摘要：中国现在的有着诸多的小型企业，也不缺乏自己的民族品牌，但是令人悲哀的是，我们几乎没有真正意义上的国际性的企业。在这样的一个经济全球化的环境下，外资进入国内的壁垒在逐渐消失中，进入中国市场已经是轻而易举。在这样的一个大的经济环境下，我们民族企业的发展变得举步维艰，诸多品牌面临着收购，然后慢慢消失于人们的视线之中的这样的一个困境。

　　　我们现在就面临着如何提升自己的品牌的问题，如何在国际性的市场上获得长足性的发展。当前，国内的企业中海尔中已经迈出了自己的脚步，并且取得了一些进步，本文将从品牌的最基本的阐述，国际化的意义，同时加上对海尔的一些分析，希望能给国内的企业提供一些借鉴之处，在以后的道路上能走的更稳更远。

关键字：品牌、国际化、模式选择

ABSTRACT：There are a lot of small enterprises in our country , which  have been successful and made  some  breakthrough amazing  the people on the world.   What is  so sad  is that  we don’t  owe  the  international  company  in  the true sense. In such a globalization environment, the barrier of foreign capital to enter the domestic market is gradually disappearing, so that entering the Chinese market is easy.  The current situation of our national development of enterprise become ropey, and such a predicament that many brands of facing acquisitions and then slowly disappearing in the starting of the line of sight of people frustrate us deeply.

　　　We are now faced with how to enhance their own brand of problems, how to get the development of considerable resistance in the international market. At present, Hair has taken their own steps, and has made some progress. This paper will elaborate the basic brand, international significance, and combined with some analysis of Hair to give some reference of the Department of the domestic enterprises to help them go on the road to a more stable further in the future.

Key words:  brand   internationalize   mode selection