资源描述：
《中国企业品牌国际化的创新研究【外文翻译】.doc》由会员上传分享，免费在线阅读，更多相关内容在工程资料-天天文库。
1、外文翻译原文InnovationResearchonBrandInternationalizationofChineseEnterprisesMaterialSource:TheWorldBankAuthor:Standoriginally1.IntroductionAlongwiththefurtheropeningofChina,internationalfamousbrandscomeintoChinesemarketinsuccession,whileChinesebrandsspeedupuponent
2、eringinternationalmarket.Thismarksthenewageofbrandcompetition,andalsotheageofco-existingopportunitiesandchallengesofbrandinternationalizationinnovationdevelopment.Chinesebrandinnovationisrestrictedbyfactorsofbackwardtechnologystandard,weakcorecompetency,poorm
3、anagement,shortageofinternationaltalentsandsoon,whichareproblemsthatmustbesolvedintheprocessofcreatinginternationalfamousbrands.2.ImpetusforBrandInternationalizationDevelopment(1)Brandisanimportantsignofenterpriseeconomicstrength.Themarketstatusofbrandisdeter
4、minedbyenterprisesbrandawareness,brandinvestmentandbrandaccumulation.Developedcountriescreatelotsofworldfamousbrandsthatarenotonlystrongeconomicbackbonebutalsosymbolsofeconomicpower,whichreflectsthepositivecorrelativityofeconomicpowerandbrandposition.Lackofin
5、ternationalfamousbrandsthatrelatestoweakcompetencyandleadstoweakenterprisestrength,itisthereasonwhymanyweakcompetitiveenterpriseshavegonebankruptundertheimpactofrecentglobalfinancialcrisis.(2)Undertheeconomicglobalization,brandinternationalizationisanimportan
6、tfactorforanenterprisetorealizescaledoperationinproductionandcirculation.Fromtheaspectofsupply,productionoverheadwilldecreasewiththeincreaseofoutput,andbrandinternationalizationcanbringaboutscaledoperationinproductionandcirculationthroughpromotingproductoutpu
7、tanddistribution.Meanwhile,unificationinpacking,advertisement,promotionandothermarketingmeanscanalsobringdownthemarketingcost.(3)Branddevelopmentisgoodforenhancinginternationalinfluenceofanenterprise.Brandinternationalizationsendsmessagesoftrustworthyproducts
8、orservice,whichcanearnloyalcustomersinternationally,showingitspowerfultechnologyorexpertise.Brandsoldworldwidenotonlyreflectshighqualityandcreditbutalsobringsconvenienceforshopping.Brandi
