摘要
本文归纳了品牌国际化的路径模式,并以珠三角企业中具有代表性的TCL、东菱凯琴、格力等企业的品牌国际化进程为例,探讨了这些企业品牌国际化路径的不同模式。通过对其进行比较,提出了对我国企业品牌国际化发展的启示。
Taking representative brands in the Pearl River Delta - TCL, DF Ketchen, and Gree, etc. - as analytical examples, this paper intends to summarize the path patterns of brand internationalization and offer some enlightened advice for Chinese brand internationalization through comparison of these different path patterns.
出处
《战略决策研究》
2012年第1期66-71,共6页
Journal of Strategy and Decision-Making
关键词
珠三角
品牌
国际化
路径
Pearl River Delta
brand
internationalization
path
