摘要
本文对中国企业品牌国际化战略的影响因素以及与国际营销绩效关系进行了问卷调查和统计分析,并建立了一个分析框架。主要结论是,管理层的国际化承诺以及制度性因素对企业实施品牌国际化战略有正向关系,品牌战略对国际营销绩效有显著影响。本文还基于研究结果提出了政策建议。
Following the literature review, this paper focus the relationship of Chinese enterprises international branding and performance, and build the analysing model of Chinese enterprises brand internationalizing. The results showed that international commitment and institutional factors positively related to international branding strategy, branding strategy positively related to international performance. Finally, several proposals were put forward based on these findings.
出处
《经济管理》
CSSCI
北大核心
2010年第2期85-90,共6页
Business and Management Journal ( BMJ )
关键词
品牌战略
国际化承诺
制度因素
国际营销绩效
brand strategy
international commitment
institutional factor
global marketing performance
