| Brand internationalization is an inevitable trend under the background of global economic integration.Scholars around the world are paying more attention to this new concept.With the rapid growth of China’s economy,people’s living standard has been significantly improved.The huge change of consumption concept,make the products of cosmetics,which have not been taken seriously before,become an indispensable part of people’s life.The change of consumption concept has caused more Chinese domestic cosmetics enterprises to pay attention to the strategy of brand internationalization.Chinese cosmetics brand internationalization will produce a positives chain reaction.It not only can improve the Chinese cosmetic brand’s international reputation,but also can expand the new international markets.It will enhance the competitiveness of local brands in the domestic market.This paper adopts the method of combining theory with practice to study Chinese cosmetics brand internationalization pattern and its influence factors.First of all,based on the existing concept of brand,brand internationalization,the eclectic theory of international production,put forward that brand is a general concept concludes variety of elements,brand internationalization is a dynamic system of many elements.Secondly,combing the status of Chinese cosmetics brand,the domestic cosmetics market and foreign cosmetics market,found that Chinese cosmetics enterprises had weak brand awareness,poor strategic planning,backward marketing means,low technical level,few scientific research personnel,and outdated product standards.The high-end market is controlled by foreign brands;imports expensive finished products while exports cheap raw materials.Thirdly,according to these problems,this paper works through the theoretical research to find the Chinese cosmetics brand internationalization pattern and its influence factors,and taking empirical data to establish a regression model,uses the correlation analysis and regression analysis for further studies and finds out the four important factors of cosmetics brand internationalization,namely capital investment,marketing,research and development,sales growth rate.Based on years of experience working in Shanghai Jahwa,the author chooses Shanghai Jahwa this outstanding Chinese national enterprise as a case study,combines theoretical knowledge with practical experience,analyzes Shanghai Jahwa’s strategy in successfully entering the Hongkong market and the European market.Shanghai Jahwa has adopted the strategic alliance and overseas mergers and acquisition pattern,and analyzes the important role of capital investment,marketing,research and development,sales growth rate in Shanghai Jahwa’s brand internationalization process,hoping it will share the successful experience of Shanghai Jahwa’s brand internationalization to other local cosmetics enterprises.At last we draw that Chinese cosmetics brand internationalization pattern should not be confined to a single pattern,but can compound the coexistence of multiple patterns.The influence factors,capital investment,marketing,research and development,sales growth rate should be a balanced combination.At the end of the paper,the countermeasures and suggestions are put forward to solve the problems in the process of Chinese cosmetics brand internationalization. |
