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本文试图从品牌原型的内涵、作用机制、模型建构,全球化背景下中国品牌原型化战略及其理论与实践意义3个部分说明在全球化背景下,企业如何通过品牌原型理论进行品牌管理,从而打造出享誉国内外的强大品牌。
This paper tries to illustrate how the brand management by brand prototype theory from the connotation, mechanism and model construction of brand prototype, the prototype strategy of Chinese brand in the context of globalization and its theoretical and practical significance. To create a strong reputation at home and abroad brand.