Research On The Internationalization Of China's Electronic Equipment Manufacturing Brands ——Take BOE As An Example

At present,the bottlenecks that limit the rapid development of China's manufacturing industry and its segmented industries are mainly large but not strong.There are fewer well-known leading companies in the international market.The electronic equipment manufacturing,as an important basic industry in the manufacturing industry,strengthens The issue of influence is imminent.This paper argues that,if we want to change the fact that China's electronic equipment manufacturing industry is large but not strong,in addition to strengthening our independent innovation capabilities,we should also focus on the development of brand internationalization,increase the international visibility of brands in the industry,and seize international market share.This article analyzes from the perspective of empirical and case studies.For empirical research,the relevant data of computer,communication and electronic equipment manufacturing companies in A-share listed companies from 2013 to 2018 are selected as research objects,and mixed effect models are used to explore the impact on the internationalization of related industrial brands Factors,as well as the main factors affecting the internationalization of corporate brands at different stages of the life cycle.In case analysis,BOE,the leading Chinese electronic equipment manufacturing industry,was selected as the research object to analyze its successful internationalization path,with a view to verifying the validity of the previous conclusions and make a contribution to accelerate the internationalization of China's electronic equipment manufacturing industry.First of all,this article makes a deeper analysis of related theories and models on the basis of references to relevant literature on brand internationalization.It mainly focuses on computer,communications,and other electronic equipment manufacturing listed companies as research objects.Analysis of the status of internationalization of enterprises and the factors that affect the internationalization of their brands.Secondly,the article summarizes the development path of BOE's successful internationalization,and uses it as a reference to make recommendations for the internationalization of China's electronic equipment manufacturing industry,and provides a relative significance for other companies in related industries to choose internationalization paths.Finally,on the basis of empirical research and case analysis,a series of suggestions are proposed from the two aspects of the country and the enterprise itself,with a view to providing assistance to the internationalization of China's electronics equipment manufacturing industry brand.After analyzing the shortcomings of this article,the future research directions are prospected.