基于生态位视角的国企品牌国际化战略研究

企业品牌成长的生态位,包括企业品牌自身的生态环境和企业品牌成长所需要的生态环境。国企品牌国际化过程面临着两个方面的挑战:一是产业价值链端口低,品牌附加值缺失的生态位挑战;二是品牌国际化过程生态位路径选择的挑战。为此,需要采取以全球思维推进国企品牌国际化的本土化实施;以全球思维创新商业模式,提升国企品牌国际化的业态层次;以全球思维进行品牌战略管理,健全国企品牌国际化的危机风险管控机制,从而改善国企品牌国际化的生态形象,增强市场话语权。

The ecological niche for brand development of state -owned enterprises （SOEs）, including ecological environment for brand itself as well as for its grown - up, will face two challenges in the process of brand internationalization： one is the low end of its industrial value ehain, which lacks the brand value - added in ecologieal niche; the other is the path choice of its ecological niche in the process of internationalization. Therefore, in the process of internationalization of state - owned brand, a global business concept needs to be adopted so as to boost the implementation of brand localization; with global concept, business model needs to be innovated to raise up the level of business activities; brand strategy and crisis controlling meehanism need to be managed to improve brand ecological image and at the same time enhance its market discourse right in the process of brand internationalization of SOEs.