企业经营中的品牌国际化战略思考--以九阳小家电为例.doc

摘要:经济全球化的加剧使得国内市场逐渐被国际品牌抢滩，面对这种挑战，国内企业必须把握时机实施品牌国际化战略，走向国际市场。

　　　本文将基于企业品牌国际化战略的理论为九阳股份有限公司(以下简称九阳)的品牌国际化发展战略提出建议。笔者首先充分了解九阳的品牌发展状况，为分析其发展过程中的优劣势作铺垫。然后运用SWOT分析法为九阳的品牌国际化发展战略的选择献计献策。其次，借鉴海尔、索尼等跨国企业的品牌战略为九阳提供参考。再次，分析了九阳实施品牌国际化的利弊。最后，综合性地为九阳品牌国际化发展提出建议。对本课题的研究旨在帮助企业明确自身优势与缺陷，了解实施品牌国际化的战略选择，从而为企业实施“走出去”战略做好准备。

关键词 品牌国际化；九阳；利弊分析；SWOT分析

Abstract:Economic globalization makes the domestic market gradually occupied by  international brands. In the face of such challenges, domestic enterprises must grasp the opportunity to carry out the strategy of brand internationalization towards the international market.

　　　This paper basing on the theory of enterprise brand internationalization strategy suggests Joyoung ways to implement the strategy. The author first fully understand the development status of sun, for the analysis of foreshadowing the advantages and disadvantages in the process of its development. And then draw lessons from transnational companies such as haier, SONY brand strategy to provide a reference for Joyoung. Then, according to the conditions needed for enterprise brand internationalization, the author analyzes advantages and problems of Joyoung.Through SWOT analysis for Joyoung’s brand internationalization ,the author can give some advices to Joyoung. Finally, according to the analysis above,suggestions for Joyoung brand internationalization will be given. This research aims to help enterprises to clear their own advantages and defects, understand all kinds of qualifications required for brand internationalization, to realize the preparations of going out for the enterprise to make.

Keywords Brand Internationalization  Joyoung Advantages And Disadvantages  SWOT Analysis