中国加入WTO后,全球品牌经营成为企业国际竞争的重要战略,品牌开发、品牌教育、品牌创新等日益受到国内企业的重视。虽然没有国际品牌丰富的经营经验,也缺少成功品牌运作的管理方法,但中国民族企业依然在不断摸索,在创新中求发展。以化妆品、洗涤用品行业为例,虽然在人们的脑海 After China’s accession to the WTO, global brand management has become an important strategy for international competition in enterprises. Brand development, brand education and brand innovation are increasingly valued by domestic enterprises. Although there is no rich management experience of international brands and a lack of management methods for successful brand operation, Chinese national enterprises are still groping for development in innovation. Take the cosmetics and toiletries industry as an example, though in people’s minds