Lenovo Group brand international research
|School||Capital University of Economics|
|Keywords||Enterprise internationalization Brand Internationalization Association Famous IT companies Revelation|
Marketing rely on the brand, the more useful of the broad market than the wide factory -to-business , and access to the broad market need to have a well-known international brands . Today , brand competition has become the most important areas of market competition . With the globalization of the world economy and the deepening of the integration process , the domestic market to international competition is becoming increasingly prominent , on the one hand , part of the domestic enterprises began to focus on the internationalization of the brand in the internationalization process , on the other hand , the domestic enterprises increasingly facing the fierce competition in international business in the Chinese market . In recent years , more and more Chinese enterprises to embark on the road of internationalization of the brand . This article from the perspective of international brands , enterprise internationalization and brand the international theoretical knowledge , methods and tools , combined with the status quo and development trend of international enterprise internationalization and brand from the international perspective of international brands importance to Lenovo Group brand internationalization process as the research object , the Lenovo Group to make a comparison on the basis of the international introduces its brand strategy system analysis further pointed out that some of the problems that exist in the process of internationalization of its brand , while drawing on international on famous IT companies , brand internationalization strategy , and concludes with a the Lenovo brand internationalization corresponding countermeasures and suggestions . Other domestic enterprises , especially other IT companies brand international development will provide a valuable learning experience , and has a very important practical significance . This paper studies suggest that the Lenovo brand internationalization process of international brand development of Chinese enterprises with operational significance , the biggest beneficiaries of the IT industry as a whole should no doubt . Chinese enterprises should Lenovo example, do to increase brand awareness in international brand development , strengthen brand management strategy , to take a variety of brand international expansion way , standardization and localization combined to enhance the brand image and value of nurturing business core competitiveness , improve the competitiveness of the brand , brand assets protected by international trademark registration .