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来源:百度知道 编辑:UC知道 时间:2024/06/05 10:39:24
21世纪品牌国际化已是不可逆转的趋势,各国品牌都将面临着一个更加国际化和商业化的市场。中国企业在“走出去”的过程中,也做出了很多尝试。进入21世纪以来,全球经济一体化进程在广度和深度上都有了前所未有的发展,品牌国际化已成为我国企业不可抗拒的历史性选择。而我国企业由于在经验和理论上的欠缺,致使品牌国际化存在诸多问题。该文通过对我国品牌国际化现状分析,针对存在的品牌意识不强、管理理念滞后、品牌开发缺乏技术支持、品牌定位寓意趋同等问题,提出了应加快发展品牌战略、经营品牌资产、提高品牌文化内涵、培养面向全球品牌管理理念等措施,旨在加快我国企业品牌国际化的进程。本文对我国企业品牌国际化的现状和模式进行了分析,并在此基础上得出一定的启示。

关键词:企业品牌;品牌国际化;现状;模式

Brands of 21 international has become an irreversible trend, the brand will be faced with a more international and commercial markets. Chinese enterprises "going out" process, also made a lot of try. Since entering the 21st century, global economic integration process in both the breadth and depth of the unprecedented development, brand internationalization of Chinese enterprises has become an irresistible historical choice. And China's enterprises because of the lack of experience and theory, with the result that there are many brands of the issue of the International. Through the international status of China's brand analysis, brand awareness for the existence of weak management lags behind, the lack of technical support to brand development, brand positioning implies the convergence of such issues should be made to speed up the development of brand strategy, brand equity and improve brand culture, culture-oriented global brand management concepts such as measure