Analysis of the Brand Internationalization Status and Development Environment of Chinese Enterprises

Driven by the wave of economic globalization in the 21st century, brand internationalization has become an important strategic choice for the enterprise and even the national level. With the internationalization of the market, the transnational of enterprises, the multinational capital and the intensification of competition, the brand has become a key indicator to measure the economic strength of a country or region. Although Chinese enterprises have cost and product advantages in the international market, their brand advantages are relatively weak, which leads to the limited image of Chinese products in overseas markets, and faces intellectual property challenges and dumping charges. To meet this challenge, the Chinese government has included independent innovation and brand building as the focus of the 11th Five-Year Plan since 2005, with the aim of enhancing international competitiveness. However, Chinese enterprises still face many problems in the process of brand internationalization, including the lack of brand strategy, the lack of understanding of the importance of brand internationalization, and the lack of grasp of development models and methods. At present, the theoretical research of brand internationalization has not yet formed a systematic framework, and there is a relative lack of systematic research on enterprise brand internationalization. Moreover, the practical history of Chinese enterprises in this field is relatively short, which provides a broad space for theoretical research and practical exploration. This paper aims to provide theoretical reference and strategic guidance for Chinese enterprises to enhance their brand competitiveness in the international market through in-depth study of the theory and practice of brand internationalization. Through the elaboration of the relevant theory of brand internationalization, the analysis of the development environment of Chinese brand internationalization, and the construction of the development strategy and mode of enterprise brand internationalization, this paper discusses the support system of brand internationalization development, in order to provide systematic theoretical support for the road of brand internationalization of Chinese enterprises.