摘 要
随着经济全球化进程的加速，企业国际化成为必然趋势，品牌国际化作为其中关键环节，对提升企业国际竞争力具有重要意义。本研究旨在探讨企业国际化进程中品牌国际化面临的问题并提出相应对策，基于文献研究与案例分析相结合的方法，选取不同行业具有代表性的国际化企业为样本，深入剖析其在品牌定位、品牌传播、品牌管理等方面存在的问题，如品牌定位模糊导致目标市场不明确，品牌传播缺乏针对性致使文化差异难以逾越，品牌管理机制不健全影响品牌形象塑造等。研究发现，成功实现品牌国际化的共性在于准确把握目标市场需求，构建多元文化传播体系，完善品牌管理机制。创新之处在于从跨文化视角出发，强调本土化与全球化的融合，为企业提供更具操作性的建议，即注重前期市场调研以精准定位，根据不同地区文化特点制定差异化传播策略，建立适应国际化发展的品牌管理体系，从而助力企业在国际化进程中打造具有全球影响力的品牌。
关键词：品牌国际化 企业国际化 跨文化传播
Abstract
With the acceleration of economic globalization, internationalization of enterprises has become an inevitable trend, and brand internationalization, as a critical component, plays a significant role in enhancing corporate international competitiveness. This study aims to explore the challenges faced by enterprises in the process of brand internationalization and propose corresponding strategies. By integrating literature review and case analysis, this research selects representative internationalized enterprises from various industries as samples to thoroughly examine issues in brand positioning, brand communication, and brand management. Problems identified include unclear brand positioning leading to ambiguous target markets, lack of targeted brand communication making it difficult to bridge cultural differences, and inadequate brand management mechanisms impacting brand image formation. The findings reveal that successful brand internationalization hinges on accurately grasping target market demands, establishing a diversified cultural communication system, and refining brand management mechanisms. The innovation of this study lies in its cross-cultural perspective, emphasizing the integration of localization and globalization, and providing more operational recommendations for enterprises. These suggestions include focusing on preliminary market research for precise positioning, developing differentiated communication strategies based on regional cultural characteristics, and establishing a brand management system adaptable to international development, thereby assisting enterprises in building globally influential brands during their internationalization process.
Keyword:Brand Internationalization Enterprise Internationalization Cross-cultural Communication
目 录
引言 1
1品牌国际化的重要性与挑战 1
1.1国际化对企业发展的影响 1
1.2品牌国际化的意义 2
1.3面临的主要挑战 2
2品牌国际化中的文化适应问题 3
2.1文化差异对品牌的影响 3
2.2跨文化传播策略 3
2.3文化融合与品牌定位 4
3品牌国际化中的市场进入策略 4
3.1目标市场的选择标准 4
3.2进入模式的选择 5
3.3市场进入的风险管理 5
4品牌国际化中的营销与传播策略 6
4.1国际品牌形象塑造 6
4.2营销渠道的整合 6
4.3传播效果评估与优化 7
结论 7
参考文献 9
致谢 10
