拿什么让你爱我,我的海外消费者?在不熟悉海外市场的情况下,与经验丰富的老牌国际玩家竞争,中国企业需要克服的第一个障碍就是建立品牌形象,提高品牌认可度。波士顿咨询公司合伙人兼董事总经理黄河认为,中国品牌在海外知名度低,品牌形象仍以低端为主,品牌预算和投入较少,品牌海外建设资源严重不足。而且,很多企业对于如何在海外市场建立和管理 What makes you love me, my overseas consumers? The first obstacle Chinese companies need to overcome when they are not familiar with overseas markets is to establish brand image and increase brand recognition. Huanghe, partner and managing director of Boston Consulting Company, believes that Chinese brands are low-profile overseas, low-end brand image, less brand budget and investment, and serious lack of brand overseas construction resources. Moreover, many companies how to establish and manage in overseas markets