闕圩書－593090168

英翻中

走在鋼索上的品牌經理—全球化或本土化？

2007年在Wharton舉行的行銷盛事，以「全球化和本地化的挑戰」為專題，探討品牌資產在企業中所面臨到的挑戰。整體上網際網路縮小了空間上的差距，許多的企業也因應情勢致力轉型成全球化的企業，但是在品牌經營上卻並非想像中容易。一招半式走天下的全球化行銷策略不能克服文化的差異性，但卻能塑造一致的品牌形象；反之，本土化的品牌經營策略雖然能夠根據每個區域量身訂作合宜的行銷手法，但是品牌的力量卻會因此散失。

本文運用多個案例說明品牌經營所遭受的挑戰，以及運用網路拓展品牌商機的利益及缺失，可供企業在經營品牌的策略上有另一面新的思考方向。

原文:
http://www.leader.co.za/article.aspx?s=1&f=1&a=340

Chinese to English

Syu–shun–ying（許舜英）︰I am the Ghost.

Reading the Word and the World—We live in the world that fill many massages. By reading, we know many things. But massages we can read just like a wide ocean, the methods of reading become more important. Some top people in each field have their own opinion about reading. We learn their thinkings to expand vision and increase knowledge in the field.

Syu–shun–ying（許舜英） is commented as one of the Asia's most important person in the advertising field. She persists in her opinion about reading and advertising. “I am the ghost”, she describe herself with meaning. She discusses the meaning of the ghost. First of all it indicates the advertising’s effect on consumer she wants. Secondly, it is contrast to human being, in other words, it symbolizes human’s desire. In her own words, I think that is why she has a “haunting power”.