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20世纪末21世纪初,对于许多合资企业中的中方品牌来说是不寻常的,因为在这期间它们选择了“回归”。1999年,上海牙膏厂从联合利华手中将“美加净”品牌收回;2000年9月10日,北京日化二厂对外宣布与宝洁(中国)有限公司达成协议,提前终止“熊猫”商标的使用合同,收回合资使用六年的“熊猫”品牌;2003年3月28日,走了七年坎坷合资路的“活力28”又重新回到了湖北活力28集团手中。虽然这些品牌又重获自由,但却是伤痕累累,其市场地位和销售量都大不如以前,当年风采不再,而这皆是因它们当初陷入了一桩桩错误的“跨国姻缘”之中。
The end of the 20th century and the beginning of the 21st century were unusual for many Chinese brands in many joint ventures because they chose to “return” during this period. In 1999, Shanghai Toothpaste Factory recalled “MAGN” from Unilever. On September 10, 2000, Beijing Rihua Plant announced that it had concluded an agreement with Procter & Gamble (China) Co., Ltd. to terminate the use of the “Panda” trademark early Contract, to recover the joint use of six-year “Panda” brand; March 28, 2003, took a seven-year bumpy road joint venture “vitality 28” and returned to the hands of the Group of Hubei vitality 28. Although these brands have regained their freedom, they are still scarred. Their market position and sales volume are far behind those of the previous years. All these are because they were caught in a wrong “cross-border marriage” .