金融危机后中国企业国际品牌建设的战略思考

Strategic Thoughts of the Construction of International Brand of Chinese Enterprises after Financial Crisis

改革开放以来,伴随着中国经济的发展,中国企业国际品牌建设取得了长足发展,使得中国企业在全球的影响力大大提升,给世界带来了中国国际品牌的冲击波。同时,我们也必须清醒地认识到,在国际市场上,大多数中国企业在经济总量和出口总量不断创造新高的同时,中国传统品牌的竞争优势却在持续下滑,国际品牌更是寥寥无几。金融危机后,国际品牌竞争已成为国际竞争的重要方式。在这种国际背景下,中国企业必须大力加强国际品牌建设,加大高附加值品牌产品的出口,提升企业的技术创新和研发能力。在发展战略上,中国企业必须实施专业主义路线,经营和管理好自己的国际品牌,加大海外并购知名企业的力度。

Since the Reform and opening up,The construction of international brand of Chinese enterprises have achieved great development,and lift the effect in global market,brought new touching of Chinese international brand.We must realize that though most Chinese enterprises created new height in the total output of economy and export,the superiority of Chinese traditional brand in international competition is declining,and international brand is rare.After the financial crisis,international brand competition has become an important means of international competition.Under this international circumstance,Chinese enterprises must strengthen international brand construction,promote the export of high-valued product,and increase the capacity of technical renovation and research and development.On the development of strategies,Chinese enterprises must carry out professionalism strategy,administrate our international brands well and increase overseas acquisition of famous enterprises.