中国品牌授权国际化思考

中国品牌授权国际化思考
 
摘 要：品牌授权起源于欧美，日本、韩国的品牌授权也开始蓬勃发展。在过去10年中，无论是在发展中国家还是发达国家，品牌授权都已经被证明是1种行之有效的经营模式，被西方发达国家称为“21世纪最有前途的商业经营模式”。中国作为世界生产基地，能够生产出高质量、低成本的产品，是中国发展授权业的优势。本文从中国品牌授权的实际情况和发展现状给出相关的针对性的解决方案，希望中国品牌授权的国际之路可以走得更快更远。

关键字：品牌授权；品牌国际化；自创品牌 

Chinese Brand Authorization Internationalization Ponder
 
Abstract: The brand authorization originates from Europe，America and Japan ,The brand authorization in Korean also begins to develop vigorously. The turnover of the world authorized products has exceeded two hundred thousand million every year，and it is increased year by year，the most developed authorization industry of America covers a portion of 65 percent of the world authorization industry. The annual average turnover of the authorized products can reach one hundred and five thousand million dollars. In face of the rich profits of the authorization industry, China only covers a portion of less than 0.5 percent of the world authorization industry and most of the agents who accept the authorizations of international brand mainly come from TaiWan and HongKong,In the past ten years, the brand authorization has already proved an effective managerial model no matter in the developing countries or in the developed countries, and it is called by the developed western countries  “the most prospective commercial managerial model in the 21st century”. As a manufacture base ,China can produce goods in high quantity and low cost.It is the advantage of Chinas authorization industry.The paper here gives some relevant measures proceed from the actual conditions and  develop situations of the brand authorization of China,and hope the road of brand authorization of China can go much further and better.

Keywords: brand authorization brand internationalization self-creative brand （科教范文网http://fw.nseac.com）