跨国公司在华品牌战略及其启示

近年来，跨国公司在华品牌战略呈现出以本土化消弭文化差异来实现品牌保护和通过提供优质服务、开展公关活动巩固和提升品牌形象，以及与中国企业结盟来加强其品牌推广力度等一些崭新的特点。而就中国企业而言，要加快自己企业品牌国际化的进程，就必须学习和借鉴跨国公司品牌战略的经营理念和运作技巧，牢固树立品牌意识，努力在提升品牌声誉、夯实企业的核心竞争力、拓展品牌国际化的渠道等方面下功夫，并不断完善国际化人才培养、使用机制。

The Brand Strategies of Transnational Corporations in China and Their Inspirations

In recent years some new characteristics have been shown in the brand strategies of transnational corporations in China. Most of them realize the protection of their brands by localizing them to dissolve cultural differences, consolidate the image of them by the provision of high-quality services and the launching of public-relation activities, and further enhance the publicity of them by the alliance with Chinese enterprises. These new characteristics give many inspirations to Chinese enterprises. If they want to speed up the course of brand internationalization, they must learn from the experiences of transnational corporations in brand operations. To.be concrete, they should lay great emphasis on the upgrading of their brand sense, the establishment of good brand reputation, the improvement of enterprise core competence, the expanding of brand-internationalizing channels, and the perfection of international talents training.