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近年来,我国多位领导人频繁出访欧洲,释放出看好欧洲前景的信心以及愿与欧洲实现互利互赢的决心。在此背景下,我国政府和本土企业都需要进一步思考如何开拓欧洲市场的问题,找出正确的思路和对策。本文提出在此背景下,中国企业欲将有效开拓欧洲市场必须树立良好的国家品牌形象,创建强大的品牌资产,并将中国传统文化的气质孕育其中;大力实施国家品牌化战略。
In recent years, many leaders of our country have been visiting Europe frequently, releasing their confidence in promising the European outlook and their determination to achieve mutual benefits and win-win with Europe. In this context, both our government and local enterprises need to further think about how to develop the European market and find out the correct ideas and solutions. This paper proposes that in this context, Chinese enterprises must establish a good national brand image, create strong brand equity, breed the temperament of Chinese traditional culture, and vigorously implement the national branding strategy if they want to effectively develop the European market.