摘 要
本文围绕企业品牌国际化展开研究，首先概述了品牌国际化的定义、特点及其与本土化的关系。随后，探讨了品牌国际化对企业发展的重要意义，包括提升品牌知名度、增强企业抗风险能力以及促进资源优化配置等方面。文章进一步分析了企业在推进品牌国际化进程中面临的主要问题，如品牌差异化不足、品牌附加值低、营销手段单一以及国际贸易保护主义兴起等挑战。针对这些问题，本文提出了提升企业品牌国际化能力的策略，包括创新产品设计、增加服务附加值、制定多元化营销手段以及加强本地化运营等。通过深入研究品牌国际化的各个方面，本文旨在为企业提供科学的理论指导和实践参考，助力企业在全球市场中实现品牌的差异化竞争和可持续发展，进而提升企业的全球竞争力和市场份额。
关键词：品牌国际化;文化障碍;市场定位
Abstract
This paper focuses on the internationalization of enterprise brand, first summarizing the definition, characteristics and relationship with localization of brand internationalization. Subsequently, it discusses the significance of brand internationalization to the development of enterprises, including enhancing brand awareness, enhancing their ability to resist risks and promoting the optimal allocation of resources. This paper further analyzes the main problems faced by enterprises in the process of promoting brand internationalization, such as the lack of brand differentiation, low brand added value, single marketing means and the rise of international trade protectionism and other challenges. In view of these problems, this paper puts forward the strategies to enhance the internationalization ability of enterprise brand, including innovating product design, increasing the added value of service, developing diversified marketing means and strengthening localized operation. Through in-depth study of all aspects of brand internationalization, this paper aims to provide scientific theoretical guidance and practical reference for enterprises, help enterprises to achieve differentiated brand competition and sustainable development in the global market, and then improve the global competitiveness and market share of enterprises.
Keywords：Brand internationalization; cultural barriers; market positioning
目 录
引 言 1
第一章 品牌国际化相关概述 2
1.1 品牌国际化的定义 2
1.2 品牌国际化的特点 2
1.3 品牌国际化与本土化的关系 3
第二章 品牌国际化对企业发展的意义 4
2.1 提升品牌知名度 4
2.2 增强企业抗风险能力 4
2.3 促进资源优化配置 5
第三章 企业品牌国际化进程中面临的主要问题 6
3.1 品牌差异化不足 6
3.2 品牌附加值低 6
3.3 营销手段单一 7
3.4 国际贸易保护主义兴起 7
第四章 提升企业品牌国际化能力的策略 9
4.1 创新产品设计 9
4.2 增加服务附加值 10
4.3 制定多元化营销手段 10
4.4 加强本地化运营 11
结 论 12
参考文献 13
致 谢 14
