The competitive capability embraced by Chinese enterprises for developing international brands- case study for L.H and Li company
碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 97 === 21st century, as being described in the book “The World is Flat” written by Tomas Friedman, is a flat world with unlimited business opportunities generated by globalization whereas the competition within is also fierce. In order to be competitive in this...
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ndltd-TW-097NCCU53881472015-10-13T18:20:41Z http://ndltd.ncl.edu.tw/handle/67778972233904147671 The competitive capability embraced by Chinese enterprises for developing international brands- case study for L.H and Li company 中國企業品牌國際化發展關鍵能力之研究─以L、H與Li公司個研究為例 張麒鎔 碩士 國立政治大學 經營管理碩士學程(EMBA) 97 21st century, as being described in the book “The World is Flat” written by Tomas Friedman, is a flat world with unlimited business opportunities generated by globalization whereas the competition within is also fierce. In order to be competitive in this context of global market environment, it is recognized by growing Chinese enterprises the importance to win in domestic China market first, where being identified as the next biggest consumption market after U.S, further to develop company competence for wining a place as an international brand. It is also being acknowledged that Chinese enterprises have to experience continuous business process as well as management philosophy evolvement in order to achieve this ultimate goal – building an International Brand in global market. The tendency of the local brand to be international is as well an index to observe the competitive ability of a country in global market. While year 2008 is the 30th anniversary for China's reformation, the potentials for current Chinese enterprises to develop International Brands also speak for China national competence. It is a focus to examine the competitive capability embraced by Chinese enterprises for developing international brands while reviewing current global commercial markets. This study aims to exploit the competitive capability within Chinese enterprises to develop international brands, which include Core Competency, Innovation Sustainability, Environment Adaption, and Organization Capability. In addition, four stages for Brand Management process are also reviewed: Brand Evaluation, Market Entry, Brand Marketing as well as Brand Execution. Case study is the methodology applied in the study, in which four Chinese enterprises – L company in 3C industry, H company in domestics appliances industry, Li company in sport retailing industry, are presented with in-depth interview conducted from L company, H company, Li company in year 2009. 楊建民 2009 學位論文 ; thesis 80 zh-TW |
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碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 97 === 21st century, as being described in the book “The World is Flat” written by Tomas Friedman, is a flat world with unlimited business opportunities generated by globalization whereas the competition within is also fierce.
In order to be competitive in this context of global market environment, it is recognized by growing Chinese enterprises the importance to win in domestic China market first, where being identified as the next biggest consumption market after U.S, further to develop company competence for wining a place as an international brand. It is also being acknowledged that Chinese enterprises have to experience continuous business process as well as management philosophy evolvement in order to achieve this ultimate goal – building an International Brand in global market.
The tendency of the local brand to be international is as well an index to observe the competitive ability of a country in global market. While year 2008 is the 30th anniversary for China's reformation, the potentials for current Chinese enterprises to develop International Brands also speak for China national competence. It is a focus to examine the competitive capability embraced by Chinese enterprises for developing international brands while reviewing current global commercial markets.
This study aims to exploit the competitive capability within Chinese enterprises to develop international brands, which include Core Competency, Innovation Sustainability, Environment Adaption, and Organization Capability. In addition, four stages for Brand Management process are also reviewed: Brand Evaluation, Market Entry, Brand Marketing as well as Brand Execution. Case study is the methodology applied in the study, in which four Chinese enterprises – L company in 3C industry, H company in domestics appliances industry, Li company in sport retailing industry, are presented with in-depth interview conducted from L company, H company, Li company in year 2009.
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楊建民 |
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楊建民 張麒鎔 |
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張麒鎔 |
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張麒鎔 The competitive capability embraced by Chinese enterprises for developing international brands- case study for L.H and Li company |
author_sort |
張麒鎔 |
title |
The competitive capability embraced by Chinese enterprises for developing international brands- case study for L.H and Li company |
title_short |
The competitive capability embraced by Chinese enterprises for developing international brands- case study for L.H and Li company |
title_full |
The competitive capability embraced by Chinese enterprises for developing international brands- case study for L.H and Li company |
title_fullStr |
The competitive capability embraced by Chinese enterprises for developing international brands- case study for L.H and Li company |
title_full_unstemmed |
The competitive capability embraced by Chinese enterprises for developing international brands- case study for L.H and Li company |
title_sort |
competitive capability embraced by chinese enterprises for developing international brands- case study for l.h and li company |
publishDate |
2009 |
url |
http://ndltd.ncl.edu.tw/handle/67778972233904147671 |
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