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专访摩根亚洲品牌专家毛耀森:品牌全球化势在必行

发布时间:2020-04-29 19:42:55 来源:摩根 责任编辑:陈欣 阅读量:
不久前一项调查显示,中国有30个“走向全球”的本土品牌,包括联想和华为这样的传统产业企业,还有阿里巴巴这样更新的互联网和数字化企业。这些中国企业的共同点是,其全

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JIZHE:NINRENWEIPINPAIQUANQIUHUADUISHICHANGJINGZHENGZHONGQIDAODEGUANJIANZUOYONGSHISHENME?

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超级大满贯JIZHE:NINRENWEIZHONGGUOBENTUPINPAIMUQIANCHUYUSHENMEJIEDUAN?

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JIZHE:NEIOUMEIQIYEDUIYUPINPAIGAINIANYUGUONEIYOUHEBUTONGNI?

超级大满贯MAOYAOSEN:XIANSHUOYIGEHEWENTI,WEISHENMEZAIQUANQIUDINGJIANPINPAILI,OUMEIPINPAIZHANYOUDEBIZHONGZUIDANI,NEISHIYINWEIPINPAIDUIYUOUMEISHICHANGLAISHUO,YIWEIZHEXINYONGBEISHU,PINPAIDEGANZHAOLIYUANYUANGAOYUSHANGPINJIAZHIBENSHEN,JUGELIZISHUO,FAGUODELOUIS VUITTONZHISUOYINENGCHENGWEIBAINIANPINPAICHUANCHENG,SHIYINWEIJIYUOUMEISHEHUIJIAZHIGUANFUHAOLIDESHEHUIBIAOZHUNHUA,JIERXINGCHENGSHANGPINDENGJIHUA,QIZUIXIANZHUDEFUHAOBIAOSHIJIUSHIPINPAI,PINPAISHIOUMEIPINPAIWEIYIDESHENGMINGLI,YUSHICHANGXIAOSHOUFENEWUGUAN,ERTONGCHANGLAISHUO,DAZAOYIGEJUSHIWENMINGDEPINPAIXUYAOYIGEMANZHANGDELISHICHENDIAN,DANSHIZHEIBUJINXIANYUDUISUOYOUPINPAIDEZHANLVESIWEI,BIRUKUAIXIAOPINPAI、KUAISHISHANGPINPAI、HULIANWANGPINPAIDENG,DOUKEYIZAIHENKUAIDESHIJIANLIJIANLIQUANQIUHUAPINPAIXINGXIANG,WEISHENMEPINPAIZAIOUMEIKEYIFAZHANZHEIMEKUAINI,YINWEISHOUXIANZHONGSHICHENGDUBUTONG,OUMEIDIQUDEXIAOFEIZHEDUIPINPAIDEZHONGCHENGDUSHIDUONIANYILAIXINGCHENGDE,ZHEIGEYUJIAGEWUGUAN,WULUNHENGUIDESHECHIPINHAISHIHENBIANYIDESHENGHUOYONGPIN,JUEDINGXIAOFEIZHETAOQIANBAODE,SHIZHONGDOUSHIPINPAISHUOLESUAN,DUISHICHANGLAISHUO,CHULEXIAOFEISHANGPIN,YESHIXIAOFEIXINYONG,WOMENKEYIJIANDANLIJIEWEI,PINPAIZAIOUMEI,JIUSHIXINYONG。

超级大满贯JIZHE,MUQIANBENTUPINPAIZUIDADEKUNHUOSHISHENMENI?

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JIZHE:SUZAOPINPAIDECHENGBENGUODA,HUIBUHUIYESHIYIZHONGFAZHANZHANGAINI?

MAOYAOSEN:WOBURENWEISUZAOYIGEPINPAIBIXUTOURUHENDUOQIAN,PINPAIDEYINGXIANGLITISHENGHEZIJINDETOURUBUCHENGZHENGBI,RUGUOYIGEPINPAIXINGXIANGBIXUYONGZIJINLAIWEICHI,NEIWOKEYIKENDINGDIGAOSUNIZHEISHIZAISUZAOGUANGGAOXINGXIANG,ERBUSHIPINPAIXINGXIANG,NAQIANKEYIZACHUYIGEGUANGGAOGUANJUN,DANSHIHENNANZACHUYIGEPINPAIJIAZHI,OUMEIYOUHENDUOPINPAIHermè、Chanel、PradaDENGPINPAIBENSHENJIUJUYOUJUDADEZAOXUEGONGNENG,JIBIANZAIZHONGGUOFAZHANYEGENBENWUXUWEIPINPAIZAITOURURENHEFEIYONG,YINWEITADEPINPAIBENSHENHAIKEYIZHUANQIAN,SUOYISHUOPINPAIJIAZHIYUZIJINTOURUWUBIRANGUANXI。

超级大满贯JIZHE,NEIWEISHENMEGUOGUONEIBENTUQIYEDUIDAZAOPINPAIFANGMIANDECHENGBENDOUHENGAONI?

超级大满贯MAOYAOSEN,ZHUYAOYUANYINSHI,GUONEIBENTUQIYEMEIYOUYONGPINPAIHEXINJIAZHITONGSHUAIQIYEDEYIQIEYINGXIAOCHUANBOHUODONG,DAOZHIPINPAIJIANSHECHENGBENJIGAO,JIUXIANGRENMENZUITAOYANBIAOLIBUYIDERENYIYANG,XIAOFEIZHEYEZUITAOYANBIAOLIBUYIDEPINPAI。QIYEDUIPINPAIHEXINJIAZHIDEGUANCHEBUYINGJINJINTINGLIUZAIGUANGGAOXUANCHUANDENGCHUANBODECENGMIAN,HAIYINGTIXIANZAICHANPINYANFA、BAOZHUANGSHEJI、JIAGE、GEXINGHUAFUWU、FENXIAODENGYIXILIEYINGXIAOHUODONGZHONG,ZHEIYANGCAINENGZAISUOYOUXIANGXIAOFEIZHECHUANDAPINPAIXINXIDEJIHUIZHONGDOUTIXIANCHUPINPAIHEXINJIAZHI,CONGERYIZUIDICHENGBENSHIXIAOFEIZHEZAIDANAOZHONGJIANLIQINGXIDEPINPAIXINGXIANG。RANERXUDUOQIYE,ZAIGUANGGAOXUANCHUANDENGCHUANBOHUODONGZHONGHAINENGGUANCHEZIJIDEPINPAIHEXINJIAZHI,DANYIYUDAOSHICHANGDENGNEIWAIHUANJINGBIANHUAHEYALI,WANGWANGJIULUANLEZHENJIAO,ZAIYINGXIAOHUODONGZHONGBIANPIANLILEYUANPINPAIHEXINJIAZHIDEGUIDAO。LIRU,JINJINIANLAI,WULIANGYEPINGJIEJINGZHUNDEJIAGECELVE,DUIXIAOFEIQUNTIJINXINGMINGQUEDESHICHANGXIFEN,YONG“WULIANGYE”、“WULIANGCHUN”、“JIANZHUANG”DENGPINPAIFENBIECHONGJIGAOZHONGDIBAIJIUSHICHANG,MAOTAIJIUMIANDUIJINGZHENGDUISHOUDEGONGSHILUANLEFANGCUN,MEIYOUJIEZHU“GUOJIU”DEYOUSHIZIYUANJINXINGZUJI,QUEYIQIRENZHIDAO,HAIZHIQIRENZHISHEN,DACHUPINGMINHUADEQIZHI。BANSUIZHE“MAOTAIYEYAOKAISHIMIAOZHUNLAOBAIXINGDEFANZHUO”DEXUANYAN,MAOTAIJITUANXIANHOUTUICHUMAOTAIWANGZIJIUJIMAOTAIYINGBINJIUDENGZHONGDIDANGJIU,JIANGPINPAICONGGAODUANSHICHANGLADAOZHONGDIDUANSHICHANG。JISHI“GUOJIU”JIUYINGGAIZHIZUNTIANXIA,RANERMAOTAIJIUFEIYAOWANGJIAGEZHANLIZUAN,PIANLILEZIJIPINPAIHEXINJIAZHIDEZHUXIAN,XISHILEPINPAINEIHAN,YECUOSHANGLEMAOTAIJIUYUANYOUXIAOFEIQUNTIDEZHONGCHENGDU,SUIRANFEITIANMAOTAIDEZHUYAOCHANPINHAISHIXIAOLIANGBUCUO,DANSHICONGPINPAIFENSANDEXIAOFEIXINLIXUELAISHUO,RUCIDEGAOZHONGDIPINPAIZHANLVEBUJU,RUGUOZAIQUANQIUZHULIUDEBEIMEIHEOUMEISHICHANG,MAOTAIYIDINGHUISUNHAIPINPAIYUANYOUDEGAODUANMEILI,ERSHISHIYESHIRUCI。

JIZHE:RUHEJIEJUEBENTUPINPAIFAZHANZHONGDEPINGJINGWENTINI?

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超级大满贯JIZHE,DUIYUZHONGGUOQIYE,WEISHENMEYAOZHIDINGQUANQIUHUAPINPAIZHANLVENI?

MAOYAOSEN:WTOJINRUZHONGGUOSHIDUONIANLE,MUQIANYUELAIYUEDUODEZHONGGUOQIYEYIJINGYISHIDAO:JINZUOYILIUDEZHONGGUOPINPAIHAIBUZUYIZAIQUANQIUYINGDEJINGZHENG,SHENZHIHAIBUZUYIZAIZHONGGUOYINGDEJINGZHENG。SHIJISHANG,ZHIZAOXINGQIYE(YOUQISHICONGSHIOEMYEWUDEZHIZAOXINGQIYE)DELIRUNWANGWANGDIDEFEICHANGKELIAN!YIBANLAISHUO,CHUFEIQIYEYONGYOUQIANGDADEPINPAI,FOUZE,TASUOHUODEDELIRUNZHINENGSHINEIMEKELIANDEYIDIAN(MEIYOUTAIDADEXIYINLI),ERQIE,SUIZHEZHONGGUOGUONEIJINGZHENGDERIYIJIAJU,YUELAIYUEDUODEMEIYOUPINPAIDEZHIZAOXINGQIYEJIANGZHUBUZOUXIANGXIAOWANG。LINGZHONGGUOQIYEGANDAOXIANMUDESHI,XIFANGQIYELIEQIANG(BAOKUORIBENHEHANGUODEZHUMINGQIYE)KEYIPINGJIEZHEPINPAIYOUSHIZAIQIBENTUSHICHANGSHENZHIQUANQIUSHICHANGSHANGZONGHENGBAIHE,BINGXIANGSHOUZHEGAOEDELIRUNHUIBAO。JINYIZHILENGJIADIANYEHEXIYIJIYEWEILI,QIAN5GEPINPAIJIUZHANJULEMEIGUOHEOUMEI80%YISHANGDESHICHANG。ERQIE,ZHIDEZHUYIDESHI,OUMEISHICHANGDEZHILENGJIADIANYEZHISHAOYOU80%DEXIAOSHOUSHOURUSHITONGGUOZHONGFUGOUMAILAISHIXIANDE——XIAOFEIZHEQINGXIANGYUZHONGFUGOUMAIYIQIANYONGGUODEPINPAIHECHANPIN。JINTIAN,ZAIOUMEIZHEIYANGCHENGSHUDESHICHANGSHANG,“PINPAI”YIJINGDAIBIAOZHEGEXINGHEJIAZHI,BINGQIE,DUOSHUXIAOFEIZHEWANGWANGPIANAIZIJISHUXIDEPINPAI。PINPAI“YIJIA”YOUZHUYUWEICHANPINQUELIYIGEJIAOGAODEJIAGESHUIPING,CONGERWEIQIYEDAILAIGENGDUODELIRUN。DANDUIDUOSHUZHONGGUOZHIZAOXINGQIYELAISHUO,ZHEIYIDIANSIHUYIRANNEIMEKEWANGERBUKEJI。CONGZHEIGEJIAODULAIKAN,“HAIER”CANYUJINGGOUMEIGUOZUISHOUTUICHONG、LISHIZUIYOUJIUDEQIANGSHIPINPAI“MEITAIGE”JIUYIDIANBUZUWEIQILE。BUGUANGXIAOFEIPINXUYAOPINPAI,GONGYEPINJISHANGYONGPINYEXUYAOPINPAI,DUIGAOJISHUHANLIANGDEDIANZICHANPIN(RU“SIKE”LUYOUQI)HEGONGYECHANPIN(RU“Timken”ZHOUCHENG)LAISHUO,PINPAI“YIJIA”YIYANGNENGWEIQIYEDAILAIGAOELIRUN。ERLIZUYUZHONGGUOHELIZUYUSHIJIE,ZHEIYESHI“ZHI”DAO“JU”DEFEIYUE。

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