企业国际营销背景下品牌影响及策略探析

发布时间：2018-01-15 18:13

本文关键词：企业国际营销背景下品牌影响及策略探析　出处：《时代金融》2016年14期 　论文类型：期刊论文

【摘要】：经济全球化为企业的发展提供了巨大空间,也使企业间的竞争日趋激烈。我国对外开放政策自实施以来,与世界各个国家、地区之间的经济往来日渐密切。所以,经济全球化对于国内企业而言,是一个前所未有的发展契机,许多国内企业积极走出国门,走向国际市场,取得了不俗的销售业绩。但是,企业在看到经济利益的同时,必须加大对品牌的关注度和重视度,不断增强自身的品牌观念和意识,以避免企业在激烈的国际化营销当中遭遇品牌风险。本文以企业国际营销战略为研究背景,围绕企业品牌营销的作用、现状及其问题展开探讨,并提出了相关营销策略,以期提高国内企业品牌建设意识,促进国际竞争能力和地位的不断提升。
[Abstract]:Economic globalization provides a huge space for the development of enterprises, but also makes the competition between enterprises become increasingly fierce. Since the implementation of the policy of opening to the outside world, China and all countries in the world. Therefore, economic globalization is an unprecedented development opportunity for domestic enterprises. Many domestic enterprises actively go abroad to the international market. However, when enterprises see economic benefits, they must pay more attention to the brand and pay more attention to it, so as to enhance their brand concept and consciousness. In order to avoid the enterprises in the fierce international marketing encountered brand risk. This paper takes the enterprise international marketing strategy as the research background, focusing on the role of enterprise brand marketing, the status quo and its problems. Some marketing strategies are put forward in order to improve the consciousness of brand building and promote the international competition ability and status.
【作者单位】：佳木斯大学;
【分类号】：F274
【正文快照】： 传统产品时代下企业主要依靠产品质量和价格来取得竞争优势,然而,随着市场经济的发展,企业产品间的质量和价格差异越来越小,发展至今已是品牌营销时代。立足于当前形势下,只有具备强大的品牌影响力,企业才能“俘获”消费者,树立良好的社会形象,从而促进可持续发展战略目标的实

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