Analysis On MB Brand Internationalization Path

With the further development of economic globalization,the internationalization process of China enterprises is getting faster and faster.Brand internationalization is an important part of enterprise internationalization.MB water soluble fertilizer company is the first batch of new fertilizer production enterprises.In recent years,as China's labor costs rise,environmental protection policies are vigorously implemented,and resources gradually decrease,China's low-cost advantage gradually disappears.More and more international fertilizer companies come to develop the Chinese market,and the competition in the fertilizer market turns into international competition.In the international competition of the fertilizer industry,with the development of MB enterprise,the company has attained more and more high visibility in the domestic and foreign markets,in order to achieve their own interests,to obtain long-term stable development,MB enterprise must accelerate the internationalization process,to establish their own international brand in the international competition to have an advantage.Although MB enterprise's ability of product export and international market development is very strong,the brand international influence and brand internationalization degree is low.Then how to achieve MB enterprise brand internationalization,choose which kind of brand internationalization path is an important problem that MB enterprise is facing.Based on the theoretical basis of brand internationalization from the scholars,this paper adopts literature research method,case analysis method,comparative analysis to analyzes the development process and status quo of MB enterprise brand internationalization,and studies the factors that influence selecting the path of MB enterprise brand internationalization: Enterprise comprehensive strength,product and industry characteristics,the differences of target market,and the influence of national policy and national brand image;And we find out the suitable brand internationalization path for MB enterprise,it is easier way firstly enter into the developing countries and then enter into the developed countries,and in the developed countries mainly by the way of OEM brand,in developing countries mainly by the way of independent brands,in new development markets by the way of double branding,and realizes the MB independent brand internationalization;Finally,the paper puts forward the security strategies to ensure the smooth implementation of MB enterprise brand internationalization.