品牌本土化,是近几年来诸多国内知名企业在开拓国际市场时必须面对的问题。本文从纽约时代广场中国品牌推广的实践与效果出发,指出缺乏创新意识、以中国思维方式展示中国品牌、技术手法上未能根据展示媒介做出调整,是其现阶段存在的重要问题。而寻找文化共鸣、因地制宜、积极应对危机处理都是解决这些问题的可行性措施。 Localization of the brand is a problem many well-known domestic enterprises must face in developing the international market in recent years. Based on the practice and effect of brand promotion in Times Square in New York City, this paper points out that the lack of innovative awareness, displaying Chinese brands in a Chinese way of thinking, and the failure of technical means to make adjustments according to the medium of presentation are important issues at the present stage. Looking for cultural resonance, adjusting measures to local conditions and responding to crisis management are all feasible measures to solve these problems.