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1、外文翻译原文InnovationResearchonBrandInternationalizationofChineseEnterprisesMaterialSource:TheWorldBankAuthor:Standoriginally1.IntroductionAlongwiththefurtheropeningofChina,internationalfamousbrandscomeintoChinesemarketinsuccession,whileChinesebrandsspeedupuponenteringi
2、nternationalmarket.Thismarksthenewageofbrandcompetition,andalsotheageofco-existingopportunitiesandchallengesofbrandinternationalizationinnovationdevelopment.Chinesebrandinnovationisrestrictedbyfactorsofbackwardtechnologystandard,weakcorecompetency,poormanagement,sh
3、ortageofinternationaltalentsandsoon,whichareproblemsthatmustbesolvedintheprocessofcreatinginternationalfamousbrands.2.ImpetusforBrandInternationalizationDevelopment（1）Brandisanimportantsignofenterpriseeconomicstrength.Themarketstatusofbrandisdeterminedbyenterprises
4、brandawareness,brandinvestmentandbrandaccumulation.Developedcountriescreatelotsofworldfamousbrandsthatarenotonlystrongeconomicbackbonebutalsosymbolsofeconomicpower,whichreflectsthepositivecorrelativityofeconomicpowerandbrandposition.Lackofinternationalfamousbrandst
5、hatrelatestoweakcompetencyandleadstoweakenterprisestrength,itisthereasonwhymanyweakcompetitiveenterpriseshavegonebankruptundertheimpactofrecentglobalfinancialcrisis.（2）Undertheeconomicglobalization,brandinternationalizationisanimportantfactorforanenterprisetorealiz
6、escaledoperationinproductionandcirculation.Fromtheaspectofsupply,productionoverheadwilldecreasewiththeincreaseofoutput,andbrandinternationalizationcanbringaboutscaledoperationinproductionandcirculationthroughpromotingproductoutputanddistribution.Meanwhile,unificati
7、oninpacking,advertisement,promotionandothermarketingmeanscanalsobringdownthemarketingcost.（3）Branddevelopmentisgoodforenhancinginternationalinfluenceofanenterprise.Brandinternationalizationsendsmessagesoftrustworthyproductsorservice,whichcanearnloyalcustomersintern
8、ationally,showingitspowerfultechnologyorexpertise.Brandsoldworldwidenotonlyreflectshighqualityandcreditbutalsobringsconvenienceforshopping.Brandi
