中国企业国际化经营中的品牌战略变迁路径

培育国际知名品牌是我国“走出去”战略的重要微观目标。但对于目前的大多数中国企业来说,自创国际知名品牌的做法并不现实。中国企业应根据自身资源状况和国际化的进程,灵活选择品牌战略,并适时对品牌战略做出调整。本文在对目前中国企业国际化经营中实行的品牌战略模式进行综述的基础上,提出了中国企业国际品牌战略变迁的三种路径,并对其中必须解决好的两方面问题进行了讨论,即如何处理所收购的本土品牌和如何选择品牌收购模式。

The Paths for the Change of Brand Strategy in Internationalization Operation of Chinese Enterprises

It is an important micro-objective of "Going Global" strategy for China to cultivate world famous brands. However, at present it is not realistic for most Chinese enterprises to establish independently their own famous brands. Chinese enterprises should select the brand strategy flexibly and adjust the brand strategy in proper time according to their resource situation and internationalization progress. This paper summarizes the brand strategies adopted by Chinese enterprises at present in internationalization operation. On that basis, it puts forward three paths for the change of China's international brand strategy. This paper further discusses the two problems necessary for proper solutions: how to handle the merged indigenous brands and how to choose the brand-merger patterns.