高质量“走出去”的中国品牌名录和新锐出海品牌典型案例  

Directory of Leading Chinese International Brands and Two Sample Cases Analysis

作　　者：施卓敏[1] 李璐 张湘昀 SHI Zhuomin;LI Lu;ZHANG Xiangyun

机构地区：[1]中山大学管理学院,广东广州510275

出　　处：《商业经济》2023年第1期87-95,共9页Business & Economy

基　　金：国家自然科学基金面上项目:逆全球化下中国品牌原产国效应的差异化形成机制和应对策略研究(72072186)。

摘　　要：一些中国出海品牌以颠覆式创新实现高质量“走出去”,其宝贵的出海经验值得探究和借鉴。为尽可能全面地呈现高质量“走出去”的中国品牌,本文通过全面检索和搜集2018-2020年在国内证交所上市公司、新闻资讯和知名榜单三大信息源曝光的中国出海品牌,梳理出基于行业分类的中国出海品牌名录,并提供了两个出海品牌作为案例,这两个品牌通过应用先进技术构筑竞争优势、通过发展新业态和新模式在海外市场取得优秀业绩。本文所提供的中国出海品牌名录及其权威数据源和检索路径,为中国品牌国际化研究和实践工作提供了工具书式的参考。By offering high-quality products or with subversive marketing innovation characteristics, some Chinese brands have already entered the global market successfully. Their valuable international operation experience is worth exploring and learning to bothacademia and industry. This paper aims to present a directory of competitive "going global" Chinese brands. Three typical databases, which are Chinese Stock Exchanges, news reports, and reputable brandlists from 2018 to 2020, are employed as information sources to screen out the raw directory of Chinese brands going abroad. The complete directory is sorted out in terms of industry category. Moreover, two representative Chinese emerging brands are introduced in this paper as examples.Due to the advanced technologies, these two brands have achieved excellent performance in overseas markets, have built competitive advantages, and have developed new business models. This paper can provide a reference for the research and practice of Chinese brand internationalization, including the list of Chinese international brands, the authoritative data source, and the information searching methods.

关 键 词：国际贸易 “走出去” 中国出海品牌 SHEIN 出门问问Mobvoi 

分 类 号：F740[经济管理—国际贸易]