Research on the Internationalization of Time-honored Brands Under the Background of The Digital Economy

Abstract

The new economic normal and high-quality development make brand internationalization a high-frequency vocabulary in the current innovation and development of Chinese enterprises, which is an important way for enterprises to transform and upgrade. As a Chinese brand business card, on the one hand, China's time-honored brand should shoulder the responsibility of China's local brands going international, and on the other hand, it needs to find innovative ways to solve the problem of aging in the fierce international market competition. Based on this, on the basis of the relevant research results of scholars at home and abroad, starting from the concepts of Chinese time-honored brands and brand internationalization, this paper explains the inevitability and feasibility of time-honored brand internationalization, analyzes a series of problems existing in the process of brand internationalization, and puts forward corresponding countermeasures according to their problems, which is of enlightening significance for completing the digital transformation of time-honored brands in the internationalization process.