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ID:36796887
大小:9.40 MB
页数:36页
时间:2019-05-10
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1、BrandGlobalizationStrategyofNestléBrandGlobalizationBrandStrategyGlobalizationBrandStrategyBrandStrategyGlobalizationBrandStrategyBrandGlobalizationBrandStrategyGlobalizationBrand1.Whatisbrandglobalization?2.HowdoesNescafeglobalizetheirbrand?2.1Companyreview2.2.Productreview2.3.Adve
2、rtiseonNescafe2.4.Highsalesbutlowprofiit2.5Takeoverothercompanies2.6.Improveworkingenvironment2.7.Getthings"online"3.Summary4.SuggestionsforChinaenterprises味道好极了“味道好极了”makethousandsofpeopleinChinaknowaboutNescafeIsnowafamoustrademarkintheworldfoodindustryWorld'smostwell-knownmultina
3、tionalcompanies.NextBrandGlobalizationStrategyNestléNestléOFNestléToThinkGloballyToActLocally思考全球化,行动当地化Whatisbrandglobalization?NestléTheenterprisesintheglobalmarketingactivities,establishtheirownbrandpositioningimage,andachieveaglobalgoal.Globalbrandstrategydoesnotmeanstheglobalma
4、rketisusingaunifiedstrategyordifferentiationstrategy,butitistheglobalbrandstrategybasedontheglobalmarkettodeveloptheirownbrand,thusbecomingtheoneoftheworld'swell-knownbrands.Enterpriseshouldhavethestrategicvisiononaglobalscale,byvirtueofthepoweroftheoverseasmarket,strivetoexpandthec
5、overageofourenterprisetoenableitbecomeaworld-renownedbrand,itcanbeusingtransnationalstrategyindifferentcountries.Whatisthestrategy?1)Thesameproduction,differentadvertisement.2)Thesameproductforthewholemarket3)Productionbasewithoutnationlimited,employthenationpeopleandcontributetoloc
6、al.LetusintroduceNestle’sglobalstategyBrandglobalizationistolaunchaglobalbrandenterpriseintheactivitiesoftransnationalproductionandmanagement,andtheprocessofoccupationoftheworldmarket.Theydonotonlyusetheirownresourcesandmarkets,butalsouseforeignresourcesandmarkets,fortheirproduction
7、,organizationandinternationalmarketingactivities.雀巢公司及雀巢咖啡发展史Wasfoundedin1866byHenriNestléandistodaytheworld'sbiggestfoodandbeveragecompany.ThehistoryofNestlé×←→雀巢公司发展史ThehistoryofNestlébeganinSwitzerlandin1867whenHenriNestlélaunchedhisproductFarineLactéeNestlé,anutritiousgruelforch
8、ildren.Thehistoryof
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