A Study On The Moderate Internationalization Strategy Of Local Brands

With the development of economy,the brand has become an indispensable part of the enterprises.In face of a more open market environment,the increasingly fierce competition in domestic and foreign products,domestic enterprises continuously improve its brand strength,rushed to a broader international market.How to carry out the brand internationalization better and what brand strategy to use?This is the problem that local enterprises need to thinking about.In order to seek a breakthrough in the internationalization of domestic brands,this paper aiming at the problem of brand internationalization of a series of studies.From domestic to international,not only is the expansion and transformation of market.The show is brand development and maturity.This paper based on the angle of the development of the internationalization of the local brand proposed "moderate"brand internationalization strategy,explore the local brand internationalization in how to balance the domestic and international,make a moderate internationalization.In study considering the parties to the domestic factors and international market situation,from the two perspectives to analysis local brand’s success in the process of internationalization.The content of this paper includes the connotation of local brands,internationalization strategy choice of local brands,relationship between "local" and"international" in the process of internationalization of the brand,build moderate for the principles of brand strategy,and the thesis argument of exploration and creation practice of the author.This paper from the brand design,shaping,communication from the perspective of exploration of local brands,through the study of"internationalization" strategy in the process of development of local brand internationalization,thinking advantage and inferior position in the development of local brands and face the difficulties and challenges,combined with the local culture and the market environment,to explore suitable for the road of development of local brands.The analysis of local The connotation of the brand,value,development problems and challenges,on the choice of brand internationalization strategy,implement,and put forward under the guidance of the principle of proportionality of the local brand internationalization development strategy,the local brands moderate internationalization strategy method and feasibility is explored."Moderate" and not blindly reduce strategy use force,but better control of brand strategy and the reasonable deployment of resources.Hope appropriate brand strategy could help the brand to control the brand development better,make the brand more competitive in the international competition.