共查询到20条相似文献，搜索用时 125 毫秒
1.
进入21世纪以来,世界经济呈现出市场国际化、资本多国化的趋势,品牌国际化成为了企业必须面对的战略选择。本文阐释了品牌与品牌国际化战略,并阐速了品牌国际化对于企业的战略意义,提出了中国企业的品牌国际化的战略选择。品牌国际化是经济全球化的产物,中国企业也进行着品牌国际化的积极探索,需要企业选择适合自身发展的战略措施,促进品牌国际化成功。 相似文献
2.
卢静 《泰州职业技术学院学报》2010,10(2):104-106
品牌的译名也是品牌,是商品品牌国际化的重要一环。文章从中国品牌翻译的现状分析入手,解析了目前我国品牌翻译的方法和误区,进而研究国际品牌翻译成功的案例,探讨了国内品牌翻译的国际化发展方向。 相似文献
3.
陈玲 《天津职业院校联合学报》2009,11(6):139-141
世界经济已呈现出市场国际化、资本多国化的趋势,品牌国际化成为了企业必须面对的战略选择。阐释品牌与品牌国际化战略,提出中国企业的品牌国际化的战略选择,对企业选择适合自身发展的战略措施,促进品牌国际化的成功有重要作用。 相似文献
4.
我国体育用品业已形成一批具有实力的企业,品牌国际化处于起步阶段,企业规模普遍较小,品牌随意性大,营销手段单一。实现体育用品品牌国际化策略,要建立品牌国际化的战略,准确定位国际化品牌,实行国际质量标准,品牌营销方式与生产资源利用国际化,充分考虑品牌国际化过程中的文化差异,政府加大对体育用品企业国际化的扶持力度。 相似文献
5.
吴华明 《泉州师范学院学报》2014,(5):44-49
从品牌国际化与品牌战略系统两个概念引申出品牌国际化战略系统的概念,基于全球企业社会责任实践导致品牌国际化战略生态发生变化的实际情况,认为品牌国际化战略系统中应引入企业社会责任这一重--素,并以战略协同理论为依据、以促进品牌国际化战略系统的内外部协同为目标提出企业社会责任协同的策略。最后,以泉州安踏品牌国际化战略中的社会责任协同为例进行了分析。 相似文献
6.
魏加莉 《连云港职业技术学院学报》2007,20(1):54-56
品牌的国际化建设是当前中国企业参与世界竞争的必由之路.总体来说,当前中国品牌的国际化发展水平较低,在国际市场上享有较高知名度和较大竞争力的品牌严重缺乏,因此,要想使中国的品牌早日走向国际化,就必须注意品牌的命名、品牌的本土化、品牌国际化的市场拓展,加强品牌国际化形象的塑造,同时加强国际化品牌的全面管理. 相似文献
7.
国内企业品牌国际化战略选择 总被引：3，自引：0，他引：3
陈玲 《天津职业院校联合学报》2009,11(5):138-140
进入21世纪以来,品牌国际化成为了企业必须面对的战略选择.品牌国际化是经济全球化的产物,中国企业需要选择适合自身发展的战略措施,促进品牌国际化的成功. 相似文献
8.
近年来越来越多的海外品牌酒店来国内旅游院校招聘人才。山东旅游职业学院作为走国际化办学道路的国内知名旅游院校,紧跟时代发展和酒店行业国际化趋势,培养并输出了一批批国际化人才。其中,面向海外品牌酒店的培训班对培养和输出国际化人才起到了关键作用,本文通过研究山东旅游职业学院多年来的海外品牌酒店课程培训,总结出一套系统的、具备普遍适用性的PCCO课程培训模式,这对于国内旅游职业院校的国际化人才培养具备重要指导意义和借鉴价值。 相似文献
9.
高职院校品牌扩张的国际化战略 总被引：1，自引：0，他引：1
谢祁 《长春工业大学学报(高教研究版)》2006,27(1):70-72
高职院校品牌国际化战略构建是高职院校适应经济全球化和教育国际化,主动应对全球高职教育竞争的砝码。本文结合高职教育实际,阐述了高职院校品牌国际化内涵,探索性地提出了高职学院品牌国际化战略体系,对高职院校人才培养水准与国际标准接轨、国际交流合作形式、教育内容、教学手段及生源的国际化、创造良好的国际化环境和氛围进行了分析。 相似文献
10.
主要针对中国民族品牌,如何借鉴跨国企业品牌成功的品牌策略,结合自身的特点,使得自己的品牌能走向世界进行分析.首先就品牌的国际化内涵,品牌国际化与产品国际化进行区分,以及对企业竞争力,品牌竞争力,与品牌国际化三者关系进行阐述.之后在进行大量文献参考的基础上就市场国际化的主要障碍进行总结分析.第三部分着重就跨国企业主要的策略进行阐述,之后从微观层面上分析中国民族企业品牌国际化策略,主要有民族企业品牌定位策略,民族企业品牌命名与设计策略,民族企业品牌推广策略,民族企业品牌保护策略. 相似文献
11.
Monika Schatz Ana Popovic Fred Dervin 《Discourse: Studies in the Cultural Politics of Education》2017,38(2):172-184
Since the recent global paradigm shift in the governance of higher education toward business and marketing, internationally competitive education is increasingly considered as an asset for governments. Consequently, governments started to invest in education branding and marketing their educational systems. In Finland, national interest in education branding rose especially since the country's success in the programme for international student assessment studies created a positive reputation of its basic education. In this article, the authors investigate how this reputation is transformed into a general Finnish education brand, based upon Finland's official Country Brand Report (2010). The governmental discourse on Finnish education reveals a fusion of education and national branding, which is why the authors suggest to discuss the Finnish education brand as Finnish education®. The article provides an analysis of the elements constituting the brand and opens up a critical discussion on the ethics of branding education through cultural and national characteristics. 相似文献
12.
Jelle Mampaey Vanja Schtemberg Jos Schijns Jeroen Huisman Arild Wæraas 《高等教育研究与发展》2020,39(2):230-243
ABSTRACTMost studies on branding in higher education focus on external branding or image-building towards external stakeholders such as students. Internal branding is an underexplored topic, even though it should be considered as important as external branding. Internal branding is about achieving the necessary internal support for the external brand. Drawing on the theoretical concept of discursive legitimation, we explore the strategies that contribute to an internally supported new brand with student diversity as brand value. We conducted a case study of a Flemish university college that has (largely) succeeded in achieving internal support for its new external brand of student diversity. Analyzing the case from the perspective of Critical Discourse Analysis, we specifically zoomed in on the dialectical tensions underlying the discursive legitimation of this new brand. We identified three specific tensions, which illustrate the inherent complexity of the internal branding process: authorization as (dis)empowerment, normalization as (dis)empowerment and moralization as (dis)empowerment. 相似文献
13.
Sheila Furey Paul Springer Christine Parsons 《Journal of Marketing for HIGHER EDUCATION》2014,24(1):99-121
Branding is now widely used by higher education (HE) institutions, yet questions still surround the transference of private sector concepts to a university context. This article reports on findings from studies that investigated the brand promises of four UK universities – one from each of the HE ‘mission groups’. The evidence indicated that, contrary to existing published presumptions, there is considerable potential for the application of branding in HE, but in differing and nuanced ways. Clear branding themes emerged across the cases such as environment, experiences, aspiration, and global positioning. While these enabled the universities to position their brands with distinction, the overriding method used across the cases – and the key point of differentiation – proved to be the presence of a core brand promise. 相似文献
14.
高静 《浙江教育学院学报》2014,(1):81-87
以“好客山东”和“大美青海”这两个省级旅游目的地品牌为例,概括了山东、青海两省旅游目的地品牌化实践模式的特征,并从品牌化方式、品牌化阶段两个方面对二者进行了比较分析。研究表明,省级旅游目的地品牌化实践受区域所处发展阶段的影响,其成功得益于以下要素：政府主导,建立品牌化合作关系;独特、精准的品牌本体开发与物化展示;长期统一而连贯的品牌沟通;实施品牌全策略,建立系统的品牌层次结构 相似文献
15.
Shrinking financial support from governments and forecast declines in the college-going population have combined to exert tremendous pressure on institutions of higher learning. Branding as a strategy has become more popular as a way of differentiating an institution from its competition, but the complexity of higher education makes branding an even more difficult task than in traditional, commercial contexts. This paper describes the process adopted by a particular state university in the USA to navigate the branding terrain. Armed with research evidence, the university defined a brand position and implemented it through creative executions that resonated with diverse stakeholders. The paper suggests that the branding process, by taking several factors into account, generated a successful branding campaign measured in terms of receptivity to communication messages, but still does not answer the difficult questions about the role of branding in higher education. 相似文献
16.
研究了旅游产品品牌化理论,分析了辽宁省旅游产品品牌化建设的驱动因素和制约因素,提出深度开发满族民俗文化旅游产品、打造精品旅游产品、突出创新工业旅游产品、以优势项目创建特色品牌旅游产品,以及区域整合、分层联动发展旅游产品品牌化的对策,以期增强辽宁省旅游产品品牌化的竞争力。 相似文献
17.
The purpose of this paper is to report on who creates branding within institutions of higher learning, and what impact branding has on core institutional activities such as student recruitment and fundraising, as well as on socio‐psychological factors such as community respect and national prestige. Eighty‐nine tertiary education experts covering three world regions were surveyed in order to gather information to fulfil the paper’s objectives. The nature and extent of involvement of enrolled students, alumni, higher management, external consultants, civic leaders and the business community were investigated to identify the part each plays, if any, in the development of an institutional brand. Findings indicate that institutions have a tendency to brand from the top down rather than from the bottom up. 相似文献
18.
赵仕红 《金陵科技学院学报(社会科学版)》2012,26(2):9-13
江苏省拥有良好的农业资源和经济基础。随着人们消费水平的不断提高,农产品市场竞争越来越激烈,农产品品牌化经营是进一步推动江苏农业发展的必然选择和有效途径。分析了目前江苏省农产品品牌化经营的现状,在此基础上,进一步探讨了一系列制约江苏省农产品品牌化经营的问题,最后提出了江苏省农产品品牌化经营的对策建议。 相似文献
19.
本研究通过调研国内外继续教育工作现状和发展,以浙江大学继续教育学院为例,分析继续教育工作的内外部环境,结合实际情况,从战略上精准定位,梳理品牌化建设思路,提出继续教育品牌化建设的重点和具体措施,推进继续教育工作以质量和品牌为导向的内涵式发展。 相似文献
20.
Tertiary Education and Management - The purpose of this paper is to report on who creates branding within institutions of higher learning, and what impact branding has on core institutional... 相似文献