Research on Brand Internationalization for the Listed High-Tech Enterprises in Beijing

According to the standard published by the Beijing Municipal Science and Technology Commission for high-tech enterprises, there have been 130 listed high-tech enterprises in Beijing by 2012 March, with 74 enterprises having completed the brand internationalization. Based on the information collected through annual reports, the websites and other public information of these 74 high-tech enterprises which have completed brand implementation, this paper analyzed the current situation of brand internationalization for listed high-tech enterprises in Beijing. The study proved that such listed high-tech enterprise in Beijing enjoyed favorable situations with main overseas markets in Asia, Europe and America. They entered the overseas markets mainly by setting up overseas subsidiaries. Despite of their high degree of capital internationalization, they were in extreme shortage of international talents. Normally they adopted two major methods for brand development: OEM-OBM and the independent brand.