关键词：品牌、国际化品牌、国际化品牌建设、浙江中小企业
International Brand building of SMEs in Zhejiang
ABSTRACT
Competition in the international market has crossed the stage of competitive products into the brand competition era. Whether a country has an internationally famous brand,or how many international famous brands its has, have become a symbol of economic strength and international competitiveness. In the international competitions, China's enterprises have to be invincible, it must adapt to the era of brand competition, launched Brand Marketing, create its own brand in the world.
As one of China's biggest foreign trade Province, Zhejiang has larger numbers of SMEs, and its import and export business is well developed .However,there were many problems appeared during its development, such as OEM. Then what is the benefit if the SMEs of Zhejiang establish their own international brands? Is it necessary for international brand building? How to build international brand? This paper will make a study on these questions.
KEYWORDS：Brand ，International Brand，International Brand Building，SMEs in Zhejiang
