摘 要
在全球化不断深化的背景下，本土品牌面临日益激烈的国际市场竞争，如何通过有效的国际化战略实现品牌价值提升和市场拓展成为亟待解决的重要课题。本研究旨在探讨全球化背景下本土品牌的国际化战略路径及其影响因素，以期为相关企业提供理论指导与实践参考。研究采用定性与定量相结合的方法，通过文献分析、案例研究以及问卷调查等方式，系统梳理了本土品牌在国际化进程中面临的机遇与挑战，并构建了基于资源能力视角的国际化战略框架。研究结果表明，本土品牌在实施国际化战略时需注重核心竞争力的培育，包括技术创新、文化适应性以及品牌定位等关键要素；同时，不同市场环境下的策略调整对品牌成功进入国际市场具有显著作用。此外，研究发现数字化转型为本土品牌提供了新的发展机遇，尤其是在跨境电商和社交媒体营销领域。本研究的创新点在于将全球化背景下的文化差异与技术变革纳入分析框架，提出了动态适应性的国际化战略模型，弥补了现有研究中关于新兴市场品牌国际化路径的不足。研究成果不仅丰富了品牌国际化理论，还为本土企业制定具体战略提供了实证支持，具有重要的学术价值和实践意义。
关键词：本土品牌；国际化战略；核心竞争力；数字化转型；文化适应性
Abstract
In the context of deepening globalization, domestic brands are facing increasingly fierce international market competition, and how to enhance brand value and expand markets through effective internationalization strategies has become an urgent issue to address. This study aims to explore the internationalization strategy paths and influencing factors of domestic brands under globalization, providing theoretical guidance and practical references for relevant enterprises. By employing a combination of qualitative and quantitative methods, including literature analysis, case studies, and questionnaire surveys, this research systematically examines the opportunities and challenges encountered by domestic brands during their internationalization process and constructs an internationalization strategy fr amework based on the resource-capability perspective. The results indicate that domestic brands should focus on nurturing core competencies, such as technological innovation, cultural adaptability, and brand positioning, when implementing internationalization strategies. Moreover, strategic adjustments according to different market environments play a significant role in successfully entering international markets. Additionally, it is found that digital transformation offers new development opportunities for domestic brands, particularly in the areas of cross-border e-commerce and social media marketing. The innovation of this study lies in incorporating cultural differences and technological changes under globalization into the analytical fr amework, proposing a dynamically adaptive internationalization strategy model that addresses the gaps in existing research regarding the internationalization paths of emerging market brands. The research not only enriches the theory of brand internationalization but also provides empirical support for domestic enterprises in formulating specific strategies, demonstrating important academic and practical significance.
Keywords: Local Brand; Internationalization Strategy; Core Competitiveness; Digital Transformation; Cultural Adaptability
目 录
1绪论 1
1.1全球化与本土品牌国际化背景分析 1
1.2研究意义 1
1.3国内外研究现状 1
1.4本文研究方法与技术路线 2
2全球化对本土品牌的影响分析 2
2.1全球化趋势对本土品牌发展的机遇 2
2.2全球化带来的挑战及应对策略 3
2.3本土品牌在全球市场中的定位分析 3
2.4文化差异对本土品牌国际化的影响 4
2.5案例分析：成功应对全球化的本土品牌 4
3本土品牌国际化的核心战略要素 5
3.1品牌价值塑造与传播策略 5
3.2跨文化营销与消费者行为研究 5
3.3国际市场竞争中的差异化战略 6
3.4供应链管理与全球化运营能力提升 6
3.5技术创新对品牌国际化的推动作用 7
4本土品牌国际化实施路径与案例研究 7
4.1国际化战略的制定与执行框架 7
4.2不同市场进入模式的选择与评估 8
4.3品牌国际化过程中的风险管理 8
4.4成功案例分析：本土品牌走向全球的经验总结 9
4.5失败案例反思：本土品牌国际化中的常见问题 9
结论 10
参考文献 11
致 谢 12
