基于品牌因素的企业海外战略经济学分析——以奇瑞公司为例

The Analysing of Economics on Overseas Strategy of Enterprise Based on Brand Factors——As An Example with Chery Co.

近几年来奇瑞公司加速进行海外战略,不少理论界和实务界人士质疑其战略的仓促性。用品牌经济学和国际贸易新理论中的相关研究方法,对奇瑞的海外战略进行经济学分析,从探究品牌的价值来源、品牌建设改变需求曲线位置、品牌规模经济性三方面,论述了奇瑞作为信息不对称企业大力发展海外战略的科学性与合理性。

In recent years, Chery Co. accelerates to develop overseas strategies. Many people doubt if it is too hurried to do that. The paper has economic analysis to Chery＇s overseas strategies from brand factor angle. It uses mostly methods related to brand economics and new theory of international trade. It mainly analyses the view from three aspects which are inquiring the value source of brand, enhancing demand curve from brand-building and gaining economies of scale from expanding brand＇s scale to breach limitations of brand scale.