中国乳业品牌国际化战略初探

摘要

In recent years, domestic dairy companies have been strengthening the cooperation with international market. Internationalization development is becoming industry new normal and new trend. Nevertheless, current dairy internationalization development is still at primary stage. “Going-out” just aims to break through resource constraints and seek high-quality & cheap-price milk resources. Dairy companies hope to win the trust of Chinese consumers through internationalization to meet domestic market demand. To create internationalization brands is the necessary access to realize sustainable development of dairy companies, which will step on a higher level of brand internationalization development in the future.%近年来，国内乳企与国际市场的合作不断深化，国际化发展正在成为行业新常态、新趋势。但目前我国乳企国际化发展尚处于初级阶段，“走出去”仅为突破资源约束、寻求质优价廉奶源，并希望通过国际化来赢得国内消费者信任，面对的主要是国内市场需求。打造国际化品牌是中国乳制品企业实现可持续发展的必要途径，未来将向高层次的品牌国际化发展。