试析中国消费电子行业国际市场进入模式中品牌战略的选择

摘要

随着中国经济全球化进程的加快，国内企业纷纷开始探索国际化经营的道路。在他们积极地探寻国际市场进入模式的同时，因“原产地效应”和缺乏竞争力的技术含量，其品牌形象，品牌价值和品牌影响力始终是横亘在企业面前的一大障碍。本文以中国企业国际市场进入模式为背景，以中国消费电子行业的领军企业为案例，提出了中国企业国际化经营中实施的品牌战略，并就其品牌策略中急需解决和潜在的问题作进一步的探讨，最后提出：从自身资源状况和国际化进程的视角，本国同行业中哪一类企业适合走哪一种品牌创建模式，并就消费电子行业中部分企业实施的贴牌模式提出自己不同的看法。

目录

声明

摘要

1.Introduction

1.1.Overview on China's Outward FDI

1.2.Motivations of Chinese Consumer Electronics Companies' Going Global

2.Literature Review Global Brand Building

3.Branding Challenges

3.1.Internal Constraints

3.2.External Constraints

4.Strategic Choices in Brand Building versus International Market Entry Mode

5.Case Studies on Global Brand Building

5.1.Organic Growth:Haier Case and Independent Brand

5.1.1.Positioning of Branding Strategy and Niche Market Segment

5.1.2.Greenfield Investment:Localization and Customization

5.1.3.Prerequisites for Independent Brand Building

5.2.Joint Venture:TCL Case and Corporate Co-branding

5.2.1.Partner Evaluation and Selection

5.2.2.Corporate Brand versus Individual Brand Name

5.2.3.Corporate Co-branding:Why and How

5.2.4.Product Co-branding:Why not

5.3.Outright Acquisition:Lenovo Case and Brand Transition

5.3.1.Corporate Condition after Acquisition

5.3.2.Brand Transition Challenges and Practices

5.3.3.Integration Challenge

6.Comparative Analysis on Branding Strategic Choices

7.Conclusion

References