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The use of public relations in the internationalization of Chinese enterprises brand

Author: YangYunBo
Tutor: WuYouFu
School: Shanghai International Studies University
Course: Business management
Keywords: Brand International brand Public Relations
CLC: F273.2
Type: Master's thesis
Year: 2009
Downloads: 794
Quote: 1
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Abstract


The internationalization of the brand is the product of the backdrop of the globalization of the world economy. Since the beginning of the 21st century, the world economy is showing a trend of the international market, cross-border capital multinational and competitive incandescence, international brands into an important development strategy for a business or even a country. An enterprise has an international brand, showed both its economic strength and market position, but also reflects its sustainable development size of the force; whether a country has or how many international brands, an important symbol of both a measure of its level of economic development, but also reflects the country's comprehensive economic strength and comprehensive national strength. To promote the internationalization of Chinese brands, increase its international market to adapt to and influence, greatly enhance the brand value, intangible assets and the country's economic influence of a realistic choice. Corporate brand international than domestic brand building. Due to the national culture, political, social and economic structure differences between countries, compared to the domestic market brand building, the international market is more complex, business risk is greater, uncertainties, easy to form a cross-cultural conflict. However, public relations research in this area but want to be scarce. Therefore, the study of public relations in the brand internationalization of Chinese enterprises, Public Relations object to analyze the features and benefits of object orientation, in order to achieve \the media and public relations, public relations strategy in line with public expectations of the international community, to help Chinese enterprises in the process of internationalization of the brand detours. I chose this topic as the significance of the master's thesis. In this paper, the author first domestic and foreign research review, after summing up and learn from the results of previous studies based on the use of public relations theory, communication theory, intercultural communication theory, the theory of relationship management, through further innovation, established international brand public relations strategy and policy models. Under the guidance of the strategy and tactics model for the different stages of the internationalization of the brand, specific analysis of the public relations strategy, the form of case analysis of the success of Japan's Toyota brand public relations of the road, for the validation of the proposed public relations model. Through these analyzes, not only to make up for the lack of academic research in this field, expanding the range of applications of public relations, rich brand theory, better brand internationalization of Chinese enterprises to provide a practical reference.

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