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中国企业品牌国际化的过程,也就是中国企业走向世界,在世界市场中谋生存求发展的过程。品牌从创建、推广到完善,是一个复杂的过程,本文通过对国内外知名企业品牌推广的成功经验进行分析研究,认识到中国企业存在着品牌定位模糊,缺乏个性以及企业家品牌意识薄弱等问题。中国企业家必须认识到品牌的重要性和建立品牌的必要性,并在品牌推广过程中加大投入,才能使企业进一步发展壮大。
The process of internationalization of Chinese corporate brands, that is, the process by which Chinese enterprises go global and seek survival in the world market. From the creation and promotion of brand to perfection, it is a complicated process. Through analyzing and analyzing the successful experiences of well-known domestic and foreign enterprises in brand promotion, it recognizes that Chinese enterprises have some problems such as the ambiguous brand positioning, the lack of individuality and the weak brand awareness of entrepreneurs . Chinese entrepreneurs must recognize the importance of the brand and the need to establish a brand, and increase investment in the process of branding, in order to enable enterprises to further develop and grow.