本文關(guān)鍵詞： 中小外貿(mào)企業(yè) 品牌國際化 策略　出處：《鄭州大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著經(jīng)濟(jì)全球化的發(fā)展和國際貿(mào)易的開展,企業(yè)間的競爭越來越激烈,如今企業(yè)間的競爭已經(jīng)不再是產(chǎn)品競爭,而是品牌的競爭。無品牌已經(jīng)成為過去,如何創(chuàng)建自己的品牌并推向國際,提高產(chǎn)品附加值,提升企業(yè)形象,增強(qiáng)國際競爭力,是我國中小外貿(mào)企業(yè)需要迫切考慮的問題。目前我國中小型外貿(mào)企業(yè)品牌建設(shè)的滯后一直制約著企業(yè)的發(fā)展,要解除其發(fā)展過程中的障礙就必須深入了解當(dāng)前困擾中小型外貿(mào)企業(yè)品牌建設(shè)的深層問題。本文研究以企業(yè)品牌國際化策略為核心,結(jié)合了實證研究對象萬力公司的品牌國際化策略情況,說明了我國中小企業(yè)在品牌國際化策略方面存在的部分問題,并提出了相應(yīng)的策略和對策。本文主要為六個部分,第一部分表明了本文的研究意義與方法、研究思路與主要內(nèi)容。第二部分介紹了公司概況、公司品牌現(xiàn)狀和品牌內(nèi)外部環(huán)境。第三部分著重講述了萬力公司品牌國際化過程面臨的問題。第四部分提出了品牌國際化的策略。第五部分提出了品牌國際化策略的保障措施。第六部分則是就上述內(nèi)容進(jìn)行總結(jié)、歸納。
[Abstract]:With the development of economic globalization and the development of international trade, the competition among enterprises is becoming more and more intense. Nowadays, the competition among enterprises is no longer the competition of products, but the competition of brands. How to create their own brand and push to the international market, improve the added value of products, enhance the image of the enterprise, enhance the international competitiveness, It is an urgent problem for the small and medium-sized foreign trade enterprises of our country to consider. At present, the lag in the brand construction of the small and medium-sized foreign trade enterprises in our country has been restricting the development of the enterprises. In order to remove the obstacles in the process of development, we must deeply understand the deep problems that currently beset the brand construction of small and medium-sized foreign trade enterprises. Combined with the empirical research object of Wanli Company's brand internationalization strategy, this paper explains some problems existing in the brand internationalization strategy of small and medium-sized enterprises in China, and puts forward the corresponding strategies and countermeasures. This paper mainly consists of six parts. The first part shows the significance and method of the research, the research ideas and main contents. The second part introduces the general situation of the company. The third part focuses on the problems in the process of brand internationalization of Wanli Company. Part 4th puts forward the strategy of brand internationalization. Part 5th puts forward the strategy of brand internationalization. Part 6th is a summary of the above. Induction.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F752;F273.2

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