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国际竞争国内化和国内竞争国际化 ,使得每个企业都自觉不自觉地经受着全球性竞争的冲击 ,跨国经营的充分发展使得品牌经营全球化。我国企业在品牌全球化经营中存在障碍 ,中国品牌在迈向全球经营的道路上 ,应努力淡化品牌的个人化色彩 ,超越狭隘的民族观念 ,实行品牌专业化经营。
The internationalization of international competition and the internationalization of domestic competition make each enterprise consciously and unconsciously withstand the impact of global competition. The full development of multinational operation makes the globalization of brand management. Chinese enterprises in the globalization of brand management there are obstacles in the Chinese brand in the road towards global operations should strive to dilute the brand's personal color, beyond the narrow concept of nationality, the implementation of brand specialization.