本土化经营:中国品牌走向世界之路

本文认为,中国品牌走向国际市场的成功途径是实施本土化经营战略。这是因为国内品牌走向国际市场时会遇到经济障碍、管理障碍、体制障碍等多方面的困难,只有通过本土化才能有效地将其排除。品牌本土化的策略有人才本土化、产品本土化、营销本土化和品牌文化本土化,先易后难、先难后易和中间突破,是品牌本土化的三种模式,企业可根据自身条件和国际市场特点,合理地加以选择。

Native Operation:the Way of Chinese Brands' Going to the World

The author points out that the successful way of Chinese brands' going to the world is to implement the strategy of native operation.Then the author analyses that the reason is that as Chinese brands' going to the world,many obstacles may be confronted with,such as economic obstacle,management obstacle and institutional obstacle that can only be e-liminated by native operation. In the end the author suggests the tactics and models of native operation.