经济全球化背景下如何促进民族企业品牌国际化

How to Promote the Internationalization of Ethnic Enterprises under Economic Globalization

主要针对中国民族品牌,如何借鉴跨国企业品牌成功的品牌策略,结合自身的特点,使得自己的品牌能走向世界进行分析。首先就品牌的国际化内涵,品牌国际化与产品国际化进行区分,以及对企业竞争力,品牌竞争力,与品牌国际化三者关系进行阐述。之后在进行大量文献参考的基础上就市场国际化的主要障碍进行总结分析。第三部分着重就跨国企业主要的策略进行阐述,之后从微观层面上分析中国民族企业品牌国际化策略,主要有民族企业品牌定位策略,民族企业品牌命名与设计策略,民族企业品牌推广策略,民族企业品牌保护策略。

This article mainly analyzes how the ethnic brands in China leam the ways and the brand strategies of multinational corporation brands to bring themselves to the outside world. It first illustrates the connotation of the internationalization of brands, the differences between the internationalization of brands and products, as well as the relationship between enterprise competitiveness, brand competitiveness, and the internationalization of brands. Then it summarizes the main obstacles of the internationalization of markets. The third partr primarily focuses on the main strategies of multinational corporation, and the strategies of Chinese ethnic enterprises to internationalize their brands.