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成为全球性品牌是每个企业及企业家所梦想和追求的目标,丰田也不例外,并且实现了这一梦想,不但成为日本的骄傲,也成为世界汽车企业学习的榜样,其中包括中国的汽车企业。但全球性品牌也是把双刃剑,在享受全球人羡慕眼光的同时,如果发生危机也是全球性的,如果再加上复杂的国与国之间的政治背景,便直接成为关乎国家声誉和利益的大事,成为对方手中一枚棋子,可谓不可不察,不可不防。丰田事件给国内诸多谋求全球化品牌的企业一个重新认识全球化利与弊的机会,也全面体现了企业声誉与国家形象之间唇亡齿寒的关系。
Being a global brand is the goal that every business and entrepreneur dreams of and pursuing. Toyota is no exception and has realized this dream. It has become not only Japan’s pride but also a role model for the world’s automotive companies to learn. These include the Chinese car enterprise. However, global brands are also double-edged sword. While enjoying the envy of the world, they are also global in the case of a crisis. Coupled with the complicated political background between countries, they are directly related to the country’s reputation and interests A major event, a pawn in the hands of the other party can be described as observant, can not prevent. Toyota incident to many domestic companies seeking global brands a re-understanding of the advantages and disadvantages of globalization opportunities, but also fully reflects the reputation of the country and the lip-cold relationship between the national image.