relevant studies at home and abroad, and then on the basis of summarizing and drawing on the previous research results, the main use of public relations theory, communication theory, cross-cultural communication theory, relationship management theory, Through further innovation, the public relations strategy and strategy model of brand internationalization is established. Under the guidance of strategy and strategy model, according to different stages of brand internationalization, the corresponding public relations strategy is analyzed in detail. Finally, the successful brand public relations of Toyota Motor in Japan is analyzed in the form of a case study. To verify the proposed public relations model. These analyses not only make up for the lack of academic research in this field, expand the scope of application of public relations, enrich the theory of brand science, but also provide a practical reference for the internationalization of Chinese enterprises brand.
【學(xué)位授予單位】：上海外國(guó)語(yǔ)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1條

1 李曉亮;;湖南工程機(jī)械企業(yè)品牌國(guó)際化公關(guān)策略研究[J];特區(qū)經(jīng)濟(jì);2012年11期

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本文編號(hào)：2334295