International Model Of The Chinese Brand

Since Reform and Opening Up, China has initiatively chosen to integrate with world economy gradually, co-operating actively with different countries on economic topics. China has kept high speed economy growth due to it adopted suitable political and economic development model. Since 21st century, world economy integrates faster, therefore, competition become more and more fierce. Companies, especially MNCs play an important role in the world competition. Currently, most companies focus on the brand competition in the international market, replacing previous products competition.Under those circumstances, Chinese companies concentrate on the international development. Chinese products hold the domination position in the world. However, due to does not have the well-known brand, Chinese products are not only at the lower end on the international market value chain, but also often faced anti-dumping investigations. In order to change the image of China as a'manufacturing country'to'brand country', the report of 17th NPC pointed out that it is needed to cultivate certain Chinese MNCs and international famous brands. Due to lack of experience and brand internationalization model theory, a lot of Chinese companies were defeated on the process of brand internationalization, wasting companies'insufficient resources on decision mistakes.This dissertation focuses on the research of brand internationalization. It shows how to improve the Chinese companies'brand competitiveness on international market and establish brand internationalization model theory by effectively using companies'limited resources. This dissertation can be especially referenced by Chinese companies with international ambitions. Will have the representative typical enterprise brand internationalization case of our country, depends on two types theory of the enter market theory, according to"advanced gradually"and"jumps"two kind of patterns to classify and study, has analyzed enterprise internationalization pattern of Glanz, Haier, Lenovo and so on,analyze their different enlightenment, the rule and the characteristic, discussed it to be suitable the condition generally. Then, further studies the new pattern of brand internationalization—"inborn international brand"It points out the brand internationalization not only two kind of mode to be possible to follow,the new pattern is the existence. And it is feasible and proved by our enterprise. Finally from similar degree's of the market that enterprises locate and the enterprise market competitiveness, launches the multi-dimension research. Utilizes method which unify quantitative analysis and qualitative analysis, established a model to use in measuring"the enterprise brand internationalization choice pattern",and elaborated the model's application strategy and the fundamental factor that is advantageous for the operation.