品牌遗产与文化遗产视角下的国产品牌国际化新路径  

New Way for Brand Internationalization of China's Domestic Brands In View of Brand Heritage and National Cultural Heritage

作　　者：马向阳[1] 叶伊篱 白寅[1] 

机构地区：[1]天津大学管理与经济学部,天津300072

出　　处：《天津大学学报（社会科学版）》2016年第5期406-411,共6页Journal of Tianjin University：Social Sciences

基　　金：国家自然科学基金资助项目(71272149);教育部人文社科基金资助项目(11YJA630076)

摘　　要：引入品牌遗产和国家文化遗产的概念,并构建品牌遗产和国家文化遗产的维度及测量方法。基于品牌遗产和目标国家文化遗产强弱,针对我国寻求国际化发展的国有品牌,提出国产品牌在目标国家发展的四种策略选择:信服策略、匹配策略、开发策略、同化策略。并以狗不理包子和小米的品牌国际化为例,提出品牌遗产视角下我国国产品牌国际化的新路径。This paper introduces the concepts of brand heritage and national cultural heritage based on the previous research.It suggests that brand heritage is a mixture of the history as well as the consistency and continuity of core values,product brands and visual symbols. A countryJ s cultural heritage could be measured by homogeneity and endurance. Bytaking Go Believe and MI as examples, based on the level of strength of brand heritage and cultural heritage of the targetcountry, it proposes four brand strategies to be chosen, which is the new way for brand internationalization of ChinaJ s DomesticBrands- Convincing Strategy, Matching Strategy, Developing Strategy and Assimilating Strategy.

关 键 词：国产品牌 品牌国际化 品牌遗产 国家文化遗产 

分 类 号：C959[社会学—民族学]