外国品牌在中国市场推广的策略与实践
摘 要
外国品牌在中国市场推广面临的挑战主要包括文化差异、消费者需求、市场竞争等因素，针对这些挑战，外国品牌需要制定适合中国市场的市场策略，提高品牌知名度和美誉度，增加市场占有率。品牌定位和传播、产品研发和市场适应性、渠道管理和扩充、促销以及品牌活动是外国品牌在中国市场推广的主要策略。实践中，Nike和Coca-Cola等品牌在中国市场取得了成功，借助文化建设、明星合作、社交媒体推广、电商渠道等方式巩固市场地位。
关键词：市场策略、品牌定位、本土化
Abstract
Foreign brands face challenges in promoting themselves in the Chinese market, including cultural differences, consumer demand, and market competition. To address these challenges, foreign brands need to develop market strategies that are suitable for the Chinese market, increase brand awareness and reputation, and expand market share. Brand positioning and communication, product development and market adaptation, channel management and expansion, promotion, and brand events are the main strategies that foreign brands use to promote themselves in the Chinese market. In practice, brands such as Nike and Coca-Cola have successfully consolidated their market positions in China through culture building, celebrity cooperation, social media promotion, and e-commerce channels.
Keyword: market strategy、brand positioning、localization
目 录
引言 1
1相关概述 1
1.1外国品牌推广的特点 1
1.2外国品牌在中国市场推广的现状 1
1.3外国品牌在中国市场推广的挑战 2
2外国品牌在中国市场推广的策略 2
2.1品牌定位和传播 2
2.2产品研发和市场适应性 3
2.3渠道管理和扩充 4
2.4促销与品牌活动 4
3外国品牌推广策略的实践案例分析 5
3.1Nike在中国市场的推广策略 5
3.2Coca-Cola在中国市场的推广策略 5
结论 6
参考文献 7
致谢 8
摘 要
外国品牌在中国市场推广面临的挑战主要包括文化差异、消费者需求、市场竞争等因素，针对这些挑战，外国品牌需要制定适合中国市场的市场策略，提高品牌知名度和美誉度，增加市场占有率。品牌定位和传播、产品研发和市场适应性、渠道管理和扩充、促销以及品牌活动是外国品牌在中国市场推广的主要策略。实践中，Nike和Coca-Cola等品牌在中国市场取得了成功，借助文化建设、明星合作、社交媒体推广、电商渠道等方式巩固市场地位。
关键词：市场策略、品牌定位、本土化
Abstract
Foreign brands face challenges in promoting themselves in the Chinese market, including cultural differences, consumer demand, and market competition. To address these challenges, foreign brands need to develop market strategies that are suitable for the Chinese market, increase brand awareness and reputation, and expand market share. Brand positioning and communication, product development and market adaptation, channel management and expansion, promotion, and brand events are the main strategies that foreign brands use to promote themselves in the Chinese market. In practice, brands such as Nike and Coca-Cola have successfully consolidated their market positions in China through culture building, celebrity cooperation, social media promotion, and e-commerce channels.
Keyword: market strategy、brand positioning、localization
目 录
引言 1
1相关概述 1
1.1外国品牌推广的特点 1
1.2外国品牌在中国市场推广的现状 1
1.3外国品牌在中国市场推广的挑战 2
2外国品牌在中国市场推广的策略 2
2.1品牌定位和传播 2
2.2产品研发和市场适应性 3
2.3渠道管理和扩充 4
2.4促销与品牌活动 4
3外国品牌推广策略的实践案例分析 5
3.1Nike在中国市场的推广策略 5
3.2Coca-Cola在中国市场的推广策略 5
结论 6
参考文献 7
致谢 8
