基于“一带一路”沿线国家分类的建筑企业国际品牌形成策略研究

从品牌要素视角出发，以中国建筑企业为例，从“一带一路”沿线不同类型国家中选取印度、新加坡、阿尔及利亚3个代表性国家，运用多元回归分析方法研究他们对建筑企业国际品牌要素的偏好。结果表明，不同类型国家对建筑企业国际品牌要素偏好存在显著差异，技术创新能力和国际建设经验要素对在以印度为代表的近距离型国家塑造建筑企业国际品牌有重要促进作用；人力资源水平、风险管控能力、盈利能力、技术创新能力要素对在以新加坡为代表的中距离型国家塑造建筑企业国际品牌有主要促进作用；技术创新能力、社会责任履行质量、风险管控能力要素对在以阿尔及利亚为代表的远距离型国家塑造建筑企业国际品牌有重要促进作用。该研究可为我国建筑企业制定国际品牌战略以及在“一带一路”沿线不同类型国家跨国营销中策略制定提供一定的理论基础。

Research on the Strategy of International Brand Formation of Construction Enterprises Based on the Classification of Countries Along the Belt and Road

From the perspective of brand elements and taking Chinese construction enterprises as an example,three representative countries including India,Singapore and Algeria are selected from different types of countries along the Belt and Road to analyze their preferences for international brand elements of construction enterprises with multiple regression analysis method.The results show that there are significant differences among different types of countries in terms of preferences for international brand elements of construction enterprises.The technological innovative ability and international construction experience factors have a promoting effect on building international brand of construction enterprises in proximity countries such as India.Human resources,risk control ability,profitability and technological innovative ability promote the building of international brand of construction enterprises in middle-distance countries such as Singapore.The technological innovative ability,the quality of social responsibility fulfillment,and the risk control ability promote the building of international brand of construction enterprises in distant countries such as Algeria.This study can provide theoretical basis for Chinese construction enterprises to formulate international brand strategy and strategy formulation in transnational marketing of countries along the Belt and Road.