品牌国际化:概念、测量与模式选择

Global Branding: Concepts,Evaluation and Model Selection

基于国内外品牌国际化的研究文献,本文系统分析了品牌国际化的三重含义、两种度量方法及其三类模式;针对中国企业在创立国际品牌过程中存在的问题,提出了营销建议并展望了未来的研究方向。

Based on the research documents of global branding at home and abroad, the article systemically analyses global branding in these aspects：three degrees of concepts, two methods of evaluation and three models; it gives some marketing suggestions to enterprises that are trying to set up global brands, and also gives a prospect for the future studies.