品牌竞争力战略的全球化定位(doc12)
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【内容提要】本文分析了全球化条件下品牌竞争力发展的新趋势，以及我国品牌竞争力全球化矛盾的二元性，认为结症在于国家政策机制和企业战略机制的双重缺陷，继而初步提出我国品牌竞争力战略的全球化定位：一是整合企业层面品牌竞争力实现其内涵式发展，二是整合产业、区域、国家层面品牌竞争力实现其外延式发展。
【英文摘要】This paper mainly analyzes the new tendency of brand competitivenessunder the circumstance of globalization, and of the globalizedcontradictions duality of brand competitiveness of china. Wehold that due to the weakness of both national policy system andenterprising strategy mechanism. Therefore, we preliminarilyput forward of the globalized strategy location of brand competitivenessincluding realizing intensional development of re-merged brandcompetitveness terraces in enterprising and extensional devlopmentof re-merged brands competitiveness terraces in estate、district andcountry
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