聯想品牌的海外拓展分析

國際貿易論文編號:GM056    包括:開題報告及任務書,論文字數:8767,頁數:14

目   錄

1  聯想品牌的海外拓展成功分析 .......................2
1.1 收購IBM個人電腦事業部 ...........................2
1.2 借助體育營銷來參與奧運TOP .......................4
2  聯想品牌海外拓展的問題分析 .......................6
2.1 商標事件 ........................................6
2.2 產品多元化帶來的品牌問題 ........................7
2.3品牌自主創新不足 .................................8
3  給國內其他家電企業打造國際化品牌的啟示 ...........10
3.1 國際化的品牌命名 ................................10
3.2 通過品牌兼并快速擴大規模 ........................10
3.3 加強品牌保護意識 ................................11
3.4 運用本土行銷策略 ................................11
參考文獻 ............................................13
致  謝 ..............................................14

摘   要

     企業界有這樣一個斷語：一流企業賣品牌，二流企業賣標準，三流企業賣技術，四流企業賣產品。由此可見，品牌在今天企業競爭中的意義。今年6月，為積極響應黨中央、國務院號召，落實創新型國家戰略，加快我國獨立自主品牌建設，商務部舉行了“品牌萬里行”活動，這更讓品牌觀念深入人心。本文正是在這個大背景下完成的。
本文整合了國內外學者在相關領域的研究成果，通過對聯想品牌海外拓展過程的研究，發現其品牌國際化的成功之處在于：通過跨國并購和體育營銷，獲得了知名品牌“Think”并極大地提升了聯想品牌在國際市場的知名度；不足之處在于：對品牌的保護意識不強而導致商標在一些國家被搶注，以及由于產品多元化產生的一系列問題。由此得出一些走品牌國際化之路的規律性的東西，希望能對中國企業打造國際性知名品牌有所裨益。

【關鍵詞】品牌  品牌國際化  海外拓展  產品多元化

Abstract

There is such a definitive in business: The top-class enterprises sell brand, the second-class enterprises sell standard, the third-class enterprises sell technology, and the forth-class enterprises sell products. This shows that the competitiveness of the significance of brand. To respond to the call of the Central Government and the State Council of P.R.C., carrying out innovative national strategy and speeding up the building of self-owned brands, the Commerce Department held the campaign “Brands Travel Ten Thousand Miles” in June, 2006, which further promotes the brand attitude in China. This thesis is completed under this basis.
With the integration of the previous studies on correlative fields and studying Lenovo’s expansion to oversea market, I found the success of its brand-internationalization lies in: Through transnational mergers and acquisitions and sports marketing, gained a well-known brand 'Think' and greatly enhance the reputation of the Legend brand in the international market; And it’s inadequate protection lies : Because of lack of a strong sense of brand, its property had been registering in a number of countries, as well as a range of issues arising from product diversification. After analyzed both the success and weakness of Lenovo’s brand internationalization and summarized some rules about the brand internationalization. I hope what I did will be helpful for domestic enterprises to build globally renowned brands.

[Kew Words] Brand; Brand Internationalization;; Overseas Expand; Product Diversification