中国企业品牌国际化实现途径研究

发布时间：2018-06-28 10:05

本文选题：品牌 + 品牌资产　；参考：《大连海事大学》2008年硕士论文

【摘要】： 品牌国际化趋势是当前国际市场竞争发展的必然趋势,国家竞争实力的强弱一定程度也在于本国拥有的国际化品牌的多少。随着科学技术的发展和世界经济一体化进程的不断深入,企业与企业之间的竞争扩展到了国际化,面对不同国家和地区的竞争环境以及市场,我国企业要获得成功的关键就在于品牌的推广、以及品牌受到当地消费者的认可。托马斯·弗罩德曼的《世界是平的》一书从独特的视角探讨论述了世界正在变平的过程,大胆的提出“世界是平的”。从世界经济发展的角度来看,全世界的企业面对的市场是一个平面,国际竞争变的更加激烈。在这个平坦的世界,对企业现有的商业模式、组织模式以及企业发展产生了巨大的影响,在全球经济发展到国际化这一阶段的过程中,企业的竞争就要立足本土,在国际竞争市场中获利,首选的利剑就是打造本企业品牌,是品牌走向国际化的道路。本论文针对这一重要的发展方向,在前人已有的研究成果和研究基础上继续探讨中国企业品牌国际化的实现途径。本论文从国内外研究现状出发,首先论述了品牌国际化的理论基础,包括品牌的基本概念、分类、基本特征和品牌国际化的内涵、方法与途径以及品牌国际化程度的衡量。其次对影响品牌国际化的因素做了详细的分析,影响因素分为一般影响因素和核心影响因素,本论文重点对核心影响因素——品牌资产做了详细的探讨论述。再次,详细论述了中国品牌国际化的实现途径并对影响选择途径的因素做出了分析和总结。本论文的主体部分就是结合理论基础知识,探讨了适合中国企业发展的品牌国际化实现途径,并针对不同的实现途径研究各自的品牌资产价值所在,利用不同的衡量标准对选取的实例企业的品牌国际化程度做出衡量。最后,对本论文研究做出总结。在本章中总结了本文研究的主要研究成果,指出了本论文的研究不足,希望本论文对于中国企业品牌国际化实现途径的探讨对企业在参与国际竞争时能够给出一定的启示。
[Abstract]:The trend of brand internationalization is the inevitable trend of the current international market competition, and the strength of national competition lies in the number of internationalized brands owned by the country to a certain extent. With the development of science and technology and the deepening of the process of world economic integration, the competition between enterprises has expanded to internationalization, facing the competitive environment and market of different countries and regions. The key to the success of Chinese enterprises lies in the promotion of brands and the recognition of brands by local consumers. Thomas Friedman's book the World is flat discusses the process of the world being flattened from a unique angle of view, and puts forward boldly that "the world is flat". From the perspective of world economic development, the world's enterprises face a plane of market, the international competition has become more intense. In this flat world, it has had a great impact on the existing business model, organizational model and enterprise development of enterprises. In the process of global economic development to internationalization, the competition of enterprises should be based on the local market. In the international competition market profit, the first choice sword is to build the enterprise brand, is the brand to the international road. In view of this important development direction, this paper continues to explore the ways to realize the internationalization of Chinese enterprise brand on the basis of the previous research results and research. Starting from the current research situation at home and abroad, this paper first discusses the theoretical basis of brand internationalization, including the basic concept, classification, basic characteristics and connotation, methods and approaches of brand internationalization, as well as the measurement of the degree of brand internationalization. Secondly, this paper makes a detailed analysis of the factors that affect the internationalization of brands, which are divided into general factors and core factors. This paper focuses on the core influencing factors-brand equity to do a detailed discussion. Thirdly, the paper discusses the realization of Chinese brand internationalization and analyzes and summarizes the factors that influence the choice of brand internationalization. The main part of this paper is to combine the basic knowledge of theory, to explore the way to realize brand internationalization suitable for the development of Chinese enterprises, and to study the value of their own brand equity according to different ways of realization. Use different measurement standards to measure the degree of brand internationalization of selected enterprises. Finally, this paper makes a summary of the research. In this chapter, the author summarizes the main research results of this paper, points out the lack of research in this paper, and hopes that this paper can give some enlightenment to Chinese enterprises in participating in international competition.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】