A Research On Internationalization Strategy Of Chinese Food Brands In The Food Security Crisis

In more than30years of Reform and Opening, a large number of powerful food brandshave been founded. In order to expand the brand coverage, some strong brands begin to focuson the international market. After years of accumulation, the value of some food brands havebeen improved greatly, they have also the economic strength to internationalize their brands.However, the food security crisis explodes frequently. Chinese food enterprises are facing ahuge crisis of confidence and a serious impact on the process of the food brandsinternationalization.This research object is on the Chinese food brands. After summarizing the relatedinternational brand theory both at home and abroad, the paper analyzes the status andcharacteristics of China’s food safety crisis combining with the food security crisis and crisiscommunication theory, and also the path and mode selection of Chinese food brandsinternational. The paper pointed out the main problems which the Chinese food brands arefacing, during the process of internationalization. And some recommendations are supplied.The paper gives the recommendations of the international brand of Chinese food in thepoint of view of the nation, industry associations and enterprise. First, the profession needs tobe enhanced in the national food safety standard system, and Chinese food quality and safetyinformation is passed to the international market of food national brand strategy, in order toprovide a good market base for the internationalization of Chinese food companies. Secondly,the food industry associations should play the important role of industry organizations in thefood safety supervision and management, and promote the public opinion in the crisis eventand brand internationalization process. Finally, the Chinese food enterprises, under thepremise of improving the knowledge of the brand internationalization, grasp the internationalbrand positioning and brand management accurately. And the enterprises should focus on theemergency response mechanism and event marketing the two critical international nodes.