推动杉杉集团品牌国际化策略研究毕业论文.docVIP

毕业论文 （20_ _届） 推动杉杉集团品牌国际化策略研究 摘 要 随着全球经济一体化趋势进一步加强,中国自从加入WTO后，国内的市场对外自由开放了，越来越多的外国企业进入中国。国内企业也开始向国际市场进军，像国外先进的跨国公司那样,在世界范围内进行资源的合理配置,以期达到企业利益的最大化。在企业国际化过程中必然会伴随着这些企业品牌的国际化,品牌国际化(Brand internationalization, International Branding)，又称为品牌的国际化经营。近年来品牌在人们心中的地位也越来越高了，现在品牌的竞争主要在服装和娱乐品牌的竞争。中国是服装生产大国，却是品牌小国，像杉杉，雅戈尔这样的企业，在国内有一定的知名度，但在国际市场上却还不行。 本文研究杉杉集团品牌国际化策略，分四部分来写，第一部分介绍了品牌国际化的概念，第二部分介绍杉杉集团品牌国际化现状，取得的成绩，杉杉集团走的是”多品牌、国际化”的发展战略打造国际化高级成衣品牌关键词：Abstract With the trend of global economic integration to further strengthen, China since joining the WTO, foreign and domestic market free and open, more and more foreign companies in China. Domestic companies also began to move into the international market, such as advanced foreign multinationals that, in the world scope carries on the reasonable allocation of resources, in order to achieve the maximization of the enterprises interests. In the enterprise internationalization process must be accompanied by the enterprise Brand of internationalization, internationalization, next internationalize (Branding), also known as International Brand of International operation. In recent years the brand in peoples hearts position more and more is also high, now brand competition mainly in the clothing and entertainment brand competition. China is garment production power, is small, like shanshan brand, youngor such enterprises in domestic has certain popularity, but in the international market has not yet. This paper studies the internationalization strategy Shanshan group brand, four parts to write, firstly introduces the concept of global branding, and then introduce Shanshan group internationalize present situation, the achievements, Shanshan group go is more brand, internationalization development strategy, ambition in internationalized ready-to-wear brand, and internationally is a certain amount of development. This paper analyzes Shanshan group internationalize the existing problems and measures should be. Mainly from Shanshan group existi