中国企业品牌国际化的创新研究外文翻译.doc

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1、中国企业品牌国际化的创新研究外文翻译 外文翻译原文Innovation Research on Brand Internationalization of Chinese Enterprises Material Source: The World Bank Author: Stand originally 1. Introduction Along with the further opening of China, international famous brands come into Chinese market in succession, while Chinese brands

2、 speed up upon entering international market. This marks the new age of brand competition, and also the age of co-existing opportunities and challenges of brand internationalization innovation development. Chinese brand innovation is restricted by factors of backward technology standard, weak core c

3、ompetency, poor management, shortage of international talents and so on, which are problems that must be solved in the process of creating international famous brands. 2. Impetus for Brand Internationalization Development (1)Brand is an important sign of enterprise economic strength. The market stat

4、us of brand is determined by enterprises brand awareness, brand investment and brand accumulation. Developed countries create lots of world famous brands that are not only strong economic backbone but also symbols of economic power, which reflects the positive correlativity of economic power and bra

5、nd position. Lack of international famous brands that relates to weak competency and leads to weak enterprise strength, it is the reason why many weak competitive enterprises have gone bankrupt under the impact of recent global financial crisis. (2)Under the economic globalization, brand internation

6、alization is an important factor for an enterprise to realize scaled operation in production and circulation. From the aspect of supply, production overhead will decrease with the increase of output, and brand internationalization can bring about scaled operation in production and circulation throug

7、h promoting product output and distribution. Meanwhile, unification in packing, advertisement, promotion and other marketing means can also bring down the marketing cost. (3)Brand development is good for enhancing international influence of an enterprise. Brand internationalization sends messages of

8、 trustworthy products or service, which can earn loyal customers internationally, showing its powerful technology or expertise. Brand sold worldwide not only reflects high quality and credit but also brings convenience for shopping. Brand internationalization development helps enterprises reinforce

9、strategic thinking with global vision to cope with challenges and opportunities in the changes of international situation. 3. Opportunities for Brand Internationalization Development After international financial crisis, the tendency of economic integration is more obvious and Chinese economy will i

10、ntegrate further into world economy, which may bring new opportunity for brand internationalization of Chinese enterprises. (1)Successful hosting of Beijing Olympic Games and Shanghai World Expo provides a historical chance for Chinese brand stepping into world market and opportunities for innovatio

11、n. Through actively involving in Beijing Olympic Games and Shanghai World Expo, being partners, suppliers and sponsors,enterprises can play full use of advantages of those two world activities and build up their own brandimages to promote international image and create world famous brands. In the ne

12、xt few years, there aremore and more similar chances of which Chinese enterprises should take good use to promote enterprisebrands by national brands. (2)Exemplary role of world famous brand. After the transitional period for Chinas accession to entering into WTO, domestic market opens larger and de

13、eper and its internationalization tendency becomes more obvious than before, which will brings about more opportunities for cooperating with multinational giants to learn international advanced experience and management and cultivate our own internationalization operational managers that provide sup

14、port of experience, technology and human resources for reinforcing Chinese brands. The successful case of Geely purchasing Volvo in 2010 provides a good example for transnational merger of Chinese brands. (3)Improvement of policy and law. In recent years, Chinese government has taken a series of pol

15、icies to support enterprises building their own brands and promoting brand internationalization. At the end of2006, the Ministry of Commerce of the Peoples Republic of China and National Development and Reform Commission held a joint release of The Directing Advice about Backing up the Development o

16、f Famous Brand for Export to forward the process of Chinese brand internationalization through three ways, that is, forwarding the typical, fund support and supporting overseas development. The government has emphasized service awareness, built information service platform of overseas policy, busine

17、ss and enterprises situation and perfected laws, regulations and rules to provide with comparatively perfect institutional environment and legal protection for Chinese brand internationalization. 4. Barriers for Brand Internationalization Development (1)Weak global brand strategic awareness. For his

18、torical reasons, Chinese enterprises, without an understanding of brand internationalization, take it simply as brand recognition system internationalization, lack of world perspective of brand competition, development and construction view of brand. Because of inadequate strategic awareness of glob

19、al resources, Chinese enterprises are unconfident in fighting for resources worldwide. Lack of global brand rights and interests and weak awareness of intellectual property protection, many well-known brands have been rush registered overseas causing brand rights and interests and intangible assets

20、run off. (2)Insufficient management of brand internationalization. In the brand positioning and designing, Chinese enterprises always mistake foreignized brand recognition system as the symbol of being in line with international standards. Lack of trying in enriching brand connotations, Chinese trad

21、itional culture hasnt been explored in-depth combined with brand connotations. Little understanding about strategic management of brand internationalization and culture export strategy of brand value, enterprises take product export strategic management equal to strategic management of brand interna

22、tionalization. In fact, product export strategy is only a part of strategic management of brand internationalization, but culture export strategy of enterprise value view weighs a lot. Many enterprises fail in brand operating for insufficient experience in brand overseas operation, that is, little k

23、nowledge of merging assets and liabilities and improper strategy positioning, for example, after merging Thomson and Alcatel overseas, TCL gets in trouble, which is the typical case of lack of experience in operating management of brand internationalization. (3)Weak brand core competency. Brand is t

24、he core competency of an enterprise under the competitive market, and key ability of sustainable existence and development which grows from and blends into brand connotation. Under the circumstance of economic globalization, cultural value of brand core connotation and enterprise creative technology

25、 have become the key factors of brand core competency. Chinese enterprises tend to take product strategy, depending on low-cost advantage but brand cultural value to occupy the market. Moreover, lack of R&D and innovative abilities, enterprises rely heavily on comparative advantage of low labor cost

26、 resulting in small proportion of high-tech product and negligence on creative technology and its follow-up improvement. (4)Shortage of internationalized management personnel. Multi-national work experience, global awareness and high comprehensive quality are required by internationalized management

27、 personnel. Without workable activation mechanism of talent introduction and short time in involving in international market, its hard for Chinese enterprises to cultivate their own management personnel who know well about international market practice. With few experience of brand internationalized

28、 promotion, they cannot make it around the cultural shock environment. Therefore, shortage of internationalized management personnel is the main obstacle on the way of internationalization process 5. Strategy for Brand Internationalization Development (1)Innovative Internationalized talent managemen

29、t mechanism. To train qualified internationalized personnel, Chinese enterprises are required to establish mechanism of personnel flow and broaden two ways of cultivation and introduction. The focus of internationalized talent management should be put on cultivating emotions about enterprise cultura

30、l connotation and enhancing cultural construction to create a democratic, open and relax circumstance and humanism management mechanism of respecting talent, serving talent and talent development. In order to encourage knowledge-based personnel plugging themselves into enterprises innovation, incent

31、ive mechanism should be set up for internationalized talent and talents core competency and some other incentive factors, such as potential development chance, autonomous woke, business establishment and shared growth. (2)Establishing globalized strategic awareness. Globalized strategic awareness is

32、 a necessity for enterprises to create international famous brand. Globalized strategic awareness should run through the whole process of internationalization strategic management, and focus should be placed on view of brand value and share more international market resources. To this end, enterpris

33、es position, pack and design brand image first with the angle of globalized strategy. Secondly, enterprises change the view of brand competition and cultivate globalized competitive awareness establishing new constructive view of brand internationalization and boosting international expansion of cap

34、able proprietary brand. Thirdly, enterprises emphasize on protection of brand rights and interests and intellectual property. (3)Strengthening technology innovation. Technology innovation is the impetus for enterprises sustainable development. R&D of high-tech product plays an important part in prom

35、oting enterprise competency, to achieve the goal of enhancing brand competency through promoting product grade and brand image. Technology innovation is a kind of product innovation under the quality guarantee including original product innovation and differentiation innovation. At the national leve

36、l, enterprises should invest more on long-term and market prospective fundamental researches to contribute to form independent innovation social atmosphere. While enterprises should invest more on technology innovation, promoting their own technology innovation ability by means of outside alliances,

37、 enterprise college research cooperation and so on. (4)Intensifying brand culture marketing. Brand internationalization is not only a kind of economic activity but also a cultural activity. In the market of more and more assimilated product, brand culture has been the key influence of brand core com

38、petency. Product possessed with profound brand culture can satisfy its consumers in a special way that builds a stable relationship with consumers and creates a unique culture circumstance of joys for consumers. Chinese enterprises should look for brand cultural connotation in the 5,000-year history

39、 of Chinese civilization to form an incomparable character and recognition advantage, while selling product marketing their own culture at the same time. (5)Brand design and positioning from the angle of globalization. Design system of brand recognition should be focused on digging brands cultural v

40、alue and national character. The quality of affinity, simplicity, originality and localization, in comply with their own cultural character and consumption concept, should be showed in the process of recognition system internationalization of brand name and marks. Take Lenovo for example, the brand

41、name changed from Legend to Lenovo showed its unique 178 characteristics. Brand marks should give deep visual impact to consumers, precisely and uniquely, which is demonstrated by Coca-Colas brand mark of red ground and white wave that leaves consumers buoyant and unforgettable feelings. 6. Conclusi

42、on Economic globalization will introduce enterprises into a new era of brand competency, which promotes Chinese enterprises to innovate in brand internationalization, and improve in talent management mechanism, globalization awareness; technology innovation, cultural marketing and brand design and p

43、ositioning that are the strategy and direction of quickening steps on cultivating international famous brands 译文中国企业品牌国际化的创新研究 资料来源:世界银行 作者:Stand originally 1 简介 随着中国进一步开放,中国品牌加快进入国际市场的同时,国际知名品牌也同时进入了中国市场。这标志着品牌竞争在这个心的时代将面临着机遇和挑战。中国品牌创新还存在着不少限制性因素,例如:落后的技术标准、薄弱的核心竞争力、管理不善、国际型人才短缺等。这些都是在创造国际化品牌过程中急需解

44、决的问题。 2 品牌国际化发展的动力 (一)品牌是企业经济实力的重要标志,而品牌在市场中的地位取决于企业的品牌意识,品牌投资以及品牌积累。发达国家创造开发许多世界知名品牌,不仅是国际强大的经济支柱也是一国经济实力的象征,它反映了品牌的正相关关系和经济权力位置。缺少国际知名品牌,这将降低国家的经济实力,从而直接削弱了一个企业的实力,这就是在金融危机中很多企业倒闭的原因 (二)在经济全球化时代,品牌国际化是企业实现有规模的生产经营的一个重要因素。从供给方面分析,品牌国际化可以通过生产和流通给企业增加产量的同时还能降低生产费用。还有统一的包装、广告、促销和其他营销手段都可以降低营销成本。 (三)品牌

45、的发展可以提高企业的国际影响力。国际化的品牌表明该企业在产品和服务上都值得信赖,这也显示了其强大的专业知识和生产技术,这样某种程度上也更容易帮企业赢得忠实的客户。品牌销往世界各地,这样也便利了人们的购买。品牌国际化的发展,有利于企业加强国际战略思维,使得更从容的面对国际形势的变化。 3 品牌国际化发展的机遇 经过此次金融危机,经济一体化的趋势更加明显。中国经济将进一步融入世界经济,这可能给中国企业国际化带来全新的机会。 (一)北京奥运会和上海世博会的成功举行,给中国企业跨入国际市场和自主品牌创新提供了一个历史性的机会。企业充分发挥优势,通过以合作伙伴、供应商、赞助商等方式积极参加北京奥运会和上

46、海世博会,建立了自己的品牌形象,提高了国际形象和创造了很多世界知名品牌。在未来几年内,类似的机会也将越来越多,中国企业都应该好好利用。 (二)世界知名品牌的先锋模范作用。在中国加入世贸组织后的一段过渡期内,国内市场更大,我国对外开放程度和国际化趋势比以前更加明显,这将给我国企业带来更多与跨国巨头合作与学习的经验,进一步培养国际型操作管理人员。2010年吉利成功收购沃尔沃为中国品牌跨国并购提供了一个很好的例子。 (三)政策和法律的改进。近年来,中国政府采取了一系列政策来支持企业建立自己的品牌,促进企业的品牌国际化。2006年底,商务部和发改委共同强调了服务意识,建立海外信息服务平台的政策,法律法

47、规的完善,给企业国际化提供了比较更好的平台。 4 品牌国际化发展的障碍 (一)全球品牌战略意识薄弱。由于历史原因,中国企业缺乏品牌国际化的认识,缺乏从世界观的角度进行品牌竞争和发展。另一方面,中国企业缺乏全球性的品牌知识产权保护意识,导致许多知名品牌品牌权益和知识产权的流失。 (二)品牌国际化管理不足。在品牌定位和设计方面,中国企业始终按照错误品牌识别系统作为标准。 (三)品牌核心竞争力薄弱。品牌是企业在竞争激烈市场下可持续存在和发展的核心竞争力。在经济全球化的情况下,品牌的核心内涵和文化价值已成为企业技术创新的关键。从品牌的文化价值而定,中国企业往往采取低成本优势的产品优势来抢占市场。此外,

48、企业严重依赖于较低的劳动成本,疏忽了部分产品的技术创新,最终导致研发和创新能力不足。 (四)国际化管理人才短缺。国际化管理人员要求具有多国工作经验、全球化意识和综合素质高等品质。但如果没有可行的人才引进激活机制,在短期内涉及到国际市场问题是很就很难为中国企业培养充分了解国际市场惯例的国际型人才。因此,短缺的国际化管理人员是国际化进程中的主要障碍。 5 品牌国际化发展战略 (一)制定创新型国际化惯例人才机制。为培养合格的国际化人才,中国企业必须建立人才流动机制,从培养和引进两方面扩大人才量。对国际化人才管理的重点应放在培养企业文化内涵,加强文化建设,努力创造一个民主,开放,和尊重人才,服务人才的

49、人本管理机制。为了鼓励企业引进创新型人才,国家应制定相应的激励机制,例如,建立自治区、商业机构等使企业共同发展。 (二)建立全球化战略意识。全球化战略意识是企业创建国际知名品牌的必要因素,它应贯穿全球化战略的全过程,以分享更多的国际市场资源。为此应把企业的经营状况,品牌形象和包装放在全球化战略的第一步。其次,企业应该培养竞争意识,提高自主品牌国际扩张能力。第三,企业也应该注重知识产权的保护。 (三)加强技术创新。技术创新是企业可持续发展的动力。研发高科技产品是企业提高产品档次,提升品牌形象的重要措施。技术创新是在保证远产品质量前提下,差异化的创新。作为国家的一些一级企业,应长期投资于基础研究和市场前景研究,形成更多的自主创新社会氛围。 (四)加强品牌文化营销。品牌国际化不仅是一个经济活动,更