Optimization Model of Chinese Enterprise Brands

Conference paper
Part of the Lecture Notes in Electrical Engineering book series (LNEE, volume 220)


The world’s market has entered into an age in which the enterprise brands are competing with each other highly intensively and the multinational businesses or operations are taking full advantage of the cross-cultural management at the same time. In the mean time, the range of the internationalization of the enterprise brands is getting broader and broader, and there is no exception to the depth of such a kind of internationalization. The differences as well as the conflicts, which exist among the different kinds of the cultures has transformed into one of the most important factors to impose a great number of restrictions on the process of the enterprises getting into internationalization. In this chapter, the author makes a detailed analysis on the cultural barriers, which appear in the process of Chinese enterprise brands getting into internationalization. The purpose for the author to make this analysis is attempting to make a choice on an appropriate model from the perspective of the cross-cultural management and also seeking for the new ideas which can be utilized to promote the enterprise brands in China to get into the internationalization with a better effect.


Brand Internationalization Cultural differences Cross-cultural management 


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Copyright information

© Springer-Verlag London 2013

Authors and Affiliations

  1. 1.Tourism College of ZhejiangHangzhouChina

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