中国企业国际营销的品牌战略

Brand Strategy of Chinese Enterprises in International Marketing

开拓和扩展国际市场必须借助于品牌的力量。为此,企业必须进行品牌定位,并有的放矢、因地制宜地制定和实施品牌战略。实施品牌战略需要自主创新和战略谋划。只有核心技术及其由此形成的品牌优势才能形成长期的、牢固的、强有力的市场竞争力。未来十年是中国企业打造知名品牌的最佳时期,为此我们一定要抓住时机,采取明智的战略和战术,注重品牌的培育、提升和推广,形成中国品牌的强势国际地位。

Opening up and expanding the international market should be with the aid of brand strength. Therefore, enterprises must orient their brands, have a definite object in view and implement brand strategy in line with the local conditions. Implementing brand strategy needs independent innovation and strategic planning. Only can key technology and brand advantage formed from it be able to establish a longterm, solid and strong market competitiveness. The following decade is the best period in which Chinese enterprises can create the famous brands. Thus we should take advantage of this golden opportunity, adopt wise strategy and tactics and put the emphasis on the cultivation, promotion and popularization of the brands to form a surging international status for the Chinese brands.