本文選題：中華老字號　切入點(diǎn)：品牌國際化　出處：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2009年碩士論文

【摘要】： 隨著世界經(jīng)濟(jì)全球化進(jìn)程的加快,企業(yè)之間的競爭迅速趨于國際化,品牌作為企業(yè)之間相互競爭的核心內(nèi)容,導(dǎo)致品牌國際化成為一種必然的趨勢,品牌國際化也成為企業(yè)參與國際市場競爭的重要手段。中國市場是國際市場的重要組成部分,越來越多的有百年歷史的國際品牌也紛紛涌入中國,他們大都擁有雄厚的品牌優(yōu)勢,而由于種種原因,中華老字號的品牌效應(yīng)沒有得到很好的發(fā)揮,品牌國際化發(fā)展更是處于起步階段,面臨很多問題,在激烈的國際市場競爭中處于劣勢地位。中華老字號十分有必要進(jìn)行品牌國際化。 國內(nèi)外專家學(xué)者已經(jīng)對中華老字號做了許多研究,但是這些研究主要集中在對老化原因的探討,對老字號的振興問題的研究等,對中華老字號的品牌國際化問題研究比較少。本文將中華老字號和品牌國際化理論相結(jié)合,從一個全新的視角來研究中華老字號,認(rèn)為中華老字號十分有必要進(jìn)行品牌國際化,而且具備了較強(qiáng)的可行性;通過重點(diǎn)分析四家中華老字號品牌國際化的經(jīng)典案例,總結(jié)共性和成功經(jīng)驗(yàn),剖析存在的問題并且提供了相應(yīng)的對策建議,為中華老字號的品牌國際化的發(fā)展提供了建設(shè)性的建議。 本文以理論和實(shí)際案例相結(jié)合的方法,在綜合國內(nèi)外學(xué)者相關(guān)研究成果的基礎(chǔ)上,采訪了數(shù)位對中華老字號有研究的專家學(xué)者,獲取了寶貴的第一手資料。全文從中華老字號及品牌國際化的概念入手,以中華老字號品牌國際化為目標(biāo)研究對象,以分析和解決其在品牌國際化過程中遇到的問題為核心進(jìn)行研究。采用比較、歸納和演繹等方法,系統(tǒng)地對中華老字號品牌國際化的問題進(jìn)行了研究。
[Abstract]:With the globalization of the world economy, the competition between enterprises quickly become a core content of brand internationalization, the competition between the enterprises as the leading brand internationalization has become an inevitable trend, brand internationalization has become the important means of enterprises to participate in international market competition. China market is an important part of the international market, there are more and more the 100 year history of international brands have flocked to China, most of them have a strong brand, but due to various reasons, the Chinese time-honored brand effect has not been very good play, brand internationalization development is in the initial stage, facing many problems, at a disadvantage in the fierce competition in the international market of Chinese time-honored. It is necessary for the internationalization.
Domestic and foreign experts and scholars have done a lot of research on the Chinese time-honored, but these studies mainly focus on discussion of the cause of aging, study on the revitalization of the time-honored problem, studies on the problem of Chinese time-honored brand internationalization is relatively small. In this paper, the time-honored brand and internationalization theory, to study Chinese name from a new perspective, that is very necessary for Chinese time-honored brand internationalization, but also has a strong feasibility; a classic case by analyzing four Chinese time-honored brand internationalization, with common and successful experience, analyze the existing problems and offers corresponding countermeasures and suggestions, provide constructive suggestions on the development of Chinese Time-honored Brand Internationalization.
This dissertation combines theoretical and practical examples, based on the comprehensive research of scholars at home and abroad, interviewed experts and scholars have digital research on Chinese time-honored, gained valuable first-hand information. This paper from the concept of the Chinese time-honored brand internationalization and with the time-honored brand internationalization as the goal the object of study, to solve the encountered problems in the process of internationalization of the brand as the core to analysis and research. By comparison, induction and deduction method, the system of the Chinese time-honored brand internationalization is studied.

【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F279.2

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 王成;;“老字號”品牌創(chuàng)新模式探究[J];商業(yè)時代;2013年06期

相關(guān)碩士學(xué)位論文 前2條

1 黃冠穎;論傳統(tǒng)區(qū)域品牌的現(xiàn)代化跨越：以金華火腿為例[D];浙江師范大學(xué);2011年

2 張旭;論中式點(diǎn)心包裝人性化設(shè)計(jì)[D];西南交通大學(xué);2010年

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本文編號：1710503