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中国品牌的新国际化道路:一个配置研究

Junfeng Liao^1,2, Minru Yang¹

¹Department of Electronic Business, South China University of Technology, Guangzhou, China.

|September 29, 2023

概括

这项研究揭示了中国品牌国际化的关键能力,确定了两个主要模式和四个不同的途径,包括L-S-Cu和PS-M等新策略,对于进入全球市场至关重要.

科学领域:

商业和管理的管理和管理.
国际商业国际商业国际商业
品牌战略品牌战略

背景情况:

关于中国品牌超越制造业的国际化道路的研究有限.
国际化战略的多样性和新特性需要进一步探索.
在国际化过程中,了解品牌赋权机制至关重要.

研究的目的:

分析信息技术服务行业中中国品牌的国际化道路.
确定品牌国际化的关键能力和模式.
探索新的国际化途径及其潜在机制.

主要方法:

利用 61 个代表性中国品牌的数据集进行了模糊集定性比较分析 (fsQCA).
应用了品牌赋权的理论框架来指导分析.
研究了特定行业的因素和多因素的相互作用.

主要成果:

品牌透和品牌文化化被确定为国际化的关键能力.
观察到两种主要的国际化模式:渐进式和跳式.
确定了四种不同的国际化路径,包括两条新的路径:L-S-Cu和PS-M.
另外还有六个潜在的国际化路径需要进一步研究.

结论:

品牌透和融入文化是成功国际化的基础.
中国品牌展示了多种多样的国际化策略,包括渐进式和跨越式的方法.
确定新的途径 (L-S-Cu,P-S-M) 为未来的全球品牌发展提供了宝贵的见解.

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