台州企业品牌国际化发展战略研究介绍.pdfVIP

宁波理工学院 毕业论文（设计） 题 目 台州企业品牌国际化发展战略研究 姓 名 毛星星 学 号 3050611015 专业班级 05国际经济与贸易(1)班 指导教师 肖 文 分 院 经济与贸易分院 完成日期 2009 年6 月8 日 The Development Strategy of SME’s Brand internationalization in Taizhou Mao Xingxing 摘 要 品牌正以其无法阻挡的魅力深入到世界的每一个角落。拥有品牌，就等于拥 有优势，可以在市场竞争中处于领先地位。随着世界经济全球化的发展及中国加 入 WTO ，浙江省企业不得不面对国际知名品牌的直接竞争。特别是对于占总数 量 90% 以上的中小企业而言，由于资金、人才、市场、信息等各方面资源都无法 与大公司及跨国公司相抗衡，因而所面临的环境将更为严峻。 本文讨论了品牌的含义以及品牌国际化的概念，通过探讨台州企业品牌国际 化中存在的问题，指出今后台州企业在品牌国际化进程中可以实行的相关战略。 关键词 品牌国际化；台州企业；战略 Abstract Brand is going to every corner of the world. Having a famous brand means having the advantage compared with the other company. Also this means a leading position in the market competition. With the development of globalization of the world, and the entry of China into WTO, our every enterprise has to face direct competition with the famous brand in the world. Especially for small and medium enterprises that makes up 90% of total company, their situation will be more stern for lack of element of fund, talented man, market, information and so on. Therefore, to a SME, it is important to take a competition strategy in new economic environment. This article discussed the meaning of brands and brand internationalization. Then state the picture of the strategies that the brandinternationalization of Taizhou business enterprises to into practice and problem during the proce