'After the global brand' period in the brand portfolio risk study of international marketing _15010文档.doc

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'After the global brand' period in the brand portfolio risk study of international marketing _15010文档.doc

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'After the global brand' period in the brand portfolio risk study of international marketing _15010文档

'After the global brand' period in the brand portfolio risk study of international marketing 牋牋牋牋[Abstract] brand international marketing strategy has changed from 'global brand' era, to 'after the global brand' period. This change and the overall trend in the 'new conservatism' in the implementation of international environment and intensified the internationalization of enterprises in brand marketing in the process of global uncertainty. According to McCarthy (McCarthy) of the 4Ps marketing mix strategy of the theoretical framework, 'post-global brand' period in the internationalization of corporate brand marketing, portfolio risk, including product risk, price risk, the risk of sales channels and promotion of risk. 牋牋牋牋[Key words] enterprise; brand internationalization; marketing mix; the risk of 牋牋牋牋牋牋牋牋牋In recent years, the brand international marketing strategy has changed from the last century, 80 years proposed by American scholar Jean-David Levitte to the convergence of global brand preference, the implementation of standardized policies as the main features of the 'global brand' period in the development of the 'post-global brand' period in . This change and the overall trend in the 'new conservatism' in the implementation of international environment and intensified the internationalization of enterprises in brand marketing in the process of global uncertainty. The main vein that this paper is based on McCarthy (McCarthy) of the 4Ps marketing mix strategy of the theoretical framework, combined with well-known enterprises in recent years, international brand marketing practice, the 'post-global brand' period and the 'new conservatism' international environment enterprises Brand international marketing mix strategy of risk analysis. 牋牋牋牋牋牋牋牋牋1, product risk 牋牋牋牋牋牋牋牋牋'After the global brand' period, the enterprises in the international operations of the brand in due to different cultural and economic d