国际化不是一项简单的任务，进行国际投资是一项极具挑战性的责任。一些中国跨国企业面临着一系列问题。改革开放20年来，中国大型企业的竞争能力与国际巨头相比是极其薄弱的。与发达国家的跨国公司相比，中国企业有其特有的弱点。为了应对这些困难和风险，中国企业应该通过品牌优势和差异化来建立新的能力(Xu and Meyer, 2013)。
Internationalizing is not a simple task and making international investment is an extremely challenging responsibility. Some international Chinese businesses have faced a number of issues. The competitive ability of the large businesses of China since the reform of two decades is extremely weak when compared to international giants. In comparison with multinationals from well-developed nation, there are specific weaknesses among firms of China. For dealing with these difficulties and risks, the companies of China should establish new capabilities by brand advantages and differentiation (Xu and Meyer, 2013).
Differentiation depicts the demonstration of strengths and differences in comparison with other product range. An advantage of brand will assist in establishing a well-recognized brand. The customers must have the willingness of paying high price for product ranges even though the product range has similar functions and quality as others. The recognition of brand has specific significance in customer market platform, like the ones for mobile phones, household products, customer electronics, clothing, beverages and automobiles . It is worth noting that there can be no overnight achievement of a well-recognized brand as there is a crucial need for continuous investment. By the liability of internationalization reduced appropriately, the management of global company should overcome the variations involved in styles of management and organizational culture.
China can be identified as the biggest recipient for inward flows of direct investment. There is also an active interest of government policy in inward transfer of technology. The success of China to attract the inflowing FDI has been documented extremely well. However, there is less knowledge about initially developing the going-out strategy of China This contributes in encouraging domestic businesses for participating across the global capital market and for making direct international investment. Even though the outgoing globalization of Chinese businesses is small scale and recent, there is less doubt about the continuous future growth of China.