我国企业的品牌国际化战略  

Global Branding Strategy of China's Enterprises

作　　者：孙玉宁[1] 

机构地区：[1]北京联合大学生物化学工程学院,北京100023

出　　处：《科技情报开发与经济》2009年第2期130-132,共3页Sci-Tech Information Development & Economy

摘　　要：随着经济全球化进程的加速以及国内市场竞争的加剧,实施品牌国际化战略已成为企业赢得市场竞争优势的必由之路。阐述了品牌国际化的内涵,分析了我国企业实施品牌国际化战略的重要意义,探讨了我国企业在品牌国际化进程中存在的主要问题及原因,提出了我国企业实施品牌国际化战略的建议。Along with the acceleration of the globalization of world economy and the aggravation of domestic market competition, it is necessary for China＇s enterprises to implement the global branding strategy for gaining obvious market competitive advantages. This paper expounds the connotations of the global branding, analyzes the important significance of implementing the global branding strategy by Chinese enterprises, discusses the problems in the process of the global branding of Chinese enterprises and the reasons, and puts forward some suggestions on implementing the global branding strategy by Chinese enterprises.

关 键 词：企业品牌 品牌国际化战略 竞争优势 

分 类 号：F270[经济管理—企业管理]