The Research On The Way To Realize The Internationalization Of Chinese Enterprise Brand

Since 21st century,the pace of economic internationalization and globalization has accelerated,and the world economy has shown a trend of internationalization of the market,transnationalization of enterprises,multi-nationalization of capital and intensified competition,which inevitably brings about the globalization of the brand.While foreign enterprises are expanding their brands in the process of internationalization one after another,Chinese enterprises are facing the slowdown of the domestic economy and the intensified competition in the industry.The brand represents the degree of recognition and market position of the enterprise.The construction and expansion of the international brand represent that the enterprise will occupy more resources and market share in a larger demand environment.Therefore,it is necessary for Chinese enterprises to set up their own brand and move towards internationalization through brand internationalization.However,the internationalization of Chinese enterprises brand is not as simple as imagined.In addition to the deficiency of Chinese enterprises in the global awareness,international experience and the capacity for independent innovation,the academic community in China also lacks a theoretical study of the internationalization of the brand.On the basis of the research achievements of the predecessors' brand internationalization,the thesis makes a more in-depth analysis of the related theories and models,and provides a meaningful reference for Chinese enterprises to choose the appropriate path according to their own characteristics,combining the influencing factors of the choice of the brand internationalization path.The article believes that the internationalization of brands with their own brands is the best way,but it is difficult for Chinese companies with weaker overall strength and less experienced international operations.Therefore,the enterprise can adopt a certain path to realize the internationalization of the brand indirectly.This path includes two aspects of market entry and brand growth,in which the market entry path mainly describes the foreign market that the company chooses as the beginning,and the brand growth path is specifically introduced with Galanz,TCL,and double stars as the case.In addition,the thesis points out that the subjective motivation of the enterprise and the objective factors such as product,enterprise,industry,market characteristics and brand image of the country have an impact on the path of the realization of brand internationalization.Therefore,there is no replicable version of the brand internationalization,and enterprises need to choose according to their specific circumstances.For Chinese enterprises,in the process of path selection,firstly need to clarify the characteristics and requirements of the existing brand internationalization path and their own management resources and then compare the two to choose the most matching path model,and make dynamic adjustment in practice.