在冷眼旁观世界顶级奢侈品中国化进程的同时,我们也在思考中国奢侈品的世界化问题。在最近一轮研究生毕业论文答辩中,关于品牌管理的选题异常热络,光是经过本人评审的论文,不分博士或硕士层级,关键词中有“品牌”词条的就超过10本,约占论文评审总数的三分之一。可见在当今中国学术市场,研究品牌营销与品牌传播的热情空前,商学院、广告学院、新闻与传播学院,中国学生对“品牌与品 While sternly watching the world’s top luxury goods in China, we are also thinking about the issue of globalization of luxury goods in China. In the recent round of graduate dissertation defense, the topic of brand management exceptionally warm, just after my review of the thesis, regardless of doctoral or master level, the key words in ”brand “ entry of more than 10 This book, accounting for about one-third of the total number of papers reviewed. Visible in today’s Chinese academic market, unprecedented enthusiasm for brand marketing and brand communication, business schools, advertising colleges, journalism and communication colleges, Chinese students on the ”brand and products