中国企业实施国际化品牌的策略思考

Strategic Reflections on the Implementation of International Brands of Chinese Enterprises

中国是制造大国,却又是品牌小国,我们的经济严重失衡。中国的企业要真正走向世界,必须制定并实施有效的品牌经营战略。企业既要创造品牌比较优势,又要将它转化为品牌竞争优势,并依靠以知识产权为主体的法律体系,缔造品牌的国际成长空间。

China is a big country of manufacture and a small country of brand with a serious economic unbalance. To enter in international competition, Chinese enterprises should formulate and implement the effective brand management strategy. The enterprises should not only create brands and compare advantages, but also turn them in to brand competitive advantages and what is more create an international development space for the brands by relying on the legal system that takes intellectual property rights as the main body.