市场营销视角下跨国公司品牌战略的演进及其启示被引量：3

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摘要品牌战略是跨国公司的重要战略之一。市场营销理论是研究品牌战略的基础和目的。本文通过对相关文献的梳理,从市场营销的角度分析跨国公司品牌战略的演进。首先明确分析的基础——市场营销的关键功能,进而推演并归纳出跨国公司品牌战略可分为品牌标准化、品牌本土化、品牌定制化和品牌全球化演进的四个阶段,并对跨国公司品牌战略各阶段出现的营销问题和风险进行了论述,为营销人员提供有关的启示。

作者施曼

机构地区中央财经大学商学院内蒙古财经大学商务学院

出处《商业时代》北大核心 2013年第33期61-62,共2页 Commercial

关键词跨国公司品牌战略演进市场营销

分类号 F270 [经济管理—企业管理]

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