中國品牌授權國際化思考
摘 要：品牌授權起源於歐美，日本、韓國的品牌授權也開始蓬勃發展。在過去10年中，無論是在發展中國家還是發達國家，品牌授權都已經被證明是1種行之有效的經營模式，被西方發達國家稱爲“21世紀最有前途的`商業經營模式”。中國作爲世界生產基地，能夠生產出高質量、低成本的產品，是中國發展授權業的優勢。本文從中國品牌授權的實際情況和發展現狀給出相關的針對性的解決方案，希望中國品牌授權的國際之路可以走得更快更遠。
關鍵字：品牌授權；品牌國際化；自創品牌
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 is the advantage of Chinas authorization 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