The Research On Strategy Of Brand Internationalization For Chinese IT Corporation

It is undoubted the ability of IT rebuilding traditional industry. As thesymbol of high-tech, IT is applied to everywhere. With IT in economy andlife, productivity is increased largely. So, IT has become the significantindustry of national economy.As a particular and invisible treasure, brand has become the corecontent and measure of compete between corporations, has become the keyof acquiring customers'adherence and seeking longtime development.Owing to the disadvantage of brand, out country's IT corporation is harderin competition than overseas'. It has a great gap in making profit betweenout country's IT Corporation and overseas, the more important is the gapaffecting the rate of capital accumulation, making reinvestment insufficientulteriorly. As the result, I choose the strategy of brand internationalizationfor Chinese IT Corporation as the research object.Beginning with the concept of brand and brand internationalization,this article conducts the domestic and overseas theory of brandinternationalization. Then it focuses on Chinese IT Corporation, discussesthe needing and feasibility of brand internationalization. Consequently itconducts the history of Chinese IT Corporation, as the same time, analysesthe cases of Huawei, Lenovo and Benq, summarize the experiences and shortage. In the last part, it brings the thinking of Chinese IT Corporation'sbrand internationalization in production, competition, innovation,manpower, brand generalizing and crisis management. It includes thatChinese IT corporation should find out the core competency itself andenhancing it, should choose competing strategy reasonable in this way canavoid front attack against stronger rival, should inspirit everybody toparticipate in innovation, should constitute a efficient human resourcemeasure, should pay attention to the inviting and training of person withability, should generalizing brand Omni-directionally and strengthen crisismanagement.