| 中国自主品牌发展路径探究——破解中国自主品牌的“国内化陷阱” |
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| 引用本文： | 李杰,孙立本,陆雄杰,孙怡.中国自主品牌发展路径探究——破解中国自主品牌的“国内化陷阱”[J].上海管理科学,2014(6):55-59. |
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| 作者姓名： | 李杰 孙立本 陆雄杰 孙怡 |
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| 作者单位： | 上海交通大学安泰经济与管理学院,上海200052 |
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| 摘 要： | 本文旨在探索分析中国自主品牌未能实现国际化的原因并寻找相应合适的对策,探索了中国品牌发展的现状,从品牌发展的区域特点到品牌发展中的问题着手,寻找存在自主品牌“国内化陷阱”的原因.最后,本文从品牌生态环境、品牌差异化、电商潮流、文化品牌、生产基地国际化等分析中国自主品牌的未来之路.
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| 关 键 词： | 中国自主品牌 国际化路径 国内化陷阱 方法与建议 |
Research on China＆#39;s Independent Brand Development Path——the Cracking of ＆quot;Domestic Trap＆quot; of China＆#39;s Independent Brand |
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| Li Jie,Sun Liben,Lu Xiongjie,Sun Yi.Research on China＆#39;s Independent Brand Development Path——the Cracking of ＆quot;Domestic Trap＆quot; of China＆#39;s Independent Brand[J].Shanghai Managent Science,2014(6):55-59. |
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| Authors: | Li Jie Sun Liben Lu Xiongjie Sun Yi |
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| Institution: | Li Jie, Sun Liben, Lu Xiongjie, Sun Yi |
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| Abstract: | This paper aims to explore and analyze the reasons why Chinese native brands fail to realize internationalization and seek for corresponding suitable countermeasures. It explores the current situation of Chinese brands and their development. Starting from the regional characteristics of brand development and the existing problems in brand development, the paper seeks to further the understanding of ＂nationalization trap＂ of Chinese domestic brands. Finally, the paper analyzes the future path of Chinese native brands from several points of view, including brand ecological environment, brand differentiation, e-commerce trend, cultural brand and production base internationalization. |
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| Keywords: | Chinese native brand internationalization path nationalization trap method and suggestion |
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