Brand Internationalization on the Basis of Cultural Differences
The current world market has entered into the competitive era of brand globalization.Transnational business has stepped an era of cross-cultural management.With the broader and deeper scope of the Brand Intemationalization,the difference and the sensitivity of different cultures has increasingly become an important constraint factor in brand communication.Therefore,how to carry out the Brand Internationalization in different cultural conflicts has come to one of the main concerns of Chinese companies in their process of Brand Internationalization,and also a problem worth exploring.This paper attempts to find a new idea of the development of Brand Internationalization,and put forward a corresponding suggestion as for the current development of Brand Internationalization.
Jing Guo
Shanxi University of Finance & Economics Business Management College,Shanxi Taiyuan,Jinyang Street,030031
国际会议
PAN-PACIFIC CONFERENCE XXVI(“战略创新、协作融合泛太平洋管理学会第26届年会)
深圳
英文
447-449
2009-06-01（万方平台首次上网日期，不代表论文的发表时间）