摘要
世界级品牌的打造对类似于我国这样的新兴市场经济国家来讲至关重要,在对品牌本质深入分析的基础上,提出"同类世界级品牌之间最主要的区别就是文化的区别"的观点。通过对佰草集品牌国际化发展历程案例的研究,构建了民族文化"双维驾驭"理论体系,并阐述了对民族文化运用的四种模型。研究结论表明,企业只有在民族文化"凝练"和"彰显"两个维度都表现出色,才可能造就出世界级品牌。
World-class brand building is crucial for those emerging market economy countries like China. Based on a deep analysis of the brand essence, this paper puts forward such a viewpoint that the uppermost difference between world-class brands is the difference of cultures. Through the case study of the internationalization development process of Herborist brand, this paper constructs a theo- retical system of two-dimensional mastering of national culture and expounds the four models for the application of the national culture. The results indicate that only by outstanding performance at the two dimensions of ＂concentration＂ and ＂manifestation＂ with the national culture, can a world-class brand be created by the enterprise.
出处
《当代财经》
CSSCI
北大核心
2015年第10期70-78,共9页
Contemporary Finance and Economics
基金
国家社会科学基金项目(14BGL064)
国家自然科学基金项目(71462016)
江西省高校人文社会科学研究规划项目(GL1454)
关键词
世界级品牌
民族文化
双维驾驭
案例研究
world-class brand
national culture
two dimensional mastering
case study
