I 摘要 随着科技的不断发展和智能手机的普及，消费类电子产品、蓝牙视听产品需求 呈爆炸式增长，电子消费类产品海内外展会海，手机配件类产品买家的采购量连续 6年攀升。消费类电子产品及相关配件行业发展势头迅猛。越来越多的中国的自主 品牌企业开始开拓国际化路线，品牌战略是这个过程中一个关键的重要环节。 小米手机在东南亚已经形成了一定的影响力，也改变了东南亚消费者对中国手 机及配件产品的旧认知，智能手机市场需求增大，带来了手机配件需求量的逐年升 高。东南亚国家是亚洲增长最快的经济体之一，电子产品消费市场和各大电商平台 近年来均蓬勃发展，具有极大的市场潜力。PY公司从2013年开始就开拓海外市场， 但目前客户群体以欧美国家为主，原有自主品牌的产品定位、产品设计和产品价格 体系都无法完全适应东南亚国家市场，PY公司海外人员管理经验方面也欠缺，为了 品牌产品能进入并迅速适应东南亚这个重要市场，需对品牌发展重新规划，对产品 进入东南亚市场采用适当的、顺应当地消费者习惯和当地文化的策略。 本文以PY公司为研究对象，以品牌战略、市场营销等相关理论作为指导，基 于文献研究法进行总结，运用PEST分析模型，实地调研对东南亚部分国家政策、经 济、当地电子产品市场概况以及当地人文环境进行分析。通过SWOT法，结合PY公 司的发展现状和品牌发展规划以及PY产品本身的优劣势，运用PEST模型分析了国 家外贸政策、东南亚经济人文和技术环境，通过波特五力模型分析了PY品牌产品在 东南亚市场的竞争对手、进入威胁、替代品威胁、供应商和消费者议价能力。进而 分析了产品进入策略、品牌传播策略和管理实施策略等。探究了各自策略的可行性， 从而提出了“快模型”生存战略、双品牌等品牌战略和战略目标。期望本文对PY 公司品牌发展东南亚国家业务，以及国内同类型企业开展东南亚国家业务带来一定 的参考价值。 关键词: 自主品牌，品牌建设，品牌竞争战略，跨文化营销，东南亚国家 广东工业大学硕士学位论文 II Abstract With the continuous development of science and technology and the popularization of smart phones, the demand for consumer electronic products and Bluetooth audio-visual products is growing explosively. At home and abroad exhibitions of consumer electronic products, the purchase volume of mobile phone accessories products has risen for six consecutive years. The industry of consumer electronic products and related accessories is developing rapidly. More and more Chinese independent brands begin to internationalize, and brand strategy is an essential part of brand internationalization. Xiaomi mobile phone has formed a certain influence in Southeast Asia, and also changed the old cognition of Southeast Asian consumers on China's mobile phone and accessories products. The demand for smart phone market has increased, bringing the demand for mobile phone accessories increasing year by year. Southeast Asian countries are one of the fastest growing economies in Asia. The consumer market of electronic products and major e-commerce platforms have been booming in recent years, with great market potential. PY company has been exploring overseas markets since 2013, but at present, its customer base is mainly European and American countries. The product positioning, product design and product price system of the original independent brand can not fully adapt to the market of Southeast Asian countries, and the overseas personnel management experience of PY company is also lacking. In order to enter and quickly adapt to the important market of Southeast Asia, brand development is required Re plan and adopt appropriate and appropriate consumer habits and local culture strategies for products entering Southeast Asian market. This paper takes PY company as the research object, takes brand strategy, marketing and other related theories as the guidance, summarizes based on the literature research method, uses PEST analysis model, and conducts on-the-spot investigation to analyze the policies, economy, local electronic product market overview and local people's cultural environment of some countries in Southeast Asia. Abstract III Through the SWOT method, combined with the development status and brand development planning of PY company and the advantages and disadvantages of PY products themselves, this paper analyzes the national foreign trade policy, Southeast Asian economic, cultural and technological environment by PEST model, and analyzes the competitors, entry threats, substitutes threats, suppliers and consumers' bargaining power of PY brand products in Southeast Asian market by Porter five force model. Then it analyzes the product entry strategy, brand communication strategy and management implementation strategy. This paper explores the feasibility of each strategy, and then puts forward "fast model" survival strategy, double brand and other brand strategies and strategic objectives. It is expected that this paper will bring some reference value to the brand development of PY company in Southeast Asian countries, as well as the domestic enterprises of the same type in Southeast Asian countries. Key words: Independent Brand, Brand Building, Brand competition Strategy, Cross-cultural marketing, Southeast Asian countries 广东工业大学硕士学位论文 IV 目 录 摘要 ........................... I ABSTRAUCT ............... II 目录 ......................... IV CONTENTS ............... VII 第一章 绪论 ............. 1 1.1 研究背景与意义 ......................... 1 1.1.1 研究背景 ........................... 1 1.1.2 研究意义 ........................... 2 1.2 国内外研究现状 ......................... 3 1.2.1 国外研究现状 ................... 3 1.2.2 国内研究现状 ................... 4 1.3 研究方法与内容 ......................... 5 1.3.1 研究方法及技术路线 ........ 6 1.3.2 研究内容、目标及拟解决问题 ....................... 7 第二章 品牌战略研究的理论基础 ......... 8 2.1品牌核心概念 ............................. 8 2.1.1品牌 ... 8 2.1.2自主品牌 .......................... 8 2.1.3品牌战略 .......................... 8 2.1.4跨文化品牌战略 ............... 9 2.2 品牌战略的相关理论 ................. 9 2.2.1品牌模式选择 .................. 9 2.2.2品牌识别界定 ................ 10 2.3 跨文化品牌战略相关理论 ....... 10 2.3.1跨文化品牌传播 ............. 10 2.3.2跨文化品牌管理 ............. 10 2.3.3跨文化品牌危机应对 ..... 10 目录 V 2.4分析和研究的理论工具 ............... 11 2.4.1 PEST分析模型 ................... 11 2.4.2波特五力模型分析 ............ 11 2.4.3 SWOT分析模型 ................. 12 2.4 本章小结 ...... 12 第三章PY公司发展及品牌国际化现状与问题 ........................ 13 3.1 PY公司发展概况 .......................... 13 3.1.1行业背景 .......................... 13 3.1.2公司简介 .......................... 14 3.1.3品牌运营和战略 .............. 13 3.2品牌国际化现状 ........................... 16 3.2.1 PY品牌国际化情况 .......... 16 3.2.2 PY海外展会及代理商现状 ............................. 16 3.3 PY品牌产品现状 .......................... 17 3.3.1公司产品研发及技术现状 .............................. 17 3.3.2产品优点 ......................... 21 3.3.3产品进入东南亚市场现况 .............................. 23 3.4本章小结 ....... 24 第四章 PY公司进入东南亚电子产品市场的环境分析 .............. 25 4.1 PEST分析 ...... 25 4.1.1东南亚外资企业入驻政策及中国外贸补贴政策分析 .................. 25 4.1.2东南亚经济环境特征分析 .............................. 27 4.1.3东南亚社会人文环境分析 .............................. 30 4.1.4东南亚电子产品技术环境分析 ...................... 32 4.2东南亚电子产品行业五力模型分析 ............................ 33 4.2.1 东南亚市场同类产品主要竞争对手分析 ...... 33 4.2.2东南亚手机配件市场进入威胁分析 ............... 34 4.2.3替代品的替代威胁分析 ... 35 4.2.4 供应商议价能力分析 ..... 35 4.2.5消费者议价能力分析 ........ 36 广东工业大学硕士学位论文 VI 4.3 PY公司目前在东南亚市场面临的问题分析 .................... 39 4.3.1文化及消费者认知差异问题 ............................ 39 4.3.2东南亚电子市场不集中带来的选址问题 ......... 39 4.3.3员工跨国管理问题 ............. 40 4.3.4 跨文化品牌管理问题 ........ 40 4.4 PY公司产品进入东南亚市场SWOT分析 ........................ 41 4.5投资收益分析 ..... 44 4.6 本章小结 ............ 45 第五章PY公司进入东南亚的自主品牌战略规划与实施 ............ 46 5.1品牌的战略目标 . 46 5.1.1总体战略目标 ........................ 46 5.1.2具体战略目标 .......