摘要
全球化的深入使得中国企业"走出去"的步伐不断加快,尤其是民营企业的海外投资活动频率上升。文章通过分析德国大众汽车公司在中国二十多年来品牌文化传播的成功经验,为中国自主汽车品牌进行跨国经济活动提供了一些参考,并提出了建议。
In recent years,many Chinese enterprises speed up the tempo of overseas investments with the in-depth development of globalization,especially the medium and small-sized ones.Although Chinese economic data,due to those activities,has increased greatly and rapidly,some firms can not refrain from suffering different kinds of setbacks and failure.This essay,by analyzing briefly the case of Volkswagen＇s brand culture communication and spreading in China during the past 26 years,intends to provide some references and feasible suggestions for Chinese independent automobile enterprises to resolve possible problems when doing business within other countries and regions.
出处
《技术与创新管理》
2012年第2期186-189,共4页
Technology and Innovation Management
关键词
德国大众汽车
跨国活动
文化沟通
volkswagen
overseas activities
culture communication
