中国品牌国际化问题研究
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摘要
品牌如今已深入到我们生活的各个方面。随着中国国门的进一步敞开，中国企业也必将面临越来越多国际知名品牌的挑战。新形式下，中国企业要生存下去并取得长远发展，必须打造自己的国际品牌。
许多企业已经认识到了这一点，但在品牌国际化的道路上他们仍有很多的困惑。比如，在选择品牌战略时，是采用传统贴牌生产(OEM)的方式，还是打造自己的品牌?即使在学术界，对此问题的争论也没有停止过。本文通过对典型案例的分析，比较了两种战略的优缺点，认为生搬硬套某种战略的做法并不可取，企业应该根据自身的特点和所处的特殊环境来选择适合自己发展的品牌战略。
长期以来人们都普遍认同哈佛教授T、莱维特(T、Levitt)于1983年提出“市场全球化”的观点。全球标准化是人们通常采用的品牌宣传模式。但是近来人们认识到，根据当地市场的差异，在品牌宣传方式上做出相应的调整，更有利于品牌的市场渗透。因此传统的观点受到了挑战。本文针对新的问题，提出了在全球战略的框架下融入当地市场差异的几种解决方案。
在品牌命名方面，中国企业也遇到了诸多问题。在国外市场上，中国品牌常常拗口难记，更难以展现出我国传统文化的内涵。不少中国牌名还卷入到了商标侵权的纠纷之中。为解决这些问题，本文提出品牌在国际市场上命名中应注意的问题，同时分析了加强商标安全的有效途径。
Nowadays brands have penetrated our most intimate spaces and become part of our life. Furthermore, China has been a member country of WTO, which exposes Chinese enterprises to the challenge of world famous brands. All this will prompt Chinese firms to go out of domestic market and build up well-known brands on a global scale. Brand internationalization will not only contribute to a company's long-term development but play an important role in raising the economic strength of China.
Although the significance of internationalization has become common sense, a number of Chinese enterprises have been challenged by some problems when going global. For instance, what strategy should be adopted to develop overseas markets? In academia, it's also a controversial issue. OEM mode and brand-building strategy are two options commonly applied by Chinese enterprises. The dissertation compares features of the two strategies and then come up with the factors which have decisive effects on strategy-choosing. Having analyzed some typical cases, the dissertation suggests that there is no standard way which is universally suitable for every company. Instead, they should choose their branding strategy according to the specific situation they live in.
Approaches of brand communication rely on marketing strategies. After the publication of Levitt's article on markets globalization, international standardization of branding has been generally accepted. But nowadays, more people find that making some adjustments to local conditions facilitates market penetration of brands. To adapt to the change, the paper presents some suggestions to accommodate local market differences and preferences within a global strategy. Moreover, with the appearing of new trends, some innovative ideas about the branding communication have also been discussed.
Brand naming is no small feat but it hasn't yet attracted enough attention from Chinese marketers. In foreign markets, brand names of Chinese products are usually
许多企业已经认识到了这一点，但在品牌国际化的道路上他们仍有很多的困惑。比如，在选择品牌战略时，是采用传统贴牌生产(OEM)的方式，还是打造自己的品牌?即使在学术界，对此问题的争论也没有停止过。本文通过对典型案例的分析，比较了两种战略的优缺点，认为生搬硬套某种战略的做法并不可取，企业应该根据自身的特点和所处的特殊环境来选择适合自己发展的品牌战略。
长期以来人们都普遍认同哈佛教授T、莱维特(T、Levitt)于1983年提出“市场全球化”的观点。全球标准化是人们通常采用的品牌宣传模式。但是近来人们认识到，根据当地市场的差异，在品牌宣传方式上做出相应的调整，更有利于品牌的市场渗透。因此传统的观点受到了挑战。本文针对新的问题，提出了在全球战略的框架下融入当地市场差异的几种解决方案。
在品牌命名方面，中国企业也遇到了诸多问题。在国外市场上，中国品牌常常拗口难记，更难以展现出我国传统文化的内涵。不少中国牌名还卷入到了商标侵权的纠纷之中。为解决这些问题，本文提出品牌在国际市场上命名中应注意的问题，同时分析了加强商标安全的有效途径。
Nowadays brands have penetrated our most intimate spaces and become part of our life. Furthermore, China has been a member country of WTO, which exposes Chinese enterprises to the challenge of world famous brands. All this will prompt Chinese firms to go out of domestic market and build up well-known brands on a global scale. Brand internationalization will not only contribute to a company's long-term development but play an important role in raising the economic strength of China.
Although the significance of internationalization has become common sense, a number of Chinese enterprises have been challenged by some problems when going global. For instance, what strategy should be adopted to develop overseas markets? In academia, it's also a controversial issue. OEM mode and brand-building strategy are two options commonly applied by Chinese enterprises. The dissertation compares features of the two strategies and then come up with the factors which have decisive effects on strategy-choosing. Having analyzed some typical cases, the dissertation suggests that there is no standard way which is universally suitable for every company. Instead, they should choose their branding strategy according to the specific situation they live in.
Approaches of brand communication rely on marketing strategies. After the publication of Levitt's article on markets globalization, international standardization of branding has been generally accepted. But nowadays, more people find that making some adjustments to local conditions facilitates market penetration of brands. To adapt to the change, the paper presents some suggestions to accommodate local market differences and preferences within a global strategy. Moreover, with the appearing of new trends, some innovative ideas about the branding communication have also been discussed.
Brand naming is no small feat but it hasn't yet attracted enough attention from Chinese marketers. In foreign markets, brand names of Chinese products are usually
引文
1．中远总裁魏家福：善用外交资源 海外经营新踏板http://finance.tom.com 2004年12月01日12时03分 来源：中国企业家
2．谢巧玲，夏洪胜：我国家电业OEM生产方式的发展之路，经济师，2003(3)，P40
3．张亚斌：OEM：中国企业进入国际市场的重要方式，国际经济合作，2001 (11)
4．夏先良：中国企业从OEM升级到OBM的商业模式抉择，财贸经济，2003(9)，PP64-69
5．曹海东 纪莉 解读：温州人与欧洲人纠纷背后的文化冲突2005-3-31，《经济》http://www, e-works.net.cn/ewk2004/ewkArticles/444/Article28896.htm
6．李淑春 商品包装上的商标翻译的探讨 2005-6-25 15：11：09 http://www.fane.cn/theory_view.asp?id=63&page=1
7．联想正式宣布完成收购IBM全球PC业务，http://www.sina.com.cn2005年05月01日15：11新浪科技，http://tech.sina.com.cn/it/2005-05-01/1511599777.shtml
8．孟雷：品牌国际化的模式选择，商业研究，2002(07)，94～95
9．张冰．品牌的国际化与本土化，中外企业家，2003(03)，46～51
10．柴琳琳：中国名牌国际化经营战略研究，渤海大学学报，Vol．26 No．1
11．翁向东：给品牌取一个很靓的洋名www.ZhiNet.com 2005-5-29 23：07：00
12．周意华，何人可：品牌的洋名—中国品牌国际化的起点，装饰，2003，12(128)：6
13．王海涛：品牌竞争时代，北京：中国言实出版社，1999
14．周永亮：名牌竞争战略—企业品牌提升与形象导入，北京：经济管理出版社，2002
15．周威：突破品牌国际化瓶颈，中国改革，2002(11)，95～97
16．李海龙：品牌国际化八大策略，大经贸，2003(01)，28～31
17．宋永高：品牌战略和管理，浙江大学出版社，2003
18．李淑春 商品包装上的商标翻译的探讨 2005-6-25 15：11：09http://www.fane.cn/theory_view.asp?id=63&page=1
19．让·诺尔·卡菲勒 战略性品牌管理 商务印书馆，2000．5，第一版
20．韩中和：从贴牌生产到创建国际品牌，国际商务研究，2003(2)
21．张瑞敏释疑海尔国际化，新华网(2003-02-24 13：04：18来源：国际金融报
22．海尔国际化两种模式利弊http://www.ghnews.com
23．盛洪 黄一义：海尔和格兰仕：经典模式之比较 http://finance.sina.com.cn 2004年07月19日13：54中评网，ml
24．通向世界的两条道路——海尔与格兰仕国际化战略分析http://www.kjxm.org.cn/auto/com/gzk/index.php?file=detail.php&nowdir=812&id=23296&detail=1
25．OEM能让品牌国际化吗?《世界商业评论》ICXO．COM(日期：2004-04-08 11：07)
26．刘文纲：中国企业国际化经营中品牌战略变迁路径，北京工商大学学报(社会科学版)，Vol．19 No．5
27．张维迎：品牌价值与中国企业的国际化战略，中外管理导报，200206，11～13
28．王斌，品牌命名—新形势下的探讨，技术经济与管理研究，2003(5)，97～98
29. Porter, Micheal E: Entry Modes to the Global Market, The Strategic Role of International Marketing" Journal of Consumer Marketing; Spring 1986; Volume: 3; Issue: 2; Page 21
30. Levitt, T. (1986), The globalization of markets, The Marketing Imagination, The Free Press, New York.
31. Bell, Martin and Keith Pavitt, Technological Accumulation and Industrial Growth: Contrasts Between Developed and Developing Country, Industrial and Corporate Change, Vol.2, No.2 (1993)
32. Kavaljit Singh.Broken commitments: The case of Pepsi in India in PIRG Update, Issue no. 1. May, 1997 , From: kaval@pirg.unv.ernet.in.
33. Philip Kotler: Marketing Management, Tsinghua university press, 2001.8, tenth edition.
34. Eugene D. Jaffe, Israel D. Nebenzahl and Israel Schorr: Strategic options of home country firms faced with MNC entry
35. Randall, Geoffrey: Branding: A Practical Guide to Planning Your Strategy Marketing in Action Series; London ; Dover, N.H. Kogan Page, 2000.
36. Yonggui Wang: An integrated framework for customer value and customer-relationship-management performance: A customer-based perspective from China , Managing Service Quality. Bedford: 2004.Vol.14, Iss. 2/3; pg. 169
37. Paris Convention for the Protection of Industrial Property of March 20,1883
38. Trademark Law of UNITED STATES OF AMERICA (UNITED STATES CODE TITLE 15, CHAPTER 22-TRADEMARKS as amended on November 29. 1999)
39. Fengru Li, Nader H Shooshtari : Brand Naming in China: Sociolinguistic Implications
40. Multinational Business Review. Detroit: Winter 2003.Vol.11, Iss. 3; pg. 3, 19 pgs
41. F C Hong, Anthony Pecotich, Clifford J Schultz II : Brand name translation: Language constraints, product attributes, and consumer perceptions in East and Southeast Asia, Journal of International Marketing. Chicago: 2002.Vol.10. Iss. 2; pg. 29, 17 pgs
42. http://www.nationalanalysts.com/marketing/brand-marketing-research/brand-id entity research.asp
43. Julian Bright: Globally challenged ,Communications International; Nov 2002; ABI/INFORM Global,pg. M4
44. Jennifer Barron; Jim Hollingshead: Brand globally, market locally, The Journal of Business Strategy; 2004; 25,1; ABI/INFORM Global, pg. 9
45. Alan Mitchell: Invited presentation: Global brands or global blands? J Consumer Studies & Home Economics, 24,2, June 2000, pp85-93
46. Stout, Kay : Thinking global? Brandweek; Mar 3, 1997; 38, 9; ABI/INFORM Global pg. 22
47. W. Fred van Raaij: globalisation of marketing communication?, Journal of Economic Psychology 18(1997) 259-270
48. T C Melewar, Maureen Meadows, Wenqiang Zheng, Richard Rickards: The influence of culture on brand building in the Chinese market: A brief insight, Journal of Brand Management. London: Jul 2004.Vol.11, Iss. 6; pg. 449, 13 pgs
49. Hong Liua and Kequan Lib : Strategic Implications of Emerging Chinese Multinationals: The Haier Case Study , European Management Journal, Volume 20, Issue 6 , December 2002, Pages 699-706
50. John Quelch, Global Brands: Taking Stock, Business strategy Review, 1999, Volumn 10 issue 1 , PP 1-14
51. http://english.cneha.com/users/index.php?TarMember=1999 The IBM/Lenovo Deal: Victory For China?
2．谢巧玲，夏洪胜：我国家电业OEM生产方式的发展之路，经济师，2003(3)，P40
3．张亚斌：OEM：中国企业进入国际市场的重要方式，国际经济合作，2001 (11)
4．夏先良：中国企业从OEM升级到OBM的商业模式抉择，财贸经济，2003(9)，PP64-69
5．曹海东 纪莉 解读：温州人与欧洲人纠纷背后的文化冲突2005-3-31，《经济》http://www, e-works.net.cn/ewk2004/ewkArticles/444/Article28896.htm
6．李淑春 商品包装上的商标翻译的探讨 2005-6-25 15：11：09 http://www.fane.cn/theory_view.asp?id=63&page=1
7．联想正式宣布完成收购IBM全球PC业务，http://www.sina.com.cn2005年05月01日15：11新浪科技，http://tech.sina.com.cn/it/2005-05-01/1511599777.shtml
8．孟雷：品牌国际化的模式选择，商业研究，2002(07)，94～95
9．张冰．品牌的国际化与本土化，中外企业家，2003(03)，46～51
10．柴琳琳：中国名牌国际化经营战略研究，渤海大学学报，Vol．26 No．1
11．翁向东：给品牌取一个很靓的洋名www.ZhiNet.com 2005-5-29 23：07：00
12．周意华，何人可：品牌的洋名—中国品牌国际化的起点，装饰，2003，12(128)：6
13．王海涛：品牌竞争时代，北京：中国言实出版社，1999
14．周永亮：名牌竞争战略—企业品牌提升与形象导入，北京：经济管理出版社，2002
15．周威：突破品牌国际化瓶颈，中国改革，2002(11)，95～97
16．李海龙：品牌国际化八大策略，大经贸，2003(01)，28～31
17．宋永高：品牌战略和管理，浙江大学出版社，2003
18．李淑春 商品包装上的商标翻译的探讨 2005-6-25 15：11：09http://www.fane.cn/theory_view.asp?id=63&page=1
19．让·诺尔·卡菲勒 战略性品牌管理 商务印书馆，2000．5，第一版
20．韩中和：从贴牌生产到创建国际品牌，国际商务研究，2003(2)
21．张瑞敏释疑海尔国际化，新华网(2003-02-24 13：04：18来源：国际金融报
22．海尔国际化两种模式利弊http://www.ghnews.com
23．盛洪 黄一义：海尔和格兰仕：经典模式之比较 http://finance.sina.com.cn 2004年07月19日13：54中评网，ml
24．通向世界的两条道路——海尔与格兰仕国际化战略分析http://www.kjxm.org.cn/auto/com/gzk/index.php?file=detail.php&nowdir=812&id=23296&detail=1
25．OEM能让品牌国际化吗?《世界商业评论》ICXO．COM(日期：2004-04-08 11：07)
26．刘文纲：中国企业国际化经营中品牌战略变迁路径，北京工商大学学报(社会科学版)，Vol．19 No．5
27．张维迎：品牌价值与中国企业的国际化战略，中外管理导报，200206，11～13
28．王斌，品牌命名—新形势下的探讨，技术经济与管理研究，2003(5)，97～98
29. Porter, Micheal E: Entry Modes to the Global Market, The Strategic Role of International Marketing" Journal of Consumer Marketing; Spring 1986; Volume: 3; Issue: 2; Page 21
30. Levitt, T. (1986), The globalization of markets, The Marketing Imagination, The Free Press, New York.
31. Bell, Martin and Keith Pavitt, Technological Accumulation and Industrial Growth: Contrasts Between Developed and Developing Country, Industrial and Corporate Change, Vol.2, No.2 (1993)
32. Kavaljit Singh.Broken commitments: The case of Pepsi in India in PIRG Update, Issue no. 1. May, 1997 , From: kaval@pirg.unv.ernet.in.
33. Philip Kotler: Marketing Management, Tsinghua university press, 2001.8, tenth edition.
34. Eugene D. Jaffe, Israel D. Nebenzahl and Israel Schorr: Strategic options of home country firms faced with MNC entry
35. Randall, Geoffrey: Branding: A Practical Guide to Planning Your Strategy Marketing in Action Series; London ; Dover, N.H. Kogan Page, 2000.
36. Yonggui Wang: An integrated framework for customer value and customer-relationship-management performance: A customer-based perspective from China , Managing Service Quality. Bedford: 2004.Vol.14, Iss. 2/3; pg. 169
37. Paris Convention for the Protection of Industrial Property of March 20,1883
38. Trademark Law of UNITED STATES OF AMERICA (UNITED STATES CODE TITLE 15, CHAPTER 22-TRADEMARKS as amended on November 29. 1999)
39. Fengru Li, Nader H Shooshtari : Brand Naming in China: Sociolinguistic Implications
40. Multinational Business Review. Detroit: Winter 2003.Vol.11, Iss. 3; pg. 3, 19 pgs
41. F C Hong, Anthony Pecotich, Clifford J Schultz II : Brand name translation: Language constraints, product attributes, and consumer perceptions in East and Southeast Asia, Journal of International Marketing. Chicago: 2002.Vol.10. Iss. 2; pg. 29, 17 pgs
42. http://www.nationalanalysts.com/marketing/brand-marketing-research/brand-id entity research.asp
43. Julian Bright: Globally challenged ,Communications International; Nov 2002; ABI/INFORM Global,pg. M4
44. Jennifer Barron; Jim Hollingshead: Brand globally, market locally, The Journal of Business Strategy; 2004; 25,1; ABI/INFORM Global, pg. 9
45. Alan Mitchell: Invited presentation: Global brands or global blands? J Consumer Studies & Home Economics, 24,2, June 2000, pp85-93
46. Stout, Kay : Thinking global? Brandweek; Mar 3, 1997; 38, 9; ABI/INFORM Global pg. 22
47. W. Fred van Raaij: globalisation of marketing communication?, Journal of Economic Psychology 18(1997) 259-270
48. T C Melewar, Maureen Meadows, Wenqiang Zheng, Richard Rickards: The influence of culture on brand building in the Chinese market: A brief insight, Journal of Brand Management. London: Jul 2004.Vol.11, Iss. 6; pg. 449, 13 pgs
49. Hong Liua and Kequan Lib : Strategic Implications of Emerging Chinese Multinationals: The Haier Case Study , European Management Journal, Volume 20, Issue 6 , December 2002, Pages 699-706
50. John Quelch, Global Brands: Taking Stock, Business strategy Review, 1999, Volumn 10 issue 1 , PP 1-14
51. http://english.cneha.com/users/index.php?TarMember=1999 The IBM/Lenovo Deal: Victory For China?