Old Chinese Brand Internationalization

The internationalization of enterprise's competition has become more and more obvious along with the speeding up of world economic globalization. Brand, as the core menthod of enterprise competition, it makes brand internationalization becomes the inevitable trend. The brand internationalization is not only the economic globalization product but also the key methods for enterprise to participate in the international market competition. Due to the importance of Chinese market in the international market, more and more international brands with long history keep coming to China, and most of them have solid brand advantage. Meanwhile, there has not been promising brand effect for Chinese time-honored brands due to many reasons up till now. Chinese time-honored brands are currently in the primary stage of brand internationalization and there are many problems to deal with, so they are at a disadvantage in the fierce international market competition. Therefore, it is imperative to study the internationalization of the Chinese time-honored brand to set up a global brand image.Many scholars had already done many researches on Chinese time-honored shops, but these researches are mainly concentrated to probe the declining reason and make suggestions for revitalization. There are really few articles about brand internationalization. This paper combines Chinese time-honored brand and brand internationalization theory from a new perspective. It carries on the necessity and the feasibility analysis to its brand internationalization, summarizes successful experience, analyses existing problems and makes valuable suggestions on the base of four classic brand internationalization case analyses. Hope this paper could provide a systematic way of thinking and make constructive suggestions for Chinese time-honored shops.On the basis of domestic and foreign research achievements, the writer interviewed with several scholars on Chinese time-honored brands to obtain valuable original materials. This paper starts from the basic concept, takes the situation analysis and solutions of brand internationalization as the core part, makes suggestions to its problems in the end. It systematically studies these issues with the methods of comparison, induction and deduction.