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2001年我国顺利加入世界贸易组织,使我国的经济发展进入了一个崭新的阶段。面对市场开放带来的机遇与挑战,我国品牌的发展将面临着严峻考验,品牌国际化已成为不可抗拒的历史潮流,但品牌国际化是个系统工程,需要我们采取相应对策加以解决。从我国企业品牌化策略的类型,企业品牌化的现状,品牌国际化的战略意义,品牌国际化的对策及建议方面综合阐述了中国企业在现今大环境下在全球竞争中的发展战略,希望对我国企业进军国际市场有所启示。
In 2001, China smoothly joined the World Trade Organization, so that China’s economic development has entered a brand-new stage. Faced with the opportunities and challenges brought by the opening up of the market, the development of our brand will face a severe test. Brand internationalization has become an irresistible historical trend. However, the internationalization of brands is a systematic project that requires us to take corresponding measures to solve it. From the aspects of the type of corporate branding strategy in our country, the status quo of corporate branding, the strategic significance of brand internationalization, the countermeasures and suggestions of brand internationalization, this paper comprehensively expounds the developing strategy of Chinese enterprises in the global competition under the current environment. Enlightenment from Chinese enterprises entering the international market.