100 Chinese-English translation of gold coin hotel management section

Secondly, according to the distinction of global brand management model elements, the implementation strategy of brand in the host country market is adjusted to take brand logo, brand identification, brand characteristics, brand positioning and advertising theme as the elements of compulsory brand implementation with Coca-Cola Company; Advertising implementation, network strategy, promotion activities, pricing strategy and local sponsorship activities are the implementation elements of scalability. This is reflected in the premise of maintaining the consistency of global B brand image, and also allows brand managers to have certain autonomy in marketing activities. This difference in creating a global brand is very important for multinational companies, especially in the process of implementation, individuals or teams must be given appropriate brand flexibility, which is essential in different countries and different markets. As Philip? r？ Kate Ola and John? l？ When discussing the flexibility of global brands, Graham introduced: "In the specific operation of implementing global brand flexibility, multinational companies first make a large number of lists of marketing elements that form brand image, and list many marketing elements of subsidiaries in the list to reflect the brand image. The headquarters of the company organizes senior brand management, which is limited to: in overseas markets, the core brand elements of subsidiaries must be highly unified and cannot have any flexibility; Which brand elements can adapt to the local market and make appropriate adjustments; Which brand elements can be adjusted at will. " [] [⑥] It is of great strategic significance to distinguish the elements of brand management model for multinational companies with global brand strategy, because this model not only implements the requirements of standardized global brand strategy, but also makes adaptive adjustments according to the characteristics of each host country market.

Third, with the support of the world's leading brands, develop flexibility to adapt to the host channel strategy. In the implementation of all market channels by multinational companies, standardization is the most difficult thing for the host country, because the channel level of a country is often deeply influenced by its material and cultural traditions. However, in the global market expansion strategy of multinational companies, it is entirely possible to combine brands, products, standardized marketing elements that can produce scale effects and scope effects with standardized marketing elements that are not easy to combine in the channel model, which is an advanced expression of global strategy. Because the channel model must adapt to the local natural and cultural environment and the customer's buying habits on this basis. In addition, channel flow control and channel efficiency evaluation are still a potential standard. Undoubtedly, having a strong global brand will greatly improve the attractiveness of channel expansion and the efficiency of multinational companies.

Through the localization of this hotel, on the one hand, it is to improve product quality, on the other hand, it is to reduce product cost. Of course, there are two kinds of hotel products, service and tangible and intangible.

Basic conclusion: The global brand strategy of multinational corporations and the localization of their management are essentially a processing mode of "brand globalization and localization of management". The key is to rely on a systematic global brand planning and management system to implement flexibility in brand management and dialectically integrate standardization and localization.