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经济全球化为企业的发展提供了巨大空间,也使企业间的竞争日趋激烈。我国对外开放政策自实施以来,与世界各个国家、地区之间的经济往来日渐密切。所以,经济全球化对于国内企业而言,是一个前所未有的发展契机,许多国内企业积极走出国门,走向国际市场,取得了不俗的销售业绩。但是,企业在看到经济利益的同时,必须加大对品牌的关注度和重视度,不断增强自身的品牌观念和意识,以避免企业在激烈的国际化营销当中遭遇品牌风险。本文以企业国际营销战略为研究背景,围绕企业品牌营销的作用、现状及其问题展开探讨,并提出了相关营销策略,以期提高国内企业品牌建设意识,促进国际竞争能力和地位的不断提升。
Economic globalization has provided tremendous room for the development of enterprises and the competition among enterprises has become increasingly fierce. Since the implementation of the policy of opening up to the outside world, our economic ties with various countries and regions in the world have become increasingly closer. Therefore, for the domestic enterprises, economic globalization is an unprecedented opportunity for development. Many domestic enterprises are actively going out of the country and marching into the international market and have achieved impressive sales results. However, when enterprises see the economic interests, they must increase attention and emphasis on the brand and constantly enhance their brand concepts and awareness in order to avoid enterprises from encountering brand risks in the fierce international marketing. This article takes the international marketing strategy of the enterprise as the research background, explores the function, status quo and problems of the brand marketing of the enterprise, and puts forward the relevant marketing strategies in order to raise awareness of brand building in domestic enterprises and promote the continuous improvement of the international competitiveness and status.