品牌文化适应力之刍议
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引用本文:廖宏勇.品牌文化适应力之刍议[J].湖南大学学报社会科学版,2010,(3):134-137
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作者单位
廖宏勇 (中山大学 传播与设计学院广东 广州510006) 
中文摘要:经济的全球化,带来了竞争力概念的深刻变革,集中体现在竞争力战略重心的内移上,即企业的内部资源与能力成为了影响竞争力优势的核心因素。品牌作为企业的一种整合性知识产品,是企业竞争力的重要评估参数。因此,在复杂多变的国际竞争环境下,提高品牌的文化适应力对于中国本土品牌的跨文化传播来说意义深远。品牌的文化适应力集中体现在品牌国际化传播过程中对于标准化和差异性的兼顾,而在品牌传播与设计过程中优化企业的内部资源,提高企业对于品牌知识的管理能力,则是在新经济环境下塑造强势品牌形象的制胜之道。
中文关键词:文化适应力  知识管理  跨文化传播
 
The Brand’s Cultural Adaptability
Abstract:Economy is getting more globalized today,which bring on a great revolution in competition. The strategic centre moving into the inner corporation is the obvious embodiment of this revolution. That is to say, the corporation’s inner resource and ability have become the crucial factors in the global competition. As an integrated knowledge product, the brand is a symbol of corporation’s power. In the unstable rival circumstance, improving the adaptability of brand has deep signification to local brand spreading across cultures. So in order to improve the adaptability of brand we should consider the standardization and differentiability. At the same time, optimizing the corporation’s inner resource and improving the ability of knowledge management in brand are shortcut to building a powerful brand image in the new economical condition.
keywords:cultural adaptability  knowledge management  spreading across cultures
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