品牌文化适应力之刍议.pdfVIP

第 24 卷第3 期 湖南大学学报(社会科学版) Vo l. 24 ,No. 3 2 0 1 0 年 5 月 Journal of Hunan University( Social Sciences) May. 2010 品牌文化适应力之鱼议 廖宏勇 (中山大学传播与设计学院，广东广州 510006) [摘 要]级济的会ljt 化，带来了竞争力概念的深刻变革，集中体现在竞争力战略爱心的内移上.即企止的内部 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..Jk的一种赘合怯知识产品，是企业竞争力的爱奖评估 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美异性的兼顾，而在品牌传播与设计过程 中优化企业的内部资源，提高企业对于品麟知识的管理能力，则是在新经济环境下搜造强势品牌形象的制胜之道。 [关键词]文化适应力 z 知识管理; J曹文化传播 [中阻分类号] F273 [文献标识码]A [文章编号] 1008…1763(2010)03一0134一04 The Brand s Cultural Adaptab iIity LIAO Hong-yong (School of Communication and Design. Sun YAT-SEN University. Guangzhou 510006. China) 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 thi日 revolution. That is to say , the corporation s inner resource and ability have become the crucial factors in the global competi- tion. 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 adaptabilíty of brand we should consider the standardization and differentiabílity. At the same time , optimizing the corporation s inner resource and improving the ability of knowledge management in brand are shortcut to buildíng a powerful brand image ín the new economical condition. Key words: cultural adaptability;knowledge management; spreading across cultures 膜。在这种情况下，企业的跨文化商