在跨国经营和全球经济一体化的背景下,各个民族正在日益成为世界经济的一部分。各国在抵制外国公司对国内市场入侵的同时,也正在努力争取把本国的产品和服务打入其他国家的市场。另外,经济一体化也推动了品牌全球化,近20年来,以品牌输出为代表的全方位输出成了国际资本流动的新特点。可口可乐、百事可乐、宝洁、通用、索尼、麦当劳、大众等诸多全球性品牌已经在世界各 Against the background of transnational operation and global economic integration, all ethnic groups are increasingly becoming part of the world economy. While boycotting foreign companies’ invasion of the domestic market, all countries are also striving to bring their own products and services into the markets of other countries. In addition, the economic integration has also promoted the globalization of the brand. Over the past 20 years, all-round output represented by brand output has become a new feature of international capital flows. Coca-Cola, Pepsi, Procter & Gamble, General Motors, Sony, McDonald’s, Volkswagen and many other global brands have been in the world