【摘要】 到目前为止,经营实践中的以及学术讨论中的中国品牌国际化道路,基本的价值取向是“挤出”竞争对手,实现“品牌替代”,对中国企业来说,这是一种有着致命缺陷的战略。中国企业应该研究并充分运用互补战略。“品牌互补”战略能够增强产品个性,降低“品牌替代”战略下的竞争强度,改变中国产品被外国品牌覆盖的状况。更多还原

【Abstract】 By now,both managing practice and academic discussion have found that the basic tropism of the strategy for the internationalization of China’s brand is to jostle against the competitors so as to realize brand substitution.However,for China’s enterprises,this is a strategy with some deadly limitation.China’s enterprises have to study and make full use of the complementary strategy.The strategy of brand complementary will boost up product personality,decrease the competitive intensity under the strategy of brand complementary,and change the condition that some China’s brand have already been and will be overlaid by foreign brand.更多还原