联想集团品牌国际化研究

发布时间：2018-06-27 05:39

本文选题：企业国际化 + 品牌国际化　；参考：《首都经济贸易大学》2009年硕士论文

【摘要】： 市场营销依靠的是品牌,广阔的市场要比宽阔的工厂对企业更为有益,而获得广阔的市场需要的是拥有知名的国际品牌。如今品牌竞争已经成为市场竞争最重要的领域。随着世界经济的全球化和一体化进程的不断加深,国内市场国际化的竞争日益突出,一方面,一部分国内企业在国际化的过程中开始注重品牌的国际化,另一方面,国内企业日益面临国际企业在中国市场的激烈竞争。近年来,越来越多的中国企业开始走上了品牌国际化的道路。本文将从品牌国际化的角度,利用企业国际化和品牌国际化的相关理论知识、方法和工具,结合企业国际化和品牌国际化的现状和发展趋势,从国际化的视野看品牌国际化的重要性,同时以联想集团品牌国际化进程为研究对象,在介绍其品牌国际化战略的基础上对联想集团做出比较系统的分析进而指出其品牌国际化进程中存在的一些问题,同时借鉴国际上著名的IT企业的品牌国际化策略,最后提出了联想品牌国际化相应的对策与建议。这对国内其他企业特别是其他IT企业品牌国际化发展将会提供宝贵的学习经验,并具有十分重要的现实意义。本文研究认为,联想的品牌国际化进程对中国企业的品牌国际化发展具有操作性的借鉴意义,最大的受益者无疑应该是整个中国IT产业。我国企业应该以联想为榜样,在品牌国际化发展中做到提高品牌意识,加强品牌战略管理,采取多样化的品牌国际化拓展方式,标准化与本土化相结合,全面提升品牌形象与价值培育企业核心竞争力,提高品牌竞争力,通过国际商标注册保护品牌资产。
[Abstract]:The marketing depends on the brand, the broad market is more beneficial to the enterprise than the broad factory, and the need to obtain the broad market is to have the well-known international brand. Now brand competition has become the most important area of market competition. With the globalization of the world economy and the deepening of the integration process, the competition of the internationalization of the domestic market is becoming increasingly prominent. On the one hand, some domestic enterprises begin to pay attention to the internationalization of the brand in the process of internationalization, on the other hand, Domestic enterprises are increasingly facing fierce competition from international enterprises in the Chinese market. In recent years, more and more Chinese enterprises began to take the road of brand internationalization. In this paper, from the perspective of brand internationalization, we will make use of the relevant theoretical knowledge, methods and tools of enterprise internationalization and brand internationalization, and combine the current situation and development trend of enterprise internationalization and brand internationalization. Looking at the importance of brand internationalization from the perspective of internationalization, and taking the process of brand internationalization of Lenovo Group as the research object, On the basis of introducing its brand internationalization strategy, this paper makes a comparatively systematic analysis on Lenovo Group and points out some problems existing in the process of brand internationalization. At the same time, it draws lessons from the international famous IT enterprises' brand internationalization strategy. Finally, the corresponding countermeasures and suggestions of Lenovo brand internationalization are put forward. This will provide valuable learning experience for other domestic enterprises, especially other IT enterprises in the development of brand internationalization, and has a very important practical significance. This paper believes that Lenovo's brand internationalization process has an operational significance for the development of Chinese enterprises' brand internationalization, and the biggest beneficiary should undoubtedly be the whole Chinese IT industry. Chinese enterprises should take Lenovo as an example, improve brand awareness, strengthen brand strategic management, adopt diversified ways of brand internationalization expansion, combine standardization with localization, in the development of brand internationalization, we should improve brand awareness, strengthen brand strategic management, and combine standardization with localization. Promote brand image and value to cultivate core competitiveness of enterprises, improve brand competitiveness, and protect brand assets through international trademark registration.
【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】：F273.2;F426.6

【引证文献】