当中国工商银行遍布中国的大街小巷时,生活在世界其他地方的人们却对其知之甚少。中国品牌能够应对来自国际的竞争对手们吗?怎样做才能让他们在竞争中取胜呢?在今天的中国,实效营销已经不再是简单套用西方品牌管理的技巧,也不仅仅是通过出色的执行取胜,而是充分融合了最好的西方品牌管理实践经验,以及对中国市场的深入理解和专业知识。在过去以及未来10年中,已经也必将会有越来越多的中国跨国公司建立和强化他们的国际品牌。 When ICBC is spread all over China’s streets, people living in the rest of the world know little about it. How can Chinese brands win over competitors in the international market? In today’s China, effective marketing is no longer a simple way to apply Western brand management, nor is it simply a matter of implementing excellence Win, but full integration of the best western brand management experience, as well as a deep understanding of the Chinese market and expertise. In the past and the next 10 years, more and more Chinese multinationals will and will surely establish and strengthen their international brands.