国际品牌本土化之路探究

Research on the Localization of International Brands

国际品牌本土化是跨国企业本土化扩张与发展的重要战略,其对于跨国企业入驻异地市场成功与否有着决定性影响。文章首先分析了品牌本土化的定义,并结合国际品牌本土化战略动因以及国际品牌本土化的内容,最后探讨了国际品牌本土化的实施路径。

Localization of international brands is an important strategy for localization,expansion and development of transnational enterprises,it has a decisive impact for multinational companies to settle in different markets.First of all,this paper analyzes the definition of brand localization,and then,combining the strategy motivation of international brand localization and the content of international brand localization,finally discusses the implementation path of international brand localization.