2024百年跨国企业品牌形象建设与传播策略研究白皮书

1百年跨国企业品牌形象建设与传播策略研究白皮书中国传媒大学文化产业管理学院百年跨国企业品牌研究课题组2024 年 1 月I摘 要全球化进程不断推进，跨国企业也在全球范围内迅速崛起并发展壮大，并且成为了全球经济发展的重要力量。在当今竞争激烈的全球市场中，品牌形象作为企业形象的重要代表，并且是一个企业的最重要的无形资产之一。而今，品牌形象建设和传播策略也变得越来越多样化和复杂。在全球范围内树立良好的品牌形象，已成为企业面临的重要挑战。百年跨国企业的品牌形象建设和传播是全球企业品牌形象建设的标志性事件，这些企业在全球市场中拥有着广泛的认可和影响力，具有深厚的文化底蕴和品牌形象建设经验。他们的成功不仅源于他们的实力和能力，还源于他们精心调整和创新的品牌形象建设和传播策略。百年跨国企业品牌形象建设与传播策略研究旨在探究百年跨国企业在品牌形象传播方面的成功经验，为其他企业提供有价值的指导和借鉴。百年跨国企业是指至少存在 100 年并在不同国家和地区均有业务布局的企业，他们见证且参与了全球商业的变化和发展，并调整了自己的商业策略以应对不同时代的挑战。了解这些企业的历史背景和文化传承是探索其品牌形象建设和传播策略的重要一步，也是研究文化赋能实体经济的重要内容。中国传媒大学文化产业管理学院百年跨国企业品牌研究课题组选取多家在华重点百年跨国企业，通过探讨这些企业品牌形象建设与传播的成功因素，分析他们的品牌形象建设和传播策略，包括建立品牌标识、创造独特的品牌价值、适应不同的文化和社会的传播策略以及在不同的地区和市场有效地实施战略的路径方法，形成此报告。IIAbstractWith the continuous advancement of globalization, multinational enterprises arerising and growing rapidly in the world, and have become an important force forglobal economic development. In today's competitive global market, brand image, asan important representative of corporate image, has become an important asset of anenterprise. Today, brand image building and communication strategies are becomingmore and more diverse and complex. Establishing a good brand image on a globalscale has become an important challenge for enterprises.The brand image construction and communication of century-old multinationalenterprises is the landmark event of global enterprise brand image construction. Theseenterprises have wide recognition and influence in the global market, and haveprofound cultural heritage and brand image construction experience. Their successstems not only from their strength and ability, but also from their carefully adjustedand innovative brand image building and communication strategies. The research onbrand image construction and communication strategy of century-old multinationalenterprises aims to explore the successful experience of century-old multinationalenterprises in brand image communication, and provide valuable guidance andreference for other enterprises.Centennial multinational enterprises refer to enterprises that have existed for atleast 100 years and have operations in different countries and regions, witnessed andparticipated in the changes and development of global business, and adapted theirbusiness strategies to meet the challenges of different times. Understanding thehistorical background and cultural heritage of these companies is an important step inexploring their brand image building and communication strategies, as well asresearching cultural empowerment of the real economy. The Brand Research GroupofCentennialMultinationalEnterprisesoftheSchoolofCultureIndustryManagement of Communication University of China selects a number of keycentennial multinational enterprises in China, and analyses their brand imageconstruction and communication strategies by exploring the success factors of brandimageconstructionandcommunicationoftheseenterprises,includingtheestablishment of a brand identity, the creation of a unique brand value, thecommunication st