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20世纪80年代以来,贸易、技术、资本、信息在国际间自由流动急剧升温,掀起经济全球化的滚滚潮流,席卷了世界各国各地区。与经济全球化并行不悖,品牌全球化经营已是不争的事实,并且在进入90年代后愈演愈烈。以品牌输出为代表的全方位输出成为国际资本流动的新亮点,品牌竞争成为国际竞争的焦点,全球商战日益演变成品牌战,品牌全球化经营已成为经济全球化的必然要求。我国企业面对经济一体化和品牌经营全球化的机遇与挑战,必须科学合理地进行品牌全球化决策。
Since the 1980s, the free flow of trade, technology, capital and information in the world has risen sharply, setting off a tidal wave of economic globalization and sweeping across all regions of the world. And economic globalization go hand in hand, brand globalization is an undisputed fact, and intensified after entering the 90's. Global output represented by brand output has become a new bright spot in international capital flows. Brand competition has become the focus of international competition. Global business war has evolved into a brand war. The globalization of brand management has become a necessary requirement of economic globalization. In face of the opportunities and challenges of economic integration and brand management globalization, Chinese enterprises must make scientific and rational decisions on brand globalization.