Research On The Path Of Chinese Enterprises Brand Internationalization

With the growing steps of the globalization,more and more companies take internationalization as their strategy choice.And with the growing importance of China in the global economy,more and more Chinese companies operating overseas,Lenovo is one of the typical companies.This paper takes Lenovo as an example and analyzes how Lenovo introduce its logo aboard.Chapter One summarizes the background and significance of this research,and introduces the method and purpose of this research as well the literature review.Chapter Two tells the concept and ways of brand internationalization and emphasizes some aspects that calls for attentions,we focus on the internationalization of Lenovo.Chapter Three analyzes the details for Lenovo in Russia,there are six parts: first,changes the logo,eliminates the obstacles of developing in Russia;second,joins the TOP plan of Olympics game;third,bids in government orders and sets up good reputation in Russian consumers;forth,carries out some idiomatical activities and promotes the influence of Lenovo trademark in Russian consumers;fifth,reinforces the channel establishment and intensively advertises with the help the cooperative partners;sixth,pays more and more attention on technology upgrade and launches exhilarating products.Chapter Four,the paper tells the experiences and tactics of Lenovo's development in Russia.The experiences are carrying out global strategy,localization and brand competitive strategy,and combining all the possible forces.The lessons are more and more investment,correct and continuous propagandize tactics,and catch the opportunity.The last is a summary for the paper.