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改革开放20多年来,在中国的许多行业都发生着国际品牌与本土品牌的持久较量。国际品牌将许多先进的市场营销理念引进进来,本土品牌在学习跟进中迅速成长,得以壮大。随着中国市场经济的发展,中国消费者目睹了家电、手机等行业本土品牌的大翻身,许多行业本土品牌已经有了先进的品牌运作经验,比如广告,我们都记得2002-2003年中国手机行业的许多优秀品牌广告。而许多国际非常知名的品牌,一开始挟国外市场的风光轰轰烈烈来到中国,不过几年,却是江河日下,仅在北京、上海、广州等少数大城市尚保持知名度,成为“地方性品牌”。
Over the past 20 years of reform and opening up, there has been a sustained battle between international brands and local brands in many industries in China. International brands have brought in many advanced marketing concepts, and local brands have grown rapidly in learning to grow. With the development of China’s market economy, Chinese consumers have witnessed the emergence of local brands in home appliances, mobile phones and other industries. Many local brands already have advanced brand operation experience, such as advertising. We all remember the Chinese mobile phone industry in 2002-2003. Many excellent brand advertisements. Many of the most well-known brands in the world have already begun to take advantage of the overseas markets and have come to China vigorously. However, in a few years, they have become phenomenal, and they have only become famous in Beijing, Shanghai, Guangzhou and a few big cities and become “local brands”.