Paths Analysis For Brand’s Internationalization Of Chinese Enterprises

Building brands and creating brand names has become major means forenterprises to participate in international competition and to establish itself in theinternational market. Thus exploring suitable paths and patterns for brandsinternationalization is an unavoidable issue for Chinese enterprises. Intensive analysisof specific problems, learning from the experiences of others, looking for suitablepaths, and proposing corresponding solutions, all of which are urgent tasks thatChinese enterprises have to face, and they should be conducted in view of theobjective reality of the brands internationalization of Chinese enterprises. Therefore ithas an important theoretical and practical significance to study the issue.This paper defines brands internationalization as a process in which companiesexpand their brands popularizations from domestically to internationally and evenglobally. In order to make their brands widely recognized in the international contextand influential. The paper introduces the importance and specific forms of brandsinternationalization, discussed its extent and influencing factors, build its analysisarchitecture, points out its specific paths. This article divide the process of brandsinternationalization of Chinese enterprises into many stages, introduce its necessity,and explore the gap between Chinese brands and brands of developed countries bywhich we find out its specific problems. In the aspect of comparing different paths ofbrands internationalization, firstly, general comparison is made from general modeaspect. Then emphasis is putted on the comparison of different typical patterns ofChinese brand internationalization. International comparison between householdelectrical appliance enterprises from Japan, South Korea and China, and ITcompanies from the U.S is also conducted. As to the factors that constrain the paths selection of the brands internationalization of Chinese enterprises, internal causes ofthe enterprises are extensively analyzed including their management systems,products, brands, operational resources and core competitive capabilities. Externalcauses are also analyzed including international marketing environment, domestic andinternational demand conditions, domestic and international competition status, thebrand image of the country, and the economic nationalism tendencies. The basicprinciples of selecting internationalization paths is extracted, which mainly concernthe following aspects: innovative capability, cultural creativity, overall brand strategy,brand creativity, technique and capital internationalization ability, international-levelmanagement capabilities, a clear demand-driven mechanism, the utilize of externalhuman resources and the diversity of entry paths. Based on this, countermeasures areanalyzed and many specific principles are proposed.On the subject of path selecting concerning brands internationalization ofChinese enterprises, a relatively new analytical framework is proposed. Someinnovative notions are suggested especially in Chinese brand internationalizationphasing, international comparison of Chinese and foreign brands, internal andexternal constraints, and countermeasures choosing. The understanding of this issueis enriched both in analysis methodology and opinion.