品牌在国际化过程中,由于东道国消费者文化与品牌所代表的文化之间的差异性,严重制约了品牌扩张的进程。本文基于对多国消费者购买国外品牌时的行为分析,从消费者——品牌的文化视角得出了衡量品牌国际化时文化差异的三个维度,并构建了文化差异评价模型。最后,基于该评价模型,提出了企业在品牌国际化时应对文化差异的策略。 Brand in the process of internationalization, due to the difference between the culture represented by the host country’s consumer culture and brand, has severely restricted the process of brand expansion. Based on the behavioral analysis of multinational consumers purchasing foreign brands, this paper draws three dimensions of cultural differences in brand internationalization from the perspective of consumer-brand culture and constructs a cultural difference evaluation model. Finally, based on the evaluation model, the paper puts forward the strategy of enterprises to deal with cultural differences in the internationalization of brands.