全球化背景下的中国品牌经营战略

在经济全球化进程日益加快的今天,跨国公司在世界经济中扮演着越来越重要的角色。中国加入WTO以后,经济的发展进一步融入世界经济。面对跨国公司的竞争,中国企业必须对它们的在华品牌战略进行分析和认识,并从中汲取有益的借鉴,以树立国际化的品牌意识并采取切实可行的品牌策略,从而实现中国品牌在新世纪的可持续发展。

The Strategy of the Operation of China's Famous Brands in the Global Days

Brand Value is the value of a famous brand at a point in time as an asset of its owner which is assessed using techniques comparable to the valuation of physical assets. It is the value that would appear on the balance sheet if it were appropriately possible to recognize it. The purpose of these valuations is to remind companies that brands are genuine assets of businesses and that their importance (in terms of absolute value and in relation to total shareholder value) is often very significant.