摘要
20世纪90年代以来,跨国公司进人了品牌全球化的竞争时代。品牌竞争成了跨国公司国际竞争中最显著的表现形式之一。同时,跨国经营也进入了跨文化管理的时代。跨国公司品牌全球化的范围越广、程度越深,不同文化之间的差异性及其敏感性就越来越成为一种制约品牌传播的重要因素。因此,如何在不同文化的冲突下进行品牌全球化,成为跨国公司高度关注的主要经营问题之一,而且也成为值得探索的理论问题。
In 1990s, Multinational Companies came into an era of global brandscompetition. Brand turns into the most obvious competition form. At thesame time multinational companies came into a time of cross-cuhuremanagement. With the deep development of global brands, more and more companies find that the most difficulty in brand globalization isdifferent cultures. Cultural becomes the most important factor in brandcommunication. So how to globalize brand under different cuhure is animportant problem for multinational companies, which is also a valuable theory problem to study.
出处
《价值工程》
2008年第2期121-124,共4页
Value Engineering
关键词
品牌
文化
品牌全球化
文化冲突
传播策略
brand
culture
brand globalization
cross-culture
dissemination strateies
