【摘要】 外向型企业品牌国际化的前提是转变企业经营模式,即从传统的OEM经营模式最终转变为OBM模式。论文以广东外向型企业为例,在界定品牌国际化及其研究意义的基础上,提出了外向型企业品牌国际化的市场路径与选择方案,为后金融危机时期广东乃至全国的外向型中小企业品牌国际化进程提供了理论指导。更多还原

【Abstract】 To change the management mode is the premise of Global branding of Guangdong export-oriented enterprise,namely the transformation from the traditional OEM business model into OBM mode.This paper takes Guangdong export-oriented enterprises for example,and bases on the definition and significance of the global branding,proposes global branding paths of Guangdong export-oriented enterprises.This will provide the theoretical guidance for Global branding of Guangdong export-oriented enterprise after post-financial crisis.更多还原