跨国企业品牌文化的中国张力（Multinational enterprise brand culture China tension）.docVIP

跨国企业品牌文化的中国张力（Multinational enterprise brand culture China tension） In twenty-first Century, it entered an era of brand production and consumption. Meanwhile, it entered an era of multi-cultural collision. Half of the brand is culture. In practice, the brand culture in the brand, is how to reflect the brand design level, mining the connotation of brand culture, brand marketing network, brand service, development of brand culture, brand concept expansion. The important reason for the success of well-known multinational companies is due to its unique and effective brand culture: Brand culture plays a great role not only in the external, internal staffs influence is far-reaching, many multinational companies in the region, although the staff salaries, immigration and other reasons are different, but they all appreciate in adhering to these multinational enterprises in value, in a very long period of time, many multinational enterprise brand culture is rooted in the hearts of the people. Brand localization, extension, cultural penetration Brand and local culture should be more consideration when considering the brand awareness is to enhance or weaken?. May we have been concerned in the management of localization, multinational talent localization, ignoring the fact that many multinational companies have been carried out by product localization, and the power of brand culture to erode some gaps in the market. Nestle, for example, finds that Chinese consumers do not like bitter coffee, and instant coffee in China is sweeter than abroad. There are also more direct intervention, such as: Pepsi chips, several Chinese dishes, flavor products. The introduction of the concept of localization is often closely related to Chinese traditional culture, In China, consumers have better, always know, so that in specific operations easier to intervene. The concept of localization should also have a good correlation with products and brands. Nestle should be a good intervention through r