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- 저자 : 오자모 (검색결과 1 건)
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오자모 강남대학교 일반대학원 2022 국내석사
In early 2013, China surpassed the United States to become the world's largest trader in goods. In stark contrast, at that time, China's export enterprises were relatively weak in their own brand building, and their own brand exports accounted for a relatively low proportion of the country's total exports, and there were very few brands with world-renowned brands. In recent years, the global economic development has slowed down. China is committed to promoting the construction of a new type of international relations, building a community with a shared future for mankind, actively promoting economic globalization, and pioneering the "Belt and Road" initiative. At the same time, Chinese export enterprises have also carried out innovation and upgrading, and strived to build their own brands, following the country's keynote of improving quality and efficiency. As the capital of China, Beijing is one of the most active regions in foreign trade. However, the internationalization of corporate brands is only roughly similar to the overall level of the country. "Beijing's 12th Five-Year Plan for Foreign Economic and Trade Development Plan" clearly states that: in order to promote the transformation and upgrading of foreign trade, the brand strategy will be implemented, the international competitiveness will be enhanced, the products of independent brands will be cultivated, and a group of products with independent intellectual property rights and independent brands, international Competitive advantage company. Based on the above background, this research takes the brand internationalization marketing of Chinese listed companies as the starting point. By combing and analyzing the existing research at home and abroad, and comprehensively using a variety of research methods, this research proposes a research model related to brand internationalization, in order to clarify the brand internationalization of Chinese listed companies. (including the growth mode and strategic choice of brand internationalization), and choose Xiaomi Technology Co., Ltd. (hereinafter referred to as "Xiaomi Company") and Beiqi Foton Motor Co., Ltd. (hereinafter referred to as "Foton Motor") as In-depth analysis and research of the case are carried out to further explore the development practice of the internationalization of corporate brands in my country, and finally put forward optimization countermeasures and policy suggestions for the internationalization of corporate brands.
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