【摘要】 本文从制度理论中的合理性理论视角出发,深入剖析改革开放初期国外品牌在中国的品牌成败原因,通过内容分析和深度访谈,全面剖析国际品牌在中国成功转化所需的品牌战略和合理性,采用调研数据的结构方程模型来验证国外品牌的中国转化过程。这一结论为中国民族品牌国际化提供了新的视角和重要的借鉴作用。更多还原

【Abstract】 With in-depth interview,case study,this study,from the novel perspective(legitimacy theory from institutional theory),deeply analyzes many famous international brands and the transformation progress of famous international brands at the beginning of Reform and Open in China,by gaining the legitimacy.Based on such survey data and SEM analysis,this study proposes and tests that two brand legitimacy strategies play important roles in successful brand transformation in China.It will offer Chinese brands a novel perspective and important implications on their internationalization.更多还原