Research On Brand Internationalization Development Of Chinese Enterprise

The brand internationalization is the product of the huge international economy. Since it has entered the 21st century, the economical globalization speeds up and the world economy displays the characters of market internationalization, enterprise transnational, capital multi-countries and competition superheating and the brand internationalization turns into an important developmental strategy for an enterprise and even a nation. Many multinational corporations one after another from various countries went out a path from the output of technology to the export of capital, finally to brand output in the international market. The quantity of brands, especially international brands, is an important symbol of synthesis economic potentials of a country or an area.In the present complex changeable international market, the mainly competitive advantages of Chinese enterprises are the cost superiority and the product superiority, however the brand superiority is awful. Our international brands are so few, that the Chinese products degenerate into the pronoun of the low-grade product and Chinese enterprise faces the more and more overseas intellectual property rights and encounters more and more dumping indictments and investigations. Therefore, during the process of China implementing "goes out" the important strategy, developing international brands of high quality image becomes one of the most urgent strategic questions for Chinese enterprises and government. Because of this, Chinese government in 2005 proposed the independent innovation strategy, taking the development of independent innovation technology and the innate brand as the most important plan in all eleventh-five plan.But during the process of brand internationalization, Chinese enterprises also have many problems in a whole, such as the brand strategy flaw, unclear understanding regarding the importance and the urgent of brand internationalization development, insufficiency to grasp the development strategic pattern and the concrete method of brand internationalization. As emerging hot research, fundamental research to brand internationalization is far from deepening and systematization. The majority research theory is on the elaboration from some aspect, system research to brand internationalization development of Chinese enterprise is few, Chinese history of brand internationalization development is also short, therefore, there is very big exploration space in both practices and theory regarding brand internationalization develop of Chinese enterprise.The goal of the paper is lying in providing the preliminary systemic theory reference for enhancing brand competitive power of Chinese enterprise in the international market through researches on the brand internationalization development. This paper takes the...