Cross-cultural Consumer Behavior in Global Brand Strategy

机译：全球品牌战略中的跨文化消费者行为

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Under the circumstance of economic globalization and increasing tension of international competition, global brand strategy has been attracting much attention. A good one can be made only after a thorough inter-culture analysis with taking into full consideration the cross-cultural consumer behavior.

机译：在经济全球化和国际竞争日趋紧张的情况下，全球品牌战略一直备受关注。只有经过充分的跨文化分析并充分考虑跨文化消费者的行为，才能造就好人。

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来源
《Proceedings of the 2011 international symposium : technical innovation of industrial transformation and structural adjustment.》|2011年|p.187-190|共4页
会议地点 Yantai(CN)
作者
DU Haiyan;
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作者单位

Shandong Institute of Business and Technology;

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会议组织
原文格式 PDF
正文语种 eng
中图分类经济学基本问题;经济学基本问题;
关键词
Global brand strategy; Cross-culture; Consumer behavior;

机译：全球品牌战略；跨文化；消费者行为;

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4. Cross-cultural Consumer Behavior in Global Brand Strategy [C] . DU Haiyan International symposium on technical innovation of industrial transformation and structural adjustment . 2011

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机译：欧洲和北美住宿业与全球品牌关系中的消费者行为分析摘要：世界正在快速变化，更多与全球化相关的概念出现。例如，全球营销就意味着在更广泛的层面上了解消费者行为及其潜在变化的压力越来越大。如今，研究必须揭示和理解某些问题，例如某些国家的客户在其他国家的情况是否相同和不同;他们如何积极回应特定品牌，而不是伞形品牌;他们如何看待质量以及如何花费他们的可用资源（时间，金钱，努力），给出当前的经济状况。由于本文涵盖了基于住宿业跨国公司的案例研究，我们将进一步探讨与所考察的全球品牌的感知形象和购买模式相关的某些消费者行为维度。

Cross-cultural Consumer Behavior in Global Brand Strategy

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