中华老字号品牌国际化问题研究

发布时间：2018-04-04 15:13

本文选题：中华老字号　切入点：品牌国际化　出处：《首都经济贸易大学》2009年硕士论文

【摘要】： 随着世界经济全球化进程的加快,企业之间的竞争迅速趋于国际化,品牌作为企业之间相互竞争的核心内容,导致品牌国际化成为一种必然的趋势,品牌国际化也成为企业参与国际市场竞争的重要手段。中国市场是国际市场的重要组成部分,越来越多的有百年历史的国际品牌也纷纷涌入中国,他们大都拥有雄厚的品牌优势,而由于种种原因,中华老字号的品牌效应没有得到很好的发挥,品牌国际化发展更是处于起步阶段,面临很多问题,在激烈的国际市场竞争中处于劣势地位。中华老字号十分有必要进行品牌国际化。国内外专家学者已经对中华老字号做了许多研究,但是这些研究主要集中在对老化原因的探讨,对老字号的振兴问题的研究等,对中华老字号的品牌国际化问题研究比较少。本文将中华老字号和品牌国际化理论相结合,从一个全新的视角来研究中华老字号,认为中华老字号十分有必要进行品牌国际化,而且具备了较强的可行性;通过重点分析四家中华老字号品牌国际化的经典案例,总结共性和成功经验,剖析存在的问题并且提供了相应的对策建议,为中华老字号的品牌国际化的发展提供了建设性的建议。本文以理论和实际案例相结合的方法,在综合国内外学者相关研究成果的基础上,采访了数位对中华老字号有研究的专家学者,获取了宝贵的第一手资料。全文从中华老字号及品牌国际化的概念入手,以中华老字号品牌国际化为目标研究对象,以分析和解决其在品牌国际化过程中遇到的问题为核心进行研究。采用比较、归纳和演绎等方法,系统地对中华老字号品牌国际化的问题进行了研究。
[Abstract]:With the globalization of the world economy, the competition between enterprises quickly become a core content of brand internationalization, the competition between the enterprises as the leading brand internationalization has become an inevitable trend, brand internationalization has become the important means of enterprises to participate in international market competition. China market is an important part of the international market, there are more and more the 100 year history of international brands have flocked to China, most of them have a strong brand, but due to various reasons, the Chinese time-honored brand effect has not been very good play, brand internationalization development is in the initial stage, facing many problems, at a disadvantage in the fierce competition in the international market of Chinese time-honored. It is necessary for the internationalization.
Domestic and foreign experts and scholars have done a lot of research on the Chinese time-honored, but these studies mainly focus on discussion of the cause of aging, study on the revitalization of the time-honored problem, studies on the problem of Chinese time-honored brand internationalization is relatively small. In this paper, the time-honored brand and internationalization theory, to study Chinese name from a new perspective, that is very necessary for Chinese time-honored brand internationalization, but also has a strong feasibility; a classic case by analyzing four Chinese time-honored brand internationalization, with common and successful experience, analyze the existing problems and offers corresponding countermeasures and suggestions, provide constructive suggestions on the development of Chinese Time-honored Brand Internationalization.
This dissertation combines theoretical and practical examples, based on the comprehensive research of scholars at home and abroad, interviewed experts and scholars have digital research on Chinese time-honored, gained valuable first-hand information. This paper from the concept of the Chinese time-honored brand internationalization and with the time-honored brand internationalization as the goal the object of study, to solve the encountered problems in the process of internationalization of the brand as the core to analysis and research. By comparison, induction and deduction method, the system of the Chinese time-honored brand internationalization is studied.

【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F279.2

【引证文献】