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文章由“中国名牌战略发展国际论坛”来探究跨国公司品牌管理发展的四个态势:由品牌全球推广转向品牌全球保护;由自主品牌推广转向特许品牌运营;从核心技术转向以品牌为主导来塑造新型世界公司;由产品销售转向关注中国市场知识产权保护。在探寻跨国公司品牌中国运作方针成功的同时,力在寻求中国本土企业自创品牌的未来发展之路。
The article explores four trends in the development of brand management in multinational corporations from the “China Famous Brand Strategy Development International Forum” to the global trend of branded management development of multinational corporations: the shift from brand promotion to the global protection of brands; the shift from independent brand promotion to the operation of franchised brands; the shift from core technology to brand-oriented To shape a new world of companies; from product sales to focus on the Chinese market, intellectual property protection. While exploring the successful operation of multinational corporations in China, we are seeking the future development of our own local brands in China.