品牌自信视角下中国民族品牌的品牌国际化战略和影响机制研究

With the great improvement of Chinese economy and technology, some Chinese Local Brands (e.g. Huawei & Lenovo) have gained the outstanding perfomances in their brand internationaliztion. Meanwhile, the more and more government policies, practitioners and academics strongly support brand confidence building of Chinese Local Brands to cope with the present international competition. However, based on the brand weakness, the extant research on the internationalization of Chinese Local Brands is limited in buyer confidence and still silent on brand confidence building of Chinese Local Brands in their brand internationalization. Therefore, this project, from a brand confidence view, focused on how to improve the brand equity of Chinese Local Brands in their brand internationalization through enhancing brand confidence of Chinese Local Brands and on brand internationlization strategies of Chinese Local Brands, their effect mechanism and dynamic process with the conditions of different cultures, B2B and B2C markets, and online & offline based on the theories of brand internationalization, confidence, organization confidence, consumer confidence, consumer ethnocentrism, national-brand consciousness, and CBBE etc. Then, this project uses depth interview, focus group, context analysis, case study, survey, experiment, and simulation etc. to test the brand internationalization strategies of Chinese Local Brands and their effect mechanism and make cross-culture, B2B and B2C markets, and online & offline studies,finally leading to enhance their brand equity. The future findings can not only enrich the theories of strategic brand management and international marketing, but also offer vital managerial implications to the internationlization of Chinese Local Brands.

随着中国经济和技术发展，中国民族品牌（如华为和联想）在品牌国际化中已崭露头角。同时，国家政策、业界和学界对以建设中国民族品牌的品牌自信来应对国际化竞争的呼声也愈来愈高。但现有民族品牌的国际化相关研究大都立足于民族品牌的弱势视角，局限于从顾客自信方面展开，较少回应当今中国民族品牌国际化中品牌自信建设的迫切呼声。因此，本项目将从品牌自信视角出发，围绕如何通过改善中国民族品牌的品牌自信来提升其国际化中的品牌资产，结合品牌国际化、自信、组织自信、顾客自信、消费者民族中心主义、国货意识和CBBE等相关理论，分析在不同文化、不同市场以及线上线下背景下的品牌国际化战略，探讨其影响机制和动态过程，运用深度访谈、焦点小组、案例研究、调研、实验和仿真等方法，验证品牌自信视角下民族品牌的品牌国际化战略及其影响机制。预期成果既可丰富现有战略品牌管理和国际营销理论，也为中国民族品牌国际化提供重要实践指导。

随着中国经济和技术发展，中国民族品牌（如华为和联想）在品牌国际化中已崭露头角。同时，国家政策、业界和学界对以建设中国民族品牌的品牌自信来应对国际化竞争的呼声也愈来愈高。但现有民族品牌的国际化相关研究大都立足于民族品牌的弱势视角，局限于从顾客自信方面展开，较少回应当今中国民族品牌国际化中品牌自信建设的迫切呼声。因此，本项目将从品牌自信视角出发，围绕如何通过改善中国民族品牌的品牌自信来提升其国际化中的品牌资产，结合品牌国际化、自信、组织自信、顾客自信、消费者民族中心主义、国货意识和CBBE等相关理论，分析在不同文化、不同市场以及线上线下背景下的品牌国际化战略，探讨其影响机制和动态过程，运用深度访谈、焦点小组、案例研究、调研、实验和仿真等方法，验证品牌自信视角下民族品牌的品牌国际化战略及其影响机制。该项目取得以下成果：科研论文发表在《Personnel Psychology》（ABS 4星期刊）、《Journal of Brand Management》（国际品牌研究2本知名SSCI期刊之一）、《南开管理评论》等期刊上，并荣获湖北省社科优秀成果奖等，而且获得省委领导批示。这些成果既可丰富现有战略品牌管理和国际营销理论，也为中国民族品牌国际化提供重要实践指导。