The Promotion of Chinese Enterprises International Branding: A Country Branding Perspective
Chinese brands have already suffered negative perceptions in the international market, and it is still difficult for them to possess the end-user resources. We believe that the principal reason for this situation is that Chinas national image has not been approved by the international buyers and that China has not built up enough country brand equities to support its firms international branding. This paper analyses the interactive relationship between the country brand and the enterprise brand, and points out that it is possible to improve a countrys image by virtue of country branding. With its ever-increasing economic strength and standing, China should also change timely its national image by introducing country branding, thus promoting its enterprises international branding activities. Finally, the paper puts forward some measures that could be taken in Chinas country branding to support Chinese brands internationalization.
Country branding Country image International branding Chinese enterprise
YAN Zhi-jun YOU Hong-bing
School of Economics & Management, Nanjing University of Science & Technology, P.R.China
国际会议
4th International Symposium on Soft Science Innovation Nation：Theory and Practice(第四届软科学国际研讨会)
北京
英文
657-664
2006-11-28（万方平台首次上网日期，不代表论文的发表时间）