The Interaction and Optimization Strategy between Innovation Strategy and Brand Marketing in the Internationalization Process of Family Enterprises

Abstract

In the internationalization process of family enterprises, the interaction between innovation strategy and brand marketing is the core driving force for their success. This paper analyzes the mechanism of this two-way interaction: innovation strategy significantly improves brand competitiveness and value-added through product, technology and marketing model innovations, and promotes brand marketing; brand marketing guides innovation through positioning, accelerates the transformation of communication results, and provides support for innovation through brand loyalty. The study points out that the interaction is affected by multiple factors such as internal governance, resource endowment and external policies, market competition and so on. Therefore, the thesis proposes optimization strategies from the perspective of internal and external synergy: internally, it is necessary to improve the governance structure, integrate key resources, and cultivate composite talents; externally, it is necessary to strengthen the cooperation between industry, academia, and research, make use of professional service institutions, and actively utilize the policy support. This study aims to provide theoretical guidance and practical reference for family-owned enterprises to realize the positive interaction and synergy between innovation and brand in their internationalization journey.