Research On The Influence Of Dynamic Capability On Brand Internationalization Of China’s Equipment Manufacturing Enterprises

After 2001,Chinese enterprises have accelerated their pace of stepping out of their own markets,gradually entering the markets of various countries all over the world,and have achieved excellent results.In 2019,China became the country with the largest number of finalists with 129 multinational companies being listed in the "Fortune 500" for the first time in the world,replacing the United States at the top of the list.However,according to the "Top 500 Brands in the World" report,as of 2019,the number of shortlisted multinational companies in China is only 40,which is far behind the United States.Therefore,the level of internationalization of Chinese corporate brands is low.As for the equipment manufacturing industry,the degree of brand internationalization is relatively low,and it is also far behind the United States,Japan and other countries.And all companies are in a dynamic competitive environment in the international market,rather than a static environment.As a theory to analyze the competitive advantages of multinational companies,dynamic capabilities are of self-evident importance for the improvement of their brand advantages.Therefore,many experts and scholars from various countries have begun to study the relationship between dynamic capability theory and corporate brand internationalization,in order to promote the development of their local corporate brands in the international market.Based on this,this article will analyze the impact on the internationalization of Chinese equipment manufacturing enterprises’ brand from the perspective of dynamic capabilities.First of all,this article first analyzes the relevant literature and data,and based on this,constructs the three component dimensions of dynamic capabilities,namely the three sub-capabilities of enterprise team,innovation and organizational learning.Secondly,this article discusses and analyzes the development,motivation,and influencing factors of my country’s equipment manufacturing industry in the entire global market,and finds that each factor is closely related to dynamic capabilities.Then,this article starts from the three construction indicators of dynamic capability theory,selects 7 corresponding theoretical evaluation indicators,uses Stata 16.0 as the measurement analysis software,and obtains the following empirical results: all evaluation indicators are consistent with the assumptions of this article.Both play a positive role,but some indicators are not significant.Among them,R&D expenses and the number of employees with a bachelor’s degree or above accounted for the most significant proportions,followed by corporate directors and executives with postgraduate education.The proportion of corporate R&D technicians and the number of patents applications filed by enterprises at the level of 10% are significant.positive.The proportion of corporate directors and executives’ overseas experience and the percentage of corporate foreign directors and executives also have an impact on the brand’s international development,which is consistent with the hypothesis of this article,but the impact results are not significant.Finally,CRRC is selected as the company for the case study of this article.Based on its development status and the status of brand internationalization,starting from the three components of dynamic capabilities,this paper analyzes the influence of team adjustment,innovation promotion and organizational learning enhancement on the internationalization of enterprise brand.Based on the above research content,combined with the results of empirical analysis and case analysis,this article puts forward three countermeasures and suggestions on improving the brand internationalization of Chinaese’s equipment manufacturing enterprises from the perspective of dynamic capabilities,including: enhancing corporate team capabilities and improving corporate environmental insights;Strengthen corporate technological innovation,enhance corporate core competitiveness;improve the overall level of employees,and cultivate corporate international talents.