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我国的“白象”牌电池在国内销路很好,但在国际市场的竞争中却连连受挫。原来,“白象”(White elephant)在英文里表示“好吃懒做”、“大而无用”。类似的事件在我国产品出口中屡见不鲜,它给我国外贸产品品牌的设计敲响了警钟:千万不可忽视各国的文化差异。 不同的民族有不同的文化,不同的民族文化也孕育了不同的民族心理和价值观念。《电子世界》杂志在90年代初的一次全球调查中发现人们将
China’s “white elephant” brand battery sales in the country very well, but in the international market competition has been frustrated. Originally, “White Elephant” (White Elephant) in English that “lazy,” “useless.” A similar incident is not uncommon in China’s export of products. It gives a wake-up call to the design of China’s foreign trade product brands: the cultural differences among different countries should not be overlooked. Different nationalities have different cultures, and different national cultures also nurture different national psychology and values. Electronic World magazine found people in a global survey in the early 90s