摘要

品牌国际化战略是企业整体发展战略与竞争战略的重要组成部分, 未来的竞争是品牌的竞争，拥有市场比拥有工厂重要的多，而拥有市场的唯一途径是拥有占主导地位的品牌。随着科学技术的发展和国际经济一体化进程的不断深入，企业与企业之间的竞争迅速趋于国际化。面对这样的竞争环境，取胜的关键是品牌。中国经济自实行改革开放政策以来,经济取得了巨大的发展,与世界各国的经济联系越来越紧密,尤其是中国加入WTO 以后,这种趋势将更加明显,越来越多的中国企业踏上了国际化的道路。海尔集团是中国企业“走出去”的典范。本文对海尔集团品牌国际推广的历程和特点进行了归纳,结合海尔集团内外环境的分析,对海尔集团品牌国际推广的战略目标进行了总结,并以海尔集团为例,就中国企业品牌国际推广的相关问题提出了若干对策和建议。

关键字：海尔，品牌国际化，品牌推广，创新

Abstract

Brand internationalization strategy is the most important part of the enterprises developing and competitive strategy. In the future, competition will be the competition of the brands, the possession of market share will be much more important than factory, and the only way to possess market share is holding a leading brand. With the development of science and technology and with the deepening of the globalization, the competition between enterprises tends towards globalization. Facing such competing environment, the enterprise should build brand. It is the key to win. The economy of China makes great achievements since China is carrying out the Reform and Open policy, especially after China joining the WTO several years ago. More and more corporations begin their“go abroad”strategy. Haier Group is a good model of Chinese enterprises who succeed in implementing their‘Going Out’strategies. The thesis divides the developmental course of Haier Group’s Brand International Promotion into stages and summarizes a few characteristics of Haier Group’s Brand International Promotion. Then the thesis chooses Haier Group’s Brand International Promotion as the study object and put forward some countermeasures and suggestions for other Chinese enterprises.

Key words：Haier,the brand internationalization,Brand promotion ,Innovation