中国品牌国际传播的五大不足与四点建议

Five Drawbacks and Four Suggestions for the International Communication of Chinese Brands

在百年未有之大变局中,中国品牌的国际传播仍然存在着缺乏立足长远的战略布局、兼济天下的价值适应、集中有力的统筹调度以及有本土吸引力的广告创意等问题。因此,品牌应做好国际传播、讲好中国故事,管理部门不妨加大统筹力度、积极组织中国品牌国际广告传播大赛等各类品牌活动。

Amidst change of a scale unseen in a century, international communication of Chinese brands face such problems as lack of a long-term strategic plan, poor adaptation of the value of doing good to the world, weakness in arrangement and execution, and lack of creative advertising with local appeals. Therefore, for the development of Chinese brands, we should boost international communication as well as telling the China story. The administrative departments should strengthen overall planning, attach importance to performance assessment of officials and launch various kinds of brand promotion activities.