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随着世界经济一体化进程的加快,国际经济竞争日趋激烈,企业的跨国经营在经济发展中正扮演越来越重要的角色,品牌国际化管理成为企业参与国际竞争的重要手段。品牌管理对任何一个企业来讲都是最重要的无形资产,是企业持续稳定发展的基础。成功的品牌国际化管理,一方面使中国绝大多数的企业意识到品牌管理的重要性,另一方面树立品牌管理的科学思路,真正体现企业品牌的价值。
With the acceleration of world economic integration and the increasingly fierce international economic competition, the multinational operation of enterprises is playing an increasingly important role in economic development. International brand management has become an important means for enterprises to participate in international competition. Brand management for any one business is the most important intangible assets, is the basis for sustained and stable development of enterprises. Successful international brand management, on the one hand so that the vast majority of Chinese enterprises realize the importance of brand management, on the other hand establish the scientific concept of brand management, truly reflect the value of corporate brand.