本文選題：品牌 + 品牌資產　； 參考：《大連海事大學》2008年碩士論文

【摘要】： 品牌國際化趨勢是當前國際市場競爭發(fā)展的必然趨勢,國家競爭實力的強弱一定程度也在于本國擁有的國際化品牌的多少。隨著科學技術的發(fā)展和世界經濟一體化進程的不斷深入,企業(yè)與企業(yè)之間的競爭擴展到了國際化,面對不同國家和地區(qū)的競爭環(huán)境以及市場,我國企業(yè)要獲得成功的關鍵就在于品牌的推廣、以及品牌受到當?shù)叵M者的認可。 托馬斯·弗罩德曼的《世界是平的》一書從獨特的視角探討論述了世界正在變平的過程,大膽的提出“世界是平的”。從世界經濟發(fā)展的角度來看,全世界的企業(yè)面對的市場是一個平面,國際競爭變的更加激烈。在這個平坦的世界,對企業(yè)現(xiàn)有的商業(yè)模式、組織模式以及企業(yè)發(fā)展產生了巨大的影響,在全球經濟發(fā)展到國際化這一階段的過程中,企業(yè)的競爭就要立足本土,在國際競爭市場中獲利,首選的利劍就是打造本企業(yè)品牌,是品牌走向國際化的道路。本論文針對這一重要的發(fā)展方向,在前人已有的研究成果和研究基礎上繼續(xù)探討中國企業(yè)品牌國際化的實現(xiàn)途徑。 本論文從國內外研究現(xiàn)狀出發(fā),首先論述了品牌國際化的理論基礎,包括品牌的基本概念、分類、基本特征和品牌國際化的內涵、方法與途徑以及品牌國際化程度的衡量。其次對影響品牌國際化的因素做了詳細的分析,影響因素分為一般影響因素和核心影響因素,本論文重點對核心影響因素——品牌資產做了詳細的探討論述。再次,詳細論述了中國品牌國際化的實現(xiàn)途徑并對影響選擇途徑的因素做出了分析和總結。本論文的主體部分就是結合理論基礎知識,探討了適合中國企業(yè)發(fā)展的品牌國際化實現(xiàn)途徑,并針對不同的實現(xiàn)途徑研究各自的品牌資產價值所在,利用不同的衡量標準對選取的實例企業(yè)的品牌國際化程度做出衡量。最后,對本論文研究做出總結。在本章中總結了本文研究的主要研究成果,指出了本論文的研究不足,希望本論文對于中國企業(yè)品牌國際化實現(xiàn)途徑的探討對企業(yè)在參與國際競爭時能夠給出一定的啟示。
[Abstract]:The trend of brand internationalization is the inevitable trend of the current international market competition, and the strength of national competition lies in the number of internationalized brands owned by the country to a certain extent. With the development of science and technology and the deepening of the process of world economic integration, the competition between enterprises has expanded to internationalization, facing the competitive environment and market of different countries and regions. The key to the success of Chinese enterprises lies in the promotion of brands and the recognition of brands by local consumers. Thomas Friedman's book the World is flat discusses the process of the world being flattened from a unique angle of view, and puts forward boldly that "the world is flat". From the perspective of world economic development, the world's enterprises face a plane of market, the international competition has become more intense. In this flat world, it has had a great impact on the existing business model, organizational model and enterprise development of enterprises. In the process of global economic development to internationalization, the competition of enterprises should be based on the local market. In the international competition market profit, the first choice sword is to build the enterprise brand, is the brand to the international road. In view of this important development direction, this paper continues to explore the ways to realize the internationalization of Chinese enterprise brand on the basis of the previous research results and research. Starting from the current research situation at home and abroad, this paper first discusses the theoretical basis of brand internationalization, including the basic concept, classification, basic characteristics and connotation, methods and approaches of brand internationalization, as well as the measurement of the degree of brand internationalization. Secondly, this paper makes a detailed analysis of the factors that affect the internationalization of brands, which are divided into general factors and core factors. This paper focuses on the core influencing factors-brand equity to do a detailed discussion. Thirdly, the paper discusses the realization of Chinese brand internationalization and analyzes and summarizes the factors that influence the choice of brand internationalization. The main part of this paper is to combine the basic knowledge of theory, to explore the way to realize brand internationalization suitable for the development of Chinese enterprises, and to study the value of their own brand equity according to different ways of realization. Use different measurement standards to measure the degree of brand internationalization of selected enterprises. Finally, this paper makes a summary of the research. In this chapter, the author summarizes the main research results of this paper, points out the lack of research in this paper, and hopes that this paper can give some enlightenment to Chinese enterprises in participating in international competition.
【學位授予單位】：大連海事大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2

【引證文獻】

相關碩士學位論文 前1條

1 于翠云;李寧公司品牌國際化戰(zhàn)略研究[D];福建師范大學;2012年

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本文編號：2077624