中国企业品牌国际化的创新研究【外文翻译】.doc

外文翻译 原文 Innovation Research on Brand Internationalization of Chinese Enterprises Material Source: The World Bank Author: Stand originally 1. Introduction Along with the further opening of China, international famous brands come into Chinese market in succession, while Chinese brands speed up upon entering international market. This marks the new age of brand competition, and also the age of co-existing opportunities and challenges of brand internationalization innovation development. Chinese brand innovation is restricted by factors of backward technology standard, weak core competency, poor management, shortage of international talents and so on, which are problems that must be solved in the process of creating international famous brands. 2. Impetus for Brand Internationalization Development （1）Brand is an important sign of enterprise economic strength. The market status of brand is determined by enterprises brand awareness, brand investment and brand accumulation. Developed countries create lots of world famous brands that are not only strong economic backbone but also symbols of economic power, which reflects the positive correlativity of economic power and brand position. Lack of international famous brands that relates to weak competency and leads to weak enterprise strength, it is the reason why many weak competitive enterprises have gone bankrupt under the impact of recent global financial crisis. （2）Under the economic globalization, brand internationalization is an important factor for an enterprise to realize scaled operation in production and circulation. From the aspect of supply, production overhead will decrease with the increase of output, and brand internationalization can bring about scaled operation in production and circulation through promoting product output and distribution. Meanwhile, unification in packing, advertisement, promotion and other marketing means can also bring down the marketing cost. （3）Brand development is good