Research On Brand Internationalization Strategy Of Huawei Enterprise

Under the background of global economic integration and rapid development of information technology,one of the necessary conditions for the survival and development of Chinese enterprises is to be able to integrate into the international market.If Chinese enterprises want to realize the maximization of enterprise value,they must follow the example of excellent multinational enterprises and learn to optimize the allocation of resources worldwide.The internationalization of enterprise brands is an important part of the process of enterprises implementing the "going out" strategy,and it is also an essential factor for enterprises to expand their economic scale.The four aspects of research and development capability,production line,circulation and brand communication can reflect the scale economy of the enterprise,and the primary factor occupying a monopoly position in the international market is the international reputation and influence of the enterprise brand.Studying the internationalization strategy of enterprise brands is of great significance to the international development of China's electronic communication industry and the competitiveness of Chinese brands.Firstly,this paper adopts literature survey method and case analysis method to carry out research.Through combing the literature related to brand,brand strategy,and brand internationalization strategy,this paper determines the main idea of this article,and the status quo and existing of Chinese corporate brand internationalization strategy.The analysis of the problem will pave the way for the full development of the paper.Secondly,SWOT analysis was used to analyze Huawei ' s brand internationalization strategy from four levels,further analyze the internal and external environment affecting Huawei's brand internationalization strategy,and clarify the opportunities and challenges facing Huawei's brand internationalization.Thirdly,an analysis of Haier,which has successfully implemented the brand's internationalization strategy in China,puts forward that Huawei can learn from Haier's excellent experience in the process of brand internationalization.Based on the above analysis,we will further elaborate the implementation process of Huawei ' s brand internationalization strategy.Finally,this paper summarizes the conclusions of Huawei's brand internationalization strategy and its implications.Huawei investment holding co.ltd.(here in referred to as "Huawei")is one of the large multinational enterprises in our country,and it is also an outstanding representative of the communication manufacturing industry in our country to the world.Therefore,Huawei's brand internationalization strategy is also an example for all walks of life.Scholars in the academic circle are studying Huawei's strategy more and more deeply,and all want to explore the secret of successful implementation of Huawei's brand internationalization strategy,which has practical guiding significance for other enterprises in our country that still stay in the domestic market.Under the guidance of Huawei's brand internationalization strategy,independent innovation is the foundation for China ' s scientific and technological private enterprises to successfully move to the international market.At the same time,high-quality human capital is the support and the internationalization of the management system is the guarantee.At this stage,China is in a critical period of reform,a period of transformation between old and new momentum,and a period of double innovation.During this period,scientific and technological enterprises seize the right opportunity to meet the challenges when they are in hiding.Huawei is the model of the times for domestic private enterprises to internationalize their brands,and analysis of its strategy is beneficial to the internationalization of these enterprises' brands.