企业品牌国际化的思考

:2001-04-22:1001-148X(2002)02-0090-02,(,100044):,,,,,:;;;:F273.4:AOnBrandInternationalizationAbstract:Brandinternationalizationmeansenterprisesbrandsdirectedtotargetmarket.Effectivebrandinfiltrationstrategycanbuildupbrandadvantage.Andenterprisescomprehensivecompetitionmechanismmayimprovebrandsinternationalcompetitivenessandservetorealiceenterprisesstrategicobjectiveacrossthecountries.Keywords:brand;internationalization;competitiveadvantage;competitionstrategy,,,,,,,(),,,,,,!,,,(),,,,,,,,!,,,,:(),,,,,,,,:,,,;,;;,,,,,,,,2002/02()240COMMERCIALRESEARCH,,,(),,,,,,,,,,;;,,;;,,,,(),,,,,,,:1,,2,,,(),,,,,,,,,;;,,,,,,:(),,,,,,,,,,,(),,,,,,wps2000,,,()(IMC-integratedmardetingcom2munication),,,,,,19240::1.:M.,1998.2,,,.M.,1998.3.M.,1997.4,,.M.,1997.5.J.,2000,(1).6,,.J.,2000,(6).(:):2001-05-01:1001-148X(2002)02-0092-02(,310035):,,,,,,:;;;EfficientConsumerResponse:F713.50:A,,,,,,,,,,(InternetDatabaseMarkting),4P(ProductPricePlacePromotion)4C(CustomerCostCommunicationConvenience),:,,,,,,,,,,Dell,801,(CustomInfo-Database),,Dell,,:50%,,Internet,,(DM),;20%,,Internet,,,;20%,,DellDM;10%,DMDell,,,150%(Inte-CotinetalHotals),(CustomPerson2al-Database),()(),,,,,,,,,,,(),(EfficientConsumerResponse)2002/02()240COMMERCIALRESEARCH