中国企业品牌国际化升级路径研究——从品牌机制角度探究国际化品牌长青基因

Research on the Upgrading path of Chinese Enterprise Brand Internationalization——Explore the International Brand Evergreen Gene from Brand Mechanism Angle

基于品牌国际化升级的多案例研究,利用路径依赖理论探究了我国企业品牌经营和国际品牌经营存在巨大差异的形成机制。通过对国际顶端品牌的对比研究,发现我国机遇型企业要摆脱弊端,创建国际化长青品牌,必须从经验主义升级到方法论,通过学习、超越国际上经典和领先的品牌原理及方法论,借助中国经济形态在国际上的独特竞争优势,打造与世界竞争同步的国际化大品牌,这样才能使得品牌成功从偶然性向必然性转变,成就国际化长青品牌。

Based on the brand internationalization upgrade case study, using the theory of path dependence explores our country enterprise brand management and international brand management mechanism for the formation of huge differ- ences. Through the comparison study of international top brands, find opportunities for enterprises to get rid of the disad- vantages in our country. To create international evergreen brand, must from empiricism to upgrade to the methodology, through learning, beyond classic and leading brand on the international principle and methodology. With the aid of the Chi- nese economy form unique competitive advantage in the world, create synchronization with the world competition interna- tionalization big brand, so as to make the brand successful transition from contingency to necessity, achievement evergreen brand internationalization.