摘要
本文从中国原产国效应现状出发,分析原产国效应对中国企业品牌国际化的影响,并在进行中国品牌国际化SWOT分析的基础上提出策略建议,指导中国企业如何合理利用原产国的积极效应,规避其消极效应,成功推行品牌国际化。
This paper researches the effect of country of origin on China＇s brand internationalization from the status quo of China as the country of origin, and further gives a SWOT analysis of China＇ s brand internationalization, on the basis of which strategies and suggestions should be put forward so as to direct China＇s enterprises to utilize the positive effect of country of origin and avoid negative effect to carry brand internationalization into practice.
出处
《河北学刊》
CSSCI
北大核心
2014年第1期140-143,共4页
Hebei Academic Journal
关键词
原产国效应
品牌
国际化战略
effect of country of origin
brand
internationalization strategy
