CAJ | 학술논문

从品牌国际化与品牌战略系统两个概念引申出品牌国际化战略系统的概念，基于全球企业社会责任实践导致品牌国际化战略生态发生变化的实际情况，认为品牌国际化战略系统中应引入企业社会责任这一重--素，并以战略协同理论为依据、以促进品牌国际化战略系统的内外部协同为目标提出企业社会责任协同的策略。最后，以泉州安踏品牌国际化战略中的社会责任协同为例进行了分析。
종품패국제화여품패전략계통량개개념인신출품패국제화전략계통적개념，기우전구기업사회책임실천도치품패국제화전략생태발생변화적실제정황，인위품패국제화전략계통중응인입기업사회책임저일중--소，병이전략협동이론위의거、이촉진품패국제화전략계통적내외부협동위목표제출기업사회책임협동적책략。최후，이천주안답품패국제화전략중적사회책임협동위례진행료분석。
This paper develops a concept of brand internationalization strategic system from the concepts of brand internationalization and brand strategic system.Based on the global CSR practice which leads to the change of brand internationalization strategic ecology,the paper holds that CSR should become an important element of brand internationalization strategic system.According to the rationale of strategic synergy,the tactics of synergic CSR are put forward in order to promote the synergy of the brand internationalization strategic system.In the end,a case study on how CSR creates synergy of ANTA brand internationalization strategy is introduced.