中国企业品牌国际化的路径选择  

Path Selection of Chinese Enterprise Globalbranding

作　　者：孙晓强[1] 苏勇[1] 

机构地区：[1]复旦大学管理学院

出　　处：《经济管理》2007年第1期6-10,共5页Business and Management Journal ( BMJ )

基　　金：上海市哲学社会科学规划项目"中国企业品牌国际化战略"(2005BJB004)的阶段成果。

摘　　要：本文从市场进入和品牌成长两个方面探讨了我国企业品牌国际化的路径。市场进入路径包括从不发达国家到发达国家、从发达国家到不发达国家、中间路线和其他路线;品牌成长路径包括发展自有品牌、OEM-ODM-OBM、收购国外品牌。本文讨论了不同路径选择的制约因素,并对有利和不利因素进行了比较。This article discusses the paths of Chinese enterprise globalbranding based on market entry and brand development. This article thinks that market entry path includes the path from developing country to developed country, the path from developed country to developing country, in-between path and other paths. Brand development path includes developing independent brand, OEM-ODM-OBM, taking over foreign brand. This article also discusses the restrictive factors to different paths selection. At last, this article compares advantaged and disadvantaged factors of different paths.

关 键 词：中国企业 品牌 国际化 路径 

分 类 号：F062.9[经济管理—政治经济学]