我国企业品牌国际化的可行性分析

本文从宏观经济环境和微观经济个体两方面,对我国企业开展品牌国际化活动的有利因素和不利因素进行了分析。国家综合实力的提升、国家政策的支持、金融危机的爆发、市场竞争的磨练、低成本竞争优势、科研和创新能力的增强为现阶段我国企业品牌国际化创造了有利条件,而中国国家品牌的劣势、中外文化的差异、品牌国际运营经验的缺乏、技术优势的不突出也成为我国企业品牌国际化的不利因素。企业应该根据自身经济实力和品牌发展战略,选择合适的品牌国际化时机和方式。

This paper introduces an applicable procedure to analyze Chinese brands globalization from the points of view of macroeconomic environment and microeconomic units.We have the following favorable conditions:the increase of national comprehensive strength,the supporting policies from country,the break-up of 2008 financial crisis,the severe test of domestic competition, the low-cost competitive advantage and the improving of innovative ability.With regard to the unfavorable factors,Chinese brands have to face adverse national brand,the big gap between Chinese and Western cultures,lack of experience in brand globalization, lack of predominant technical advantage.So Chinese enterprise should choose appropriate time and method in their brand globalization according to their own strength and brand developing strategies.