国际经济与贸易专业毕业论文--温州鞋业品牌国际化路径分析.docVIP

摘 要 20世纪90年代开始，经济全球化步伐加快，世界经济呈现出市场国际化、企业跨国化、资本多国化和竞争白热化的形势，企业的国际化发展成为热点，品牌国际化作为企业国际化发展的重点，正受到越来越多温州制鞋企业的关注。本文先采用简单的数据分析法对温州鞋业国际化经营现状进行分析，然后采用归纳分析法对温州鞋业品牌国际化路径进行分析，包括自主品牌出口、投资建立海外品牌营销窗口和借“壳”上市等，再采用比较分析法将其与国内其他地区、国际知名鞋业品牌国际化路径进行比较。最后本文结合上述分析指出现阶段温州鞋业在品牌国际化过程中面临的自身和外部问题，并提出了一些建议。 关键词：ABSTRACT With the accelerating of economic globalization, the world economy market internationalization, enterprise transnational, capital multinational and intensified competition emerge around the world since 1990s. As a result, the international development of enterprises becomes a focus. And brand internationalization, as a key point of the development of enterprises is receiving more and more attention from Wenzhou shoe enterprises. This paper firstly analyses international operation status of Wenzhou shoe industry by the methods of simple data analysis. Secondly, by the method of inductive analysis, it summarizes the patterns of brand internationalization, including OBM, overseas investment and MA. Thirdly, it compares the brand internationalization patterns of Wenzhou shoe industry with other districts, both domestic and overseas. Then, through the above analysis, this paper points out internal and external problems Wenzhou shoe industry meets during the process of brand internationalization, and finally comes up with some corresponding recommendations. Key Words: shoes industry, brand internationalization, pattern 目 录 摘要………………………………………………………………………………………Ⅰ Abstract …………………………………………………………………………………Ⅱ 引言 ………………………………………………………………………………………1 一、……………………………………………………………………………1 二、…………………………………………………………2 （一）……………………………………………………………2 （二）………………………………………………………5 三、 ……………………………………………………5 （）…………………………………………………………………5 （）…………………………………………………6 （）…………………………………………………………………7 四、……………………………8 （一）…………………………………8 （二……………………………8 五、……………………………………………9 （）……………………………………………………… 10 （）…………………………………………………………… 11 六、…………………………………………………13 （一）……………………………………………………… 13 （）………………………………………………… 13 （）……………………………………………………… 14