CAJ | 학술논문

基于品牌国际化升级的多案例研究，利用路径依赖理论探究了我国企业品牌经营和国际品牌经营存在巨大差异的形成机制。通过对国际顶端品牌的对比研究，发现我国机遇型企业要摆脱弊端，创建国际化长青品牌，必须从经验主义升级到方法论，通过学习、超越国际上经典和领先的品牌原理及方法论，借助中国经济形态在国际上的独特竞争优势，打造与世界竞争同步的国际化大品牌，这样才能使得品牌成功从偶然性向必然性转变，成就国际化长青品牌。
기우품패국제화승급적다안례연구，이용로경의뢰이론탐구료아국기업품패경영화국제품패경영존재거대차이적형성궤제。통과대국제정단품패적대비연구，발현아국궤우형기업요파탈폐단，창건국제화장청품패，필수종경험주의승급도방법론，통과학습、초월국제상경전화령선적품패원리급방법론，차조중국경제형태재국제상적독특경쟁우세，타조여세계경쟁동보적국제화대품패，저양재능사득품패성공종우연성향필연성전변，성취국제화장청품패。
Based on the brand internationalization upgrade case study, using the theory of path dependence explores our country enterprise brand management and international brand management mechanism for the formation of huge differ- ences. Through the comparison study of international top brands, find opportunities for enterprises to get rid of the disad- vantages in our country. To create international evergreen brand, must from empiricism to upgrade to the methodology, through learning, beyond classic and leading brand on the international principle and methodology. With the aid of the Chi- nese economy form unique competitive advantage in the world, create synchronization with the world competition interna- tionalization big brand, so as to make the brand successful transition from contingency to necessity, achievement evergreen brand internationalization.