【導(dǎo)讀】的“循序漸進(jìn)”的過程。有些公司開始被吸引到國(guó)際市場(chǎng)上來，是因?yàn)槭盏搅苏疑祥T來的定。經(jīng)營(yíng)是為了對(duì)付寡頭賣主壟斷的威脅。開發(fā)資源供應(yīng)，獲得外國(guó)技術(shù)或提高生產(chǎn)效率。這些早期的經(jīng)營(yíng)措施，很難說是完整的全球戰(zhàn)略的一部分。但是由于國(guó)際范圍的競(jìng)爭(zhēng)、采用全球規(guī)劃程序。全球戰(zhàn)略是表示企業(yè)戰(zhàn)略的一項(xiàng)計(jì)劃，考慮到地理來源和地理機(jī)遇及限。估全球各種可選擇的方案和每個(gè)方案涉及的風(fēng)險(xiǎn)。制訂全球戰(zhàn)略，決策者絕不要對(duì)任何國(guó)家。變?yōu)榫哂懈?jìng)爭(zhēng)性，大多數(shù)公司的戰(zhàn)略范圍必須包括國(guó)內(nèi)外市場(chǎng)的威脅和機(jī)遇。發(fā)方面與他人并駕齊驅(qū)。凡在全球戰(zhàn)略中沒有包括日本人銳意爭(zhēng)取的那些價(jià)格區(qū)段的汽車。公司，立即在成本上處于不利地位。在摩托車工業(yè)中，把迅速增長(zhǎng)的市場(chǎng)拱手讓與日本競(jìng)爭(zhēng)。者的情況更為嚴(yán)重。美國(guó)競(jìng)爭(zhēng)者的銷售額和經(jīng)驗(yàn)很快會(huì)超過英國(guó)公司。現(xiàn)在美國(guó)的工資率和人均國(guó)民生產(chǎn)總值不。一標(biāo)準(zhǔn)，但根據(jù)各地情況允許統(tǒng)一標(biāo)準(zhǔn)略有差異，并據(jù)此做出重大決策。

　　

【正文】 tional operations, Brand awareness is not strong。brabd positioning is not clear, there is a large range of factors such as blindness. Speaking from the macro social factors: social mechanisms need to be improved, policy, exortoriented policies for different sectors play different role in the promotion and limitation, the financial environment for business investment capacity and market expansion ability and the important influence. The establishment of market system in China has for many years, despite a significant improvement but still not perfect,there still has not really adapt to the market economy, consumer psychology has not yet fully mature. current situation of global economic integration, the error of the brand strategy implementation. (1)Ignore the brand investment, profitoriented Background of economic globalization, international petition is increasingly reflected in the brand’s petition, the overwhelming majority of the brand strategy, brand such a full range of output through the form of multinational corporations gradually occupationof the international market. It is no exaggeration to say that now, the brand has achieced global strategic objectives of transnational corporations sharp weapon, is an important means to cheieve capital expansion. Rome was not built in a day never be in the short term invented to be a long process of accumulation. Many enterprises do not clearly recognize this point, attempt to create a brand in a short time, but ignored the longterm planning and strategy. (2)Brand strategy is a systematic The implementation of brand strategy is a systematic, enterprise strategy and the overall development of an important ponent of petitive strategy. The emplementation of brand strategy is not rely on their overall quality and overall image enhancement, the need for scientific management idea and superb operational skills, but quit a few brand planner in this regard was particularly poor performance and immediate impact brand development, practical work in the emergence of many such errors: If that job is no create a brand to take a good brand is drawing a satisfactory visualsigns only。 Advertising is the only way to cuoltivate wellknown brands, in addition to adbertising in the media, big, the other no attention。 sacle enterprise product once formed, wellknown brands on the naturally established。 wellknown brand is equivalert to high price, to be unrealistically improve the product price. Some panies, brands, or to sell its own brand lowcost transfer, such as our persent more than 20 million “three capital” enterprises, there 90%of de joint wenture using the foreign brands。 clean silver toothpaste fctory in Guangzhou to 2 million yuan cheap to transfer to joint ventures and other brands, is one such outstanding erample of the terrible consequences of today has bee increasingly apparentlost dometic ernterprises own brand, product and intellectual property rights, national industrial petitiveness lie! (3)Product is the enterprise petitive advantage in the market can be quickly imitated by petitors, beyond, the brand is insurmountable, real and lasting petitive advantage es from innovation, in order to “change” should be “status quo”. Brand is the concentrated expression of the core petitiveness. The market is constrantly changing face of any brand at any time to be out of danger. Too much emphasis on the existing achievements, do not attach importance to innovation, leading to a lot of brandname “dismount” the major reason. CocaCola’s former chiefmarketing officer Sergio Zyman, “the brand is only the pany logo products and services are different from petitors, is the most effective weapon to open up the market, execellent brand can make your product stand out. “Products physical properties, quantitiy, price, quality, service is very easy to imitate petitors, Er brands, along with the product itself, also includes an attached product to cultural background, emotional, consumer cognition invisible things, so that enterprises Yong Yuan Li in the petition undefeated. Consumer awareness deciding the fate of the brand has a direct impact on consumer awareness deciding the fate of the brand has a direct impact on consumer awareness. Brand is the difference between the market enterprise important symbols is the benchmark for consumer spending to brand as the core has bee a cor porate restructuring and reallocation of resources an important mechanism. In addition, enterprises should learn from successful experiences abroad to enhance their design and development capability. Enterprises should dare to challenge the new technology revolution to create their own brand, and increase market petitiveness。 We must work hard in the value of differentiation has been directly determined to achieve the final product sales, personal services are indispensable! strengthen marketing, improve brand awareness, brand strategy will be organically integrated in their overall strategy to promote the overall development strategy. The implementation of brand marketing is an important part of the strategy. By choosing the right marketing approach can be effectively used to brand a household name brand, expand market share. Brand strategy is not an isolate task, but the overall development strategy and business are closely related. A successful brand names more than just a brand its own thing, related to business management of all major strategic decision, these major strategic decision, these major strategic decisions were consciously carried out around to expand.