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随着经济全球化的不断加深,中国的入世,国际著名企业相继进入中国市场,跨国企业出现强强联合的现状,企业面临着更多的机遇和挑战。企业的竞争不仅仅在于产品本身的质量,企业的品牌已经显的非常重要。企业品牌价值的高低、品牌国际化的程度直接影响到企业国际化经营的决策,占领市场的能力。企业有一个国际化著名的品牌,在国际化经营中有助于树立良好的企业形象,大大提高企业在国际市场上的知名度,降低企业进入国际市场的费用。
With the continuous deepening of economic globalization, China’s accession to the WTO, the world’s leading enterprises have entered the Chinese market, multinational corporations appear strong and powerful combination of the status quo, enterprises are facing more opportunities and challenges. The competition of the enterprise is not only the quality of the product itself, but the brand of the enterprise has become very important. The level of corporate brand value, the degree of brand internationalization directly affects the decision-making of international business operations, the ability to occupy the market. Enterprises have a well-known international brand, in the international operations help to establish a good corporate image, greatly enhance the visibility of enterprises in the international market and reduce the cost of enterprises to enter the international market.