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11月20日,华晨宝马汽车有限公司(以下简称华晨宝马)总裁兼首席执行官康思远做了一个有些“冒险”的决定。在华展宝马合资自主品牌“之诺”第一款车型1E的发布会上,作为德国人的他第一次用不太流利的中文做了一段将近10分钟的演讲。这对他来说是有些冒险的一件事,但他更看重这一举动背后传递的信息,即华晨宝马一贯坚持的彻底的本土化战略。华晨宝马在2013年刚刚举行了10周年庆典。之诺1E的诞生,对这家迈入第二个十年历史的年轻公司来说,是一个新的里程碑。但从另一方面来说,也让这家公司成了第一个吃螃蟹的
On November 20, Kang Siyuan, president and chief executive of BMW Brilliance Automotive Co., Ltd. (hereinafter referred to as Brilliance BMW), made a somewhat “risky” decision. At the press conference of the first model 1E of China Auto-BMW joint venture brand “Novo ”, he, as German, first made a nearly 10-minute speech in fluent Chinese. This was a somewhat risky one for him, but he valued the message behind the move that BMW Brilliance has always insisted on a thorough localization strategy. Brilliance BMW held its 10th anniversary in 2013. The birth of the promise of 1E is a new milestone for this young company entering the second decade of history. But on the other hand, it made the company the first to eat crabs