论文部分内容阅读
企业品牌是一个既能反映国家经济硬实力,又能反映国家软实力的重要载体。目前,美资品牌不仅占据了全球相应市场领域中的领先地位,更成为美国文化、生活方式乃至意识形态、价值观的重要体现。本文通过分析金融危机前后在华美资品牌的传播变化、公关危机、企业文化及价值观的变化等,考量美国软实力在在华美资品牌中所呈现的不同特征及变化,并进一步探寻这些变化对“在华美资品牌”生存、发展、运营、竞争的影响。
Corporate brand is not only an important carrier that can reflect the country’s economic hard power, but also reflect the country’s soft power. At present, the U.S.-funded brands not only occupy the leading position in the corresponding global market, but also become an important manifestation of American culture, lifestyles and even ideology and values. This paper examines the different characteristics and changes of the US soft power in the Chinese and American brands by analyzing the changes in the spread of the Chinese and American brands before and after the financial crisis, the crisis in public relations, the changes in corporate culture and values, and further explores the impact of these changes on “In the United States and the United States brand” survival, development, operation, the impact of competition.