资源基础与动态能力双重视角下的品牌国际化路径研究——以华为为例

Research on Brand Internationalization Paths from the Dual Perspectives of Resource-Based Theory and Dynamic Capabilities—A Case Study of Huawei

摘要: 在全球竞争加剧背景下，中国企业的品牌国际化路径日益受到学界与业界关注。本文基于资源基础理论与动态能力理论的整合视角，构建“资源–能力–路径–再资源”分析模型，并以一家中国高科技企业为典型案例，系统剖析企业如何通过技术资源、品牌资产、组织体系与国际人才等核心资源，在动态能力的引导下实现品牌的全球演化，进而对企业资源和能力的再创造。不同于传统从市场或营销角度出发的研究，本文强调企业内生优势在品牌国际化中的路径塑造作用，揭示资源基础与动态能力如何协同驱动品牌的演进与调整。研究发现，企业品牌国际化过程呈现出“协同–独立–生态”的阶段性演进特征，资源与能力之间的互动机制是构建全球品牌价值认同的关键驱动。研究丰富了资源基础理论在品牌国际化场景下的应用维度，也为中国企业品牌出海提供了结构化的理论框架与实践启示。

Abstract: Against the backdrop of intensifying global competition, the brand internationalization paths of Chinese enterprises have attracted growing attention from academia and industry. Drawing on an integrated perspective of the Resource-Based View and dynamic capabilities theory, this paper develops an analytical model of “resources-capabilities-paths-resource renewal”. Taking a high-tech Chinese firm as a typical case, it systematically analyzes how enterprises leverage core resources including technological resources, brand assets, organizational systems and international talent to achieve the global evolution of their brands under the guidance of dynamic capabilities, and further regenerate corporate resources and capabilities. Distinct from conventional studies rooted in marketing or market perspectives, this paper highlights the path-shaping effect of firms’ endogenous advantages in brand internationalization, and reveals how resource bases and dynamic capabilities synergistically drive brand evolution and adaptation. The study finds that the brand internationalization of enterprises exhibits a phased evolutionary trajectory of “collaboration-independence-ecosystem”, and the interactive mechanism between resources and capabilities serves as a core driver for building global brand value recognition. This research expands the application scope of the Resource-Based View in the context of brand internationalization, and also provides a structured theoretical framework and practical implications for Chinese enterprises pursuing global brand expansion.