"Chinatown": the China brand internationalization of greatest dilemma

Keywords: Chinatown dilemma brand brand brand internationalization brand management construction

Yan Feng Shanghai Jiao Tong University Associate Professor

A pessimist, optimist. In 2005, the New York Times (The New York Times) columnist Thomas Friedman, by virtue of a "world is flat" (The World is Flat) greatly out his name. This point of view, when a utopian vision to hear is good, but the Internet really can turn the Earth into a borderless world of indifference? that 10 years ago, the United States scholar Samuel Huntington's · clash of civilizations ", the Chinese version of the introduction of the Mainland, we understand that Westerners take Chinese culture as future confrontation with Western culture, and extremely realistic predictions of the future world of conflict and contradictions.　　 Two foreigners, a pessimistic and eliminates human culture and communication and the possibility of a chord, optimistically to science and technology as constructed the world's absolute power. As a brand researchers, I borrow the domestic brands in the world trend of flat trend start is not optimistic about the prospects of internationalization. Friedman's prophecy voice before landing, ashtray, dang! a large stone in the head of the Chinese enterprises: 14 may, for the first time visiting the father of the global "positioning" — Al · Reese said in Beijing, inappropriate name has become China's largest PC ' associations in the internationalization of obstacles on the way. "For Occidental, Lenovo sounds like Italy dessert name!". Lenovo is large enough for the internationalization of enterprises?? it is so easy to make a cultural jokes. Terror is the Chinese brand will now begin to spell the word and call small call to internationalization. Take a simple search, Baidu and China's brand and internationalization of related Web pages reached 7,290,000! 2002, I personally asked in Shanghai integrated marketing communication theory · Schultz, founder of Tang, what can be called internationalization brand? old unending: global standard Unified is internationalized! but this to manufacturing to indicators point to him is normal, but for us, it is the need to guard against, simple, old man already living in an international, multicultural environment. The internationalization of the brand in the kernel, the diversity of cultures, he is not a difficult to cross the wall, but it is on the way towards internationalization, lack of experience, lack of fusion of Chinese and Western culture absolutely difficult to climb over the brand of the slope, the key question is: Chinese brands in driving price war, but rarely consciously aware to understand, learn, imitation and beyond these international brand of culture.

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