本文關(guān)鍵詞：我國企業(yè)國際品牌戰(zhàn)略研究　出處：《天津財(cái)經(jīng)大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

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【摘要】： 在經(jīng)濟(jì)全球化、信息技術(shù)高度發(fā)達(dá)的時(shí)代背景下,國內(nèi)競(jìng)爭日益國際化,國際競(jìng)爭國內(nèi)化,我國企業(yè)要在激烈的競(jìng)爭中生存與發(fā)展,必須將品牌建設(shè)提高到戰(zhàn)略地位,同時(shí)要積極參與國際競(jìng)爭,實(shí)施國際品牌戰(zhàn)略。目前,我國只有極少數(shù)企業(yè)成功躋身于國際知名品牌的行業(yè),而更多的企業(yè)尚未成功實(shí)施國際品牌戰(zhàn)略,處于內(nèi)憂外患的艱難境地。許多立志走出國門的企業(yè)迫切希望了解和學(xué)習(xí)國際知名品牌的品牌戰(zhàn)略,以提高自身在國際市場(chǎng)中的品牌競(jìng)爭力。此文將以此為目的展開研究,在對(duì)國際知名企業(yè)的品牌戰(zhàn)略進(jìn)行研究的基礎(chǔ)上,結(jié)合我國企業(yè)目前國際品牌戰(zhàn)略存在的現(xiàn)狀與問題,積極借鑒國際知名品牌的成功經(jīng)驗(yàn),提出我國企業(yè)實(shí)施國際品牌戰(zhàn)略的對(duì)策,以期能為我國企業(yè)應(yīng)對(duì)國際市場(chǎng)的競(jìng)爭、成功實(shí)施國際品牌戰(zhàn)略有所幫助。 此文的內(nèi)容主要分為三部分: 首先,是對(duì)品牌、品牌戰(zhàn)略理論的綜述。通過對(duì)品牌、品牌戰(zhàn)略的界定,理清了品牌、品牌戰(zhàn)略與品牌策略之間的邏輯關(guān)系。 其次,從我國品牌在國際市場(chǎng)中的地位、我國企業(yè)對(duì)市場(chǎng)信息的把握、品牌定位、品牌延伸、品牌維護(hù)等方面對(duì)我國國際品牌戰(zhàn)略的現(xiàn)狀進(jìn)行了描述,并指出了我國企業(yè)國際品牌戰(zhàn)略制定與實(shí)施策略中存在的問題與原因。 最后,是對(duì)我國企業(yè)國際品牌戰(zhàn)略的對(duì)策研究。針對(duì)我國企業(yè)國際品牌戰(zhàn)略實(shí)施過程中存在的問題,并結(jié)合國際知名企業(yè)的國際市場(chǎng)品牌擴(kuò)張成功經(jīng)驗(yàn),主要從國際品牌戰(zhàn)略的規(guī)劃、全球化思維、品牌維護(hù)、品牌的跨文化管理、品牌創(chuàng)新等方面提出了我國企業(yè)實(shí)施國際品牌戰(zhàn)略的對(duì)策。
[Abstract]:Under the background of economic globalization and highly developed information technology, domestic competition is becoming more and more international and international competition is becoming domestic. Chinese enterprises should survive and develop in the fierce competition. At the same time, we must actively participate in the international competition and implement the international brand strategy. At present, only a few enterprises in our country have successfully entered the industry of international famous brand. And more enterprises have not successfully implemented the international brand strategy, in the difficult situation of internal and external problems. Many enterprises eager to go out of the country eager to understand and learn the brand strategy of international well-known brands. In order to improve their own brand competitiveness in the international market. This paper will take this as the purpose of the study, on the basis of the research on the brand strategy of international well-known enterprises. Combined with the current situation and problems of international brand strategy of Chinese enterprises, the successful experiences of international well-known brands are actively used for reference, and the countermeasures for Chinese enterprises to implement international brand strategy are put forward. The aim is to help Chinese enterprises cope with international market competition and implement international brand strategy successfully. The content of this article is divided into three parts: First of all, it summarizes the theory of brand and brand strategy, and clarifies the logical relationship between brand, brand strategy and brand strategy through the definition of brand and brand strategy. Secondly, the status of Chinese brand in the international market, the grasp of market information, brand positioning, brand extension, brand maintenance and other aspects of China's international brand strategy are described. The problems and reasons in the formulation and implementation of international brand strategy of Chinese enterprises are pointed out. Finally, it is the countermeasure research of the international brand strategy of our country enterprise, aiming at the problems existing in the process of implementing the international brand strategy of our country enterprise, and combining the successful experience of the international market brand expansion of the international famous enterprise. This paper puts forward the countermeasures of implementing international brand strategy from the aspects of international brand strategy planning, globalization thinking, brand maintenance, brand cross-cultural management, brand innovation and so on.
【學(xué)位授予單位】：天津財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F273.2

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