국제 브랜드의 지역화를 통한 중국 브랜드 디자인 연구 : The Internationalization of Chinese Domestic Brands in Comparison with the Localization of Global Brands : Focused on the case studies of Chinese petroleum companies

다국어 초록 (Multilingual Abstract)

s the smooth going of Open and Reform in China in the past 30 years, a great deal of well-known international brands tapped into Chinese market successfully. Some of them achieved great success with substantial profit, even more than that in its origin place, like renowned cellphone maker, Nokia. Surely there are also brands which faced different destiny, failed or be purchased, because they didn’t get acclimated with Chinese market, like another renowned cellphone Brand, Ericssion. As international brands tapped into Chinese market by the advantage of mature business mode, native Chinese brands are also growing up by their indigenous advantage and getting ready to compete with them in certain aspects. Some of them had made great progress in their globalization, like Haier, Lenovo and Tsingtao Beer. Foreign brands’ chinization and Chinese brands’ internationalization composed a fascinating duet in Chinese market. Both strategies rely on their comprehensive advantages featuring successful brands, successful chinization relies on appropriate localization strategy, like Coke Cola, P&G, while successful internationalization is the key factor for Chinese enterprises going global. Chinese entrepreneurs are not doing well in globalization of their brands, especially in the creation of their brands’ image. They tend to simplify brand operation, some brands’ image design couldn’t meet the needs of the international market, leading to gaps between brand distribution and target consumers. Chinization and internationalization is an important topic in marketing aspect, which includes various things. This essay focuses on one core factor of chinization and internationalization, and studies on how Chinese brands would successfully go global by researching the cases studies of foreign brands’ chinization. It would also study the issue of adaptability in brand image design from the point of brand strategy, and study what adaptations would be made in Chinese brands’ internationalization by researching the trend and laws in current brand design.

목차 (Table of Contents)

• 1. Brand Internationalization and Localization 1
• 1.1 The Definition of Brand Internationalization 1
• 1.2 The Definition of Brand Localization 2
• 1.3 The Relationships between Brand Internationalization and Localization 4
• 2. Internationalization Brands in China and Globalization of Chinese Domestic Brands 8
• 2.1 Global Brands in China8
• 2.2 Internationalization of Chinese Domestic Brands 10
• 2.3 Reflection on Internationalization of Chinese domestic brands 11
• 3. Study on Cases Studies through Successful Localization of Global Brands 15
• 3.1 Localization of Coca Cola Company 15
• 3.2 Inspirations from Coca Cola’s Successful Localization 21
• 4. How to Build the Global Brand Image 23
• 4.1 The New Design Trend of International Brands 23
• 4.2 The Design Disciplines of International Brands 32
• 4.3 The Design Procedures and Methods in the Building of International Brands 33
• 5. The Brand Image Evolution of Chinese Petroleum Chemical Enterprises in the Internationalization 38
• 5.1 Background of Brands Internalization of Chinese Petroleum Chemical Enterprises 38
• 5.2 The Problems of Chinese Petroleum Chemical Enterprises in Brand Internationalization 38
• 5.3 A case study of Sinopec 40
• 5.4 Brief Introduction of Sinopec Corp. 41
• 5.5 Brand Structure of Sinopec 42
• 5.6 Research and Analysis of Brand Platform of Sinopec 43
• 5.7 Sinopec’s Competitors’ Analysis 44
• 5.8 Research and Analysis of Brand Image of Sinopec 45
• 5.9 Repositioning of Internationalized Image of Sinopec 50
• 6. The Design of Basic Brand Elements in Creative Reform 65
• 6.1 Basic Parts of Visual Design 65
• 6.2 The Comparison of Brand Image Reform of Sinopec, Before and After 66
• 7. Conclusion 67
• Acknowledgements 69
• References 69