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Research on Corporate Brand Strategy of Internationalization

Author: DangYuanBo
Tutor: HuMei
School: Tianjin University of Technology
Course: Business management
Keywords: Brand internationalization Brand management Strategic management
CLC: F273.2
Type: Master's thesis
Year: 2010
Downloads: 194
Quote: 0
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Abstract


States frequent economic exchanges, to speed up the process of economic globalization, while international development for the brand provided a favorable environment. In recent years, the internationalization of the brand has become a critical business development strategy, therefore, more and more scholars began to concern the issue of international brands, have put forward various related theories. Some Chinese scholars accommodating development of the times, according to Chinese national conditions at the present stage and putting forward some of their own opinions and views provide a reference for some Chinese enterprises which are working to expand the international market businesses.This article summarizes the development in international brand names of the relevant theory past 20 years, from Chinese actual national conditions, and using the PEST analyses the external environment and competitive business advantages and disadvantages, on this basis to build up the brand internationalization strategy of Chinese enterprises system, proposed measures for the brand internationalization strategy. This article studied the theory is based on a concrete analysis of the use of SWOT method Lenovo brand internationalization strategy, and its future development were proposed. This theoretical research and empirical analysis will combine the completion of a relatively complete study of the paper.

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CLC: > Economic > Economic planning and management > Enterprise economy > Production management > Product Management
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