Research On The Internationalization Path Of Chinese Brands Under The Background Of "One Belt One Road"

Under the background of "One Belt and One Road Initiative",economic growth model of China is shifting from "quantity" to "quality" gradually,which make it urgent that how to accelerate the process of brands internationalization so as to improve the status of Chinese business in Global Value Chain.Through the analysis of the literature,it is found that the existing brand internationalization path is based on the existing advantages of the enterprise,without considering the dynamic process of the brand internationalization and the specific construction measures at each stage,and there is no a targeted path along the "One belt and One Road"market.Therefore,in view of the objective reality of the brands internationalization of Chinese enterprises,this paper deeply analyzes the specific problems and found a suitable path chosen model for Chinese enterprises to carry out brand internationalization under the background of"Belt and Road",so as to enhance brand competitiveness and promote the development of Chinese brands.In terms of research methods,this paper adopts a combination of qualitative and quantitative analysis.The internationalization of brand is divided into four aspects from the perspective of economic research:brand internationalization trend,evaluation index,influencing factors and implementation path.And,this paper analysis the brand internationalization pattern from the national level,industry level and time level,and laid the practical foundation for the construction of the brand internationalization path chosen model through comparative analysis,a large number of corporate brand case and various enterprise data.The paper is divided into five parts.The first part is the introduction,which mainly introduces the background,significance,research ideas and methods.The research background and significance are given through the theoretical background and the international environment analysis of the enterprise.The research objectives are determined through literature research.The second part is about the concept definition and theoretical basis of brand internationalization.Combining the thesis topic,this part focuses on refining key concepts and theories related to this topic,and lay a theoretical foundation for the subsequent path design.The third part is the status quo of brand internationalization,which summarizes and compares the overall status quo of the internationalization of the world,China and the "Belt and Road".Then,this part summarizes the successful experience of brand internationalization and the challenges faced by Chinese companies' brand internationalization along the Belt and Road.The fourth part is about the factors affecting the internationalization of the brand.Firstly,this part analyzes the macro and industry environment along the Belt and Road using PEST and KSF analysis methods,and finds the main influencing factors;Secondly,based on the data of the world top 500 companies nearly five years,the theoretical hypothesis is made and tested through panel data empirical analysis,and the influence degree is cleared in statistical analysis,correlation analysis and regression analysis.Based on the above analysis,the impact path of the main factors of brand internationalization is classified and summarized,which provides an analysis basis for the brand internationalization path chosen model design.The fifth part is the path construction.Firstly,the case of Huawei is taken as an example to analyze the brand internationalization path chosen model through summing up its brand development highlights and ideas.Secondly,the traditional path is compared through summarizing the advantages and disadvantages.Thirdly,the factors affecting the internationalization of corporate brands are mainly summarized as the strength of the enterprise and market heterogeneity,which are used as two dimensions to divided the international path into brand leverage,brand growth path,brand culture path and brand eco path.