从王老吉品牌之争思考中国民族企业“走出去”战略

Reflection on "Go Global" Strategy of Chinese National Enterprises on the Basic of Brand Competition of Wang Laoji

由于国际市场发展的需要和国内市场的饱和,我国很多民族企业将会选择对外直接投资发展的道路,但由于文化差异、自身管理等方面原因,我国民族企业很难走出国门。作为当今我国饮料行业第一品牌的王老吉在国际化的道路上遇到区域选择、商标使用权、原材料成本等方面难题,只有发挥品牌优势,坚持本土化策略,通过跨国收购、绿地投资等对外投资形式,实施"走出去"战略。

Because of the needs of the development of the international market and domestic market saturation, many national enterprises will choose the international direct investment development path. But China＇ s national enterprise is difficult to go out of the country because of cultural difference and selfmanagement As the first brand of Chinese beverage, Wang LaoJi encounter the main problems as area selection, trademark use rights and the cost of the raw materials in international road. China national enterprises only play a brand, adhere to the localization strategy, carry out cross - border acquisitions, Greenfield investment and other forms of foreign investment, which can realize the strategy of ＂go global＂.