Enterprise Brand Internationalization in China: Challenges and Strategies

In recent years, brand internationalization is becoming the carrier of global economic integration and the core of competition among different countries. Nowadays, monopoly of brand internationalization has formed and the threshold of development has been raised. The means of brand internationalization are increasingly updated and the outer environment of brand internationalization for Chinese enterprises is more and more severe. In addition, Chinese enterprises are also confronted with the confusion of route selection and the restriction of their own ability of innovation, marketing, and management. Therefore, we need the government to enhance cultivation, service, and safeguard to promote the healthy development of enterprise's brand internationalization.