文化创新:突破中国品牌国际化的深层困境

Cultural Innovation: Breaking through the Dilemma of Chinese Brand's Internationalization

国际化是中国企业的重要课题,当前中国品牌的国际知名度和忠诚度都远远落后,环境阻力也日益明显。这背后是中国品牌在国际市场上所遭遇的深层文化困境。基于此,本文从企业的内外两方面分析了这种深层文化困境的实质和根源,主张立足于现有品牌文化内核,通过多种文化创新方式,从企业文化等多个方面对其进行全方位的突破和尝试。并主张通过组织创新、创新环境优化和知识管理等措施,确保品牌文化创新的成果和精神得以传递和持续。

On the basis of the analysis on the cultural dilemma in the process of Chinese brand's internationalization and its source, this paper claims that Chinese enterprises should all-roundly break through it from the corporation culture and other aspects by means of several kinds of cultural innovation method, based on the core of present brand culture. And what's more, they should also convey, spread and maintain the achievements and spirit of the brand culture innovation through methods of organization innovat...