国际品牌:一个新的概念框架及实证分析被引量：8

Defining and Empirically Analyzing International Brand from A New Perspective

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摘要国际品牌界定是中国加快发展国际品牌的基础性理论问题。迄今为止,理论界对国际品牌的界定标准尚无定论。本文基于企业层面新视角,从时间和空间两个维度构建国际品牌概念框架,以《全球品牌100强》的国际品牌为样本,对构建的国际品牌概念新框架进行实证分析,研究发现:国际品牌基本以母区域市场为基础,逐步向"三极市场"扩张,但在东道区域市场的渗透能力较弱;持续创新是国际品牌成长的关键;新技术和新产业领域的企业有潜力和实力在较短时间内成长为国际品牌。这个研究结论为我国企业发展国际品牌提供了新思路。 The definition of international brand is a theoretical issue, which will help China to accelerate the development of international brands. However, there has been much controversy with respect to what the term ＂international brand＂ refers to. In this paper, from a new perspective, it develops an international brand definition framework from space and time dimensions. Taking some best global 100 as sample, the study empirically analyzed them under the new framework. Finally it makes a conclusion that： most of international brands are based on their home-region market, and expand across the triad market gradually, but their penetration capability in the host- region market are weak, continuous innovation is the key to the growth of international brand, businesses from new industries have the potential and power to grow into international brands in a short time. All of these provide ideas for China to develop international brand.

作者王分棉林汉川

机构地区对外经济贸易大学国际商学院

出处《中国工业经济》 CSSCI 北大核心 2011年第5期129-138,共10页 China Industrial Economics

基金国家社会科学基金项目"我国企业发展国际品牌战略模式研究"(批准号10CGL023) 北京市哲学社会科学规划重点项目"北京市高科技企业加快发展国际知名品牌战略研究"(批准号08AbJG234) 北京企业国际化经营研究基地资助项目 "对外经济贸易大学学术创新团队资助项目" 对外经济贸易大学"211工程"三期建设项目

关键词国际品牌 “三极市场” 市场渗透能力 international brand the triad market penetration capability

分类号 F270 [经济管理—企业管理]

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