中国品牌如何全球化——评冈崎茂生《中国品牌全球化》

How to Globalize Chinese Brands?——A Book Review on Shigeo Okazaki's Globalizing Chinese Brands

随着中国改革开放的深入和"一带一路"建设的推进,中国企业国际化程度越来越高,中国品牌全球化越来越受到重视。中国作为发展中国家,在品牌建设,特别是品牌的全球化方面有许多地方需要吸收借鉴国外的先进经验。冈崎茂生在其著作《中国品牌全球化》(中国传媒大学出版社,2016年6月出版))一书论述了日本等国家品牌全球化中的经验及教训,站在业界一线工作者的角度为中国品牌全球化出谋划策,对于中国目前的品牌建设实践有着重要的参考价值。

As China's reform and opening-up and the Belt and Road Initiative continue, Chinese companies are increasingly internationalized and the globalization of Chinese brands draws growing attention. China, as a developing country, should emulate brand building of developed countries, particularly their brand globalization. In Globalizing Chinese brands(China Communication University Press, June 2016), Okazaki, a brand building practitioner, not only introduces the experiences and lessons of brand globalization of Japan and other developed countries, but also offers his insights on how to globalize Chinese brands. This book is a work of importance on the subject.