品牌国际化战略之社会责任协同策略分析——以泉州安踏为例  

Research on Strategy of Social Responsibility Coordination under the Brand Internationalization of Chinese Enterprises——take Anta for example

作　　者：吴华明[1,2] 

机构地区：[1]泉州师范学院工商学院,福建泉州362000 [2]华侨大学工商管理学院,福建泉州362021

出　　处：《泉州师范学院学报》2014年第5期44-49,109,共7页Journal of Quanzhou Normal University

基　　金：福建省教育厅中青年教师项目(A类)(JAS14236);泉州市社会科学规划项目(2014D02)

摘　　要：从品牌国际化与品牌战略系统两个概念引申出品牌国际化战略系统的概念,基于全球企业社会责任实践导致品牌国际化战略生态发生变化的实际情况,认为品牌国际化战略系统中应引入企业社会责任这一重要要素,并以战略协同理论为依据、以促进品牌国际化战略系统的内外部协同为目标提出企业社会责任协同的策略。最后,以泉州安踏品牌国际化战略中的社会责任协同为例进行了分析。This paper develops a concept of brand internationalization strategic system from the concepts of brand internationalization and brand strategic system.Based on the global CSR practice which leads to the change of brand internationalization strategic ecology,the paper holds that CSR should become an important element of brand internationalization strategic system.According to the rationale of strategic synergy,the tactics of synergic CSR are put forward in order to promote the synergy of the brand internationalization strategic system.In the end,a case study on how CSR creates synergy of ANTA brand internationalization strategy is introduced.

关 键 词：品牌国际化 战略协同 企业社会责任 新泉州模式 安踏 

分 类 号：F207[经济管理—国民经济]