A Study On Our National Brand Internationalizing

With the arrival of knowledge economy and the formation of the global economic integration, the host body of the market management has been transformed from the"traditional enterprise"to the"brand", which has become not only the stalest operating element and the love of management for an enterprise, but also the core wealth of the national industry and the important constituent of a country's industrial competitive power. So the brand competitive power has become the embodiment of a nation's synthetically strength. In the past over 20 years'practice of market economy and the reform and open policy has pushed our enterprises into a big tide of the brand competition. Therefore, in this process, large quantities of national outstanding brands have grown up in our country, like Haier, TCL, Lenovo and so on. However, at present we don't have a true global noted brand. Under this circumstance, in order to bring about a sustained, stable and rapid development in our country's economy, realize hers prosperity and Chinese nation's great revival. Our government should promote internationalization of our country's outstanding brand, and try its best to raise a batch of global noted brands which are able to lead the international market. This article, from the angle of promoting national brand image and competitive advantage; taking the logical real diagnosis and case analysis as the main research techniques; on the base of summarizing the theories of brand and brand internationalizing and discussing the relationship between national enterprise brand, country brand and the national competitive power, this article focuses on the necessity and feasibility of internationalizing our national brands; focuses on the strategic target and strategic step, strategic countermeasure and the government's function in the process of internationalizing our national brand.The major points of this paper include:(1) Brand internationalizing and the enterprise internationalizing are not two completely same concepts. The connotation of the latter is quite broad, and we can regard the brand internationalizing as a higher phase of the enterprise internationalizing. It refers a process in which a country's superior brand moves towards overseas, grows into a global noted brand and realizes the goal of brand globalization by selling brand product to the overseas, directly establishing the plant in the overseas to produce and sell such brand product, or selling the brand right of use to the overseas partner.(2) The relationship between the national enterprise brand and country brand are overly interdependent and mutually promote each other. On the one hand, a good national brand image can help its enterprise sale country brand is mainly made up of the national enterprise brand in the final analysis an outstanding national enterprise brand can obviously promote the country brand after growing into a global note brand.(3) The relations between national enterprise brand and country competitive advantage as a whole are also interdependent and promote mutually each other. On the one hand, country competitive advantage is the most basic competitive advantage of an enterprise, because it can create and maintain the competitive condition of the enterprise. The state not only influences enterprise's strategy, but also creates the core of production and technology and makes it to continue. With a strong country competitive advantage support, enterprises (especially the small and medium-sized enterprises) are easier to enter into the international market and grow into a big global company. On the other hand, an outstanding national enterprise brand in turn can obviously strengthen the country competitive advantage after growing into a global noted brand.(4) National enterprise brand internationalizing is not only the need of promoting our country brand, also the need of strengthening our country competitive advantage. In addition, brand internationalizing itself is also an inevitable choice for our national brand to survive and develop.(5) We should establish our national brand internationalizing strategy on the basis of the new division of industry and the enterprise's type which take the type of global value chain as he standard.(6) This article believed that the companies like Haier, TCL, Lenovo and so on who want to become a world noted brand, should dare to choose the brand internationalizing pattern and invest in overseas directly. (7) We should strengthen our government's function in the process of internationalizing our national brand. Because supporting the national brand internationalizing vigorously is not only an important way to make national brand, but also the intrinsic request to strengthen the competitive advantage of our country.The biggest innovation of this article is that it combines the national brand and country brand with the country competitive advantage, studies the national brand internationalizing from the point of promoting country brand and enhancing country competitive power. Other innovations include: it systematically summarized the brand connotation, and proposed a new understanding of brand; it distinguished brand internationalizing from enterprise internationalizing, and fare a new connotation of the brand internationalizing. It has designed a new model of Chinese country competitive power (double diamonds model); it has made a fresh division of our country's industry and enterprise types according to the criterion of global value chain type.