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guo ji ying xiao zhong guo jia pin pai xiao ying de ying dui ce lue
Author(s): 
Pages: 147-149
Year: Issue:  9
Journal: Economic Tribune

Keyword:  国际营销国家品牌原产国效应;
Abstract: 中国企业的出口和海外投资不断增加,但在国际营销过程中却面临国家品牌效应的不利影响.本文基于国外学者对国家品牌的研究,对国家品牌、国家品牌效应、原产地效应等概念进行了界定,说明国家品牌效应的形成机理及影响范围,从品牌建立模式、品牌营销策略等几个方面提出中国企业应对国家品牌效应的具体策略.
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