我国国际商务中品牌建设的问题和对策

Problems and Countermeasures of Brand Construction in International Business

在经济全球化的背景下,企业如何进行品牌建设已经成为不容小觑的重要课题。文章运用相关理论对企业品牌建设的现状进行分析,发现许多企业存在缺乏品牌意识、宣传策略单一、受文化差异影响较大等问题。在此基础上,提出了挖掘品牌核心价值、明确品牌定位、积极运用各类传播媒介和手段等对策,试图为从事国际商务的企业提升品牌竞争力提供借鉴与帮助。

In the process of economic globalization,how to carry out brand building has become an important issue.Based on some relevant theories,this paper analyzes the status quo of brand building,finds out many problems that enterprises have,such as lack of brand awareness,single propaganda strategy and greatly influenced by cultural differences,and puts forward some feasible countermeasures such as digging the core value of the brand,clarifying the brand positioning,actively using all kinds of media and means,and trying to provide references and help for the enterprises to enhance their brand competitiveness.