国内企业品牌国际化战略选择

Selection of Brand Internationalization Strategy for Domestic Enterprises

世界经济已呈现出市场国际化、资本多国化的趋势,品牌国际化成为了企业必须面对的战略选择。阐释品牌与品牌国际化战略,提出中国企业的品牌国际化的战略选择,对企业选择适合自身发展的战略措施,促进品牌国际化的成功有重要作用。

The global economy has presented the trend of market internationalization and capital of multicountry that brand internationalization becomes the strategic choice which the enterprises have to face. This paper expounds brand and strategy of brand internationalization, points out that the strate- gic choice for brand internationalization of Chinese enterprises will play important roles in the selection of strategic measures suitable for self development of the enterprises and in the promotion of the successful brand internationalization.