跨国品牌在华危机研究与启示

Study with the Enlightenment of the Crises of Transnational Brands in China

当前跨国企业面临的品牌危机暴露出了其品牌管理方面存在的一系列问题,如品牌核心定位错位;本土化过于肤浅,没有实现真正本土化;漠视顾客利益,忽视了对中国市场的研究;急功近利,盲目进行市场扩张;忽略成熟期品牌管理。鉴于此,我国本土品牌在发展过程中必须注重品牌发展管理,坚持"质量第一,顾客至上"的营销真理,重视产品质量,将品牌核心管理作为品牌规划的重要内容;重视消费者利益,实现企业与消费者的"双赢";强化品牌执行力,优化组织机构;建立品牌监控体系,做好品牌管理档案与危机预警工作。

The authors put forward that crises of transnational brands faced by transnational enterprises show that there are some problems with brand management, such as the problems of ignoring the core problem of brand quality positioning, not realizing localization, neglecting research of Chinese market; blind market expanding and neglecting brand management in mature period. Because of this, in developing our local brand, China should, first, pay more attention to brand development management. pay attention to product quality, take brand core management as the important contents of brand planning; second, pay attention to customers＇ interest, and realize a win-win situation; third, optimize organizational structure; and forth, establish a supervision system.