A Study On The Strategic Evolution In Brand Globalization Of Local Company

In the setting of globalized economy, the ownership of global brand has become one of the core competitive advantages of a company. However, there is huge distance in brand globalization between China and the developed countries. Now, more and more Chinese companies prepare or have begun to develop global brand. To make that happen, Companies need to have clear-cut strategic thrust, and to take effective strategies and decisions. But scholars have paid very little attention to the strategic evolution in brand globalization, and there are few research fruits. The lack of practical experience and theoretical guidance would make it difficult for companies to make and adopt effective strategies and decisions to develop global brand. Therefore, the author studies the strategic evolution in brand globalization of local company. The study probes the evolution of strategic thrust, the strategies and decisions that can realize those different strategic thrust, as well as factors and triggers that spurs on the brand globalization.Firstly, the study reviews literatures around the research topic, inclucing Internationalization Theory, Strategic Evolution Theory and Global Marketing Theory, and then proposes the Strategic Evolution Model in Brand Globalization.Secondly, based on the poposed model, the author studies the strategic evolution of Haier, Lenovo and TCL, the three representative companies in brand Globalization. The study then compares the 3 cases and probes the stragetic evolution pattern in brand globalization.According to the study, in the brand globalization of the local compay, the strategic development is a dynamic evolutional process including Pre-Brand Globalization, Brand Initial Entry, Local Market Expansion and Brand Globalization. Factors and triggers spur the company to switch strategic thrust and the company should take strategies and decisions to realize those different strategic thrusts.