全球品牌跨国行销之路（Transnational marketing of global brands）.docVIP

全球品牌跨国行销之路（Transnational marketing of global brands） Starbucks (Starbucks) coffee is how to enter China such a big tea culture? When it comes to the term office supplies agent, people look blank. How do foreign marketers react to this situation? How can an enterprise obtain the purchasing power of Chinas big market and attract more and more young peoples eyeballs? Recently, the seminar entitled the road of marketing for China and India: reality and future was held in New York. The meeting by the Columbia University Center for international business education and Research (Centers for International Business Education and Research at Columbia University), University of Pennsylvania (University of Pennsylvania) and the University of California at Los Angeles (University of California at Los Angeles) jointly organized experts from well-known global enterprises to share their experience in transnational marketing. Marlow Gillan Guillen, a professor of management at the Walton School of business, hosted a special discussion entitled Chinas brand marketing trends and issues at the meeting. Mauro. He said: multinational companies have been adapted to the specific market situation, the problem is that this will make logistics problems more complex.. Therefore, this requires management, which is not only the need for development, but also a way to make money. Integrate into the local market How did the worlds most famous coffee retailers get their coffee into Chinas tea culture? Our core strategy is to make our stores flourish in China, said Mark Ake Fordman, Starbuckss chief justice and legal Aoki-Fordham (Mark). In view of the small majority of Chinese families, Starbucks has positioned its coffee shop as a spare time place for recreation, making it an important conference room and social area. In addition, Starbucks also attaches great importance to customer service at the store, providing a variety of green tea and food. Even the coffee shop itself blends with the surroun