Construction And Application Of Evaluation Model For The Brand Internationalization Of Chinese Construction Machinery Enterprises

In recent years,China has accelerated the global industrial layout and promoted the process of enterprise internationalization.The competitiveness of domestic construction machinery companies represented by Sany,XCMG,Zoomlion and others in the international market has been further improved.However,they are still far away from catching up with world's leading brands like Caterpillar and Komatsu.This paper selects three leading domestic brands—Sany,XCMG and Zoomlion as the evaluation object.Based on the research of Su Yong and others' cobweb model of brand internationalization,this paper selects eight indicators,which are brand recognition,international management methods,organizational structure,overseas sales ratio,implementation time of brand internationalization,regional distribution of brand internationalization,international talent strategy and brand output method,and establishes the coweb model to evaluate the brand internationalization of the three companies.According to the results,Chinese construction machinery enterprises have already begun the process of enterprise internationalization and brand internationalization,and have achieved some good results.For example,in the way of enterprise internationalization,most enterprises have achieved the level of setting up wholly-owned overseas subsidiaries.In terms of brand export methods,the three companies evaluated have all achieved the level of brand export with capital.At the same time,the evaluation also finds that there are many problems in the brand internationalization of Chinese construction machinery companies,mainly due to the heavy dependence on domestic market,low brand recognition and insufficient attention to international talent strategies.In order to further promote the process of the brand internationalization of domestic construction machinery companies,companies concerned can take the following measures: by accelerating the construction of overseas production bases,promoting the globalization of financial services and improving the distribution of overseas agents,companies concerned can increase the company's overseas business income and reduce the domestic market dependence;Increase the recognition of the brand by increasing investment in product research and development,actively organizing and participating in marketing,public welfare activities,etc.;attach importance to the cultivation and absorption of international talents to improve the company's proportion of international talents and the quality of international talents.