宁波企业的品牌国际化发展研究毕业论文.docVIP

毕业论文 （20_ _届） 宁波企业的品牌国际化发展研究 摘 要 随着科学技术的发展和国际经济一体化进程的深入，企业与企业之间的竞争同益激烈并且向国际化竞争发展，越来越多的企业将实施品牌国际化战略提上同程。企业之间的竞争将是品牌之间的竞争，拥有国际竞争力的品牌，是企业获得高利润的重要保证。许多国际知名品牌通过实施成功的品牌战略控制着国内和国际市场。随着我国加入WTO，我国企业的发展逐步融入到世界发展的潮流中，面临着与世界品牌同台竞争。在经济全球化的背景下，国内市场已经逐渐成为国际市场，要想在竞争中取胜，我国企业需要实施品牌国际化战略，建立国际品牌。 本文本文将从国际品牌的定位理论出发，从品牌的知名度和信誉、经济价值、市场全球化和品牌文化国际融合性角度，以宁波服装品牌为例，通过对世界服装市场和宁波服装企业的特点分析以及案例对比分析，得出宁波企业品牌国际化的目标市场选择和所应采取的方法：在充分发挥政府在企业品牌国际化建设中的作用的基础上，通过与跨国公司建立战略联盟、增强企业研发和创新能力以及对产品进行准确定位。 关键词：品牌；品牌国际化；核心竞争力 Abstract With the development of science and technology and with the deepening of the globalization，the competition between enterprises tends towards globalization，and more and more enterprises will implement the strategy of the international brands on the agenda．The competition between enterprises is brands competition．The possession of strong brands are the guarantee of winning market and gaining high profits．Many world—famous brand of clothing firmly control the international and domestic markets by brands strategy． With Chinas accession to the WTO,the development of the Chinas enterprises is gradually melting into the worlds developing tide，and facing to compete with the world—facing brand．To win in the competition，the Chinese enterprises are required the implementation of brand strategy of internationalization and establish an international brand．In this paper, Ningbo brand, for example, through the clothing on the world market and the characteristics of garment enterprises in Ningbo, Ningbo reached the goal of a brand of international market selection and the countermeasures to be taken:Basing on the operation of government at the construction of brand,building the strategic alliance and transnational corporations and enhance enterprises development and innovation capability and product positioning. Keywords: Brand; International of brand; Core competitiveness 目 录 1 绪论 1 1.1 研究背景 1 1.2 研究意义 1 2 品牌国际化概述 3 2.1 国际品牌的概念 3 2.1.1 国际品牌的定义 3 2.1.2 国际品牌的特征 3 2.2 品牌国际化策略研究 4 2.2.1 全球化的品牌定位 4 2