Differentiation Competitive Strategy Research In The Process Of Chinese Enterprises' Brand Internationalization

Face to the fierce market competition, going out strategy become to the inevitable choice of the company in our country. Brand internationalization is the key to realize international business for many enterprises. But the progress of realizing Chinese enterprises' international business is still in the initial stage. Compare to the progress of western developed country, the internationalization of Chinese enterprises is relatively low. This article is aimed at exploring a suitable strategy for the internationalization of Chinese enterprises. Based on the combination of brand internationalization theory and the brand differentiation theory, this article raises the brand differentiation strategy and the model of brand international differentiation strategy theory. Then, this article raises the necessary of brand differentiation strategy by analysis the history, current situation and restraining factor of Chinese enterprises' brand internationalization. This article tests the feasibility and applicability of the given model by case analysis. Finally, it comes out an advancement strategy for internationalization of Chinese enterprises by studying the brand strategy, brand communication and brand operation of successful cases.