The Research On The Strategy Of CSR Group Brand Internationalization

Brand internationalization has become the measure of a enterprise, special sign ofcomprehensive national power of a region or a country. The implementation of brandinternationalization is an important measure to improve the ability of ind ependentinnovation of enterprises and the rapid growth of. Because the market economy changeunpredictably, update technology make a spurt of progress, the market increasinglyhigh degree of specialization, both global brand or Chinese brand, in the futur e marketcompetition will be price competition to brand internationalization competition. ChinaSouth Locomotive Rolling Stock Corporation face the opportunities and challenges ofrail transportation industry in the new period, the allocation of resources, marketdevelopment, technology innovation, customer service extension to the world, trying torealize CSR Group brand internationalization, to create the most social responsibilityof the industry pioneer and international Multi-National Corporation.In this paper, by reviewing the development history CSR brand strategy, startingfrom the brand strategy and management theory, on the CSR Group brand managementmainly through the analysis of current situation, and puts forward CSR GroupCompany brand internationalization brand internationalization means general is notstrong, management structure is not perfect, the brand internationalization constructionsystem are lack of ability and professional talent team construction problems aremainly four aspects of problems, aiming at these problems, the proposed CSR Groupbrand internationalization strategic development goals, the establishment andperfection of the internationalization of the brand and brand management organizationstructure of international communication system, and put forward concrete proposalsfor implementation of brand internationalization.Brand internationalization is the route one must take for large enterprises into theinternational market, and it is also a common problem for most Chinese enterprisesduring international development. The paper makes some valuable analysis andcomparative study of the development path of brand internationalization, has practicalsignificance in guiding the establishment of Chinese enterprises and products t o createthe well-known brand, reputation, development road and brand internationalization forChinese enterprises to put forward some countermeasures to the series, has a goodreference value and theoretical significance to these recommendations.