企业品牌国际化路径探析

Exploration into Brand Internationalization of Enterprises

在经济全球化的背景下,企业国际化经营成为必然。品牌国际化是企业参与国际市场竞争的重要手段。本文分析了企业实施品牌国际化的战略意义,对中国企业品牌国际化进程中存在的问题进行深入探讨,并提出企业品牌国际化的策略。

With the globalization of world economy, it is necessary for the Chinese enterprises to join in the process of internationalization. One important access is brand internationalization of enterprises. This article analyzes the strategic significance of brand internationalization, discusses the problems in the process and gives proposals on the brand internationalization of Chinese enterprises.