Localization of the operation of global brand management strategy
Brand strategy of global standardization is by no means on the market in various countries can not be changed the same "template." On the contrary, the promotion of global brands and operations, we must maintain the core values of the brand elements of standardization, consistency, based on the performance level of the brand outside of localization of certain elements of partial adjustment. Of course, this partial adjustment not only affect the global standardization of the brand image and the above discussion of global brand strategy for the overall management framework, and this adjustment of local adaptation can also an excellent way across all countries because of language, culture and related differences in social conditions of the multinational global brand formed by the promotion and penetration of a variety of tangible and intangible barriers and obstacles to accelerate the realization of global branding and rate. Therefore, the question is to explore and find a localization in a flexible manner to adapt to the characteristics of global brand strategy and management methods.
First, the core elements of the product standardization of processing done at the same time as responding to external levels of elements in the brand has done to achieve adaptation. For the realization of a flexible manner to adapt to the local characteristics of the partial adjustment problems, according to Philip's proposal of "product component model" three levels: the core ingredients, packaging components and support services component. Among them, the core component is mainly reflected in the basic technology platform and products containing all design and functional characteristics of the material composition of products in each host country to enter the market, although the core product platform can be some of the features of the product elements of the appropriate additions and deletions, but the A typical global companies more inclined to the core constituents of the product standardization; product packaging components are the core values of the external manifestations, in this level, each host country, according to market adjustment of certain adaptive, for example, in color , text and language with local customers such as the measurement and understanding of the product combination; in expanding the product support services component is concerned, with local customer expectations, marketing, infrastructure, etc. are highly correlated. In short, the product composition model for multinational corporations to implement more flexible work practices of globalization and localization of the brand's global brand strategy offers a valuable ideas: Transnational Corporations in the development of global brand strategy, the product composition model core components of the platform elements of the brand shape and performance to implement nearly standardized treatment; ingredients in the product packaging as much as possible to seek the cooperation level of consistency in customer basis, such as language, text, etc. of specific manifestations of partial adjustment in accordance with national situation; and the brand reflects the support services component the need for more adapted to local conditions and customer characteristics of adjustment.
温馨提示:答案为网友推荐,仅供参考