问题描述：
全球品牌战略运作的本土化管理
全球标准化品牌战略绝不是在各国市场上完全不能改变的同一“模版”。相反，对全球品牌的推广和运营，必须在保持品牌核心价值要素标准化、一致性的基础上，将品牌外围表现层次的某些要素进行本土化的局部调整。当然，这种局部的调整不仅不影响全球品牌的标准化形象和上述所讨论的全球品牌战略的整体管理构架，而且这种局部适应性的调整还能够极好地跨越各个国家由于语言、文化和相关社会条件的差异对跨国公司全球品牌推广和渗透所形成的各种有形和无形的壁垒和障碍，以加快全球品牌推广和实现的速率。所以，问题的关键是探索和寻求一种以弹性方式适应本土化特点而实现全球品牌战略的管理方法。
第一，对产品的核心要素做标准化处理的同时，应对产品外围层次的要素在品牌实现方面做适应性调整。对于以弹性的方式实现适应本土特点的局部调整问题，根据菲利普提出的“产品成分模型”的三个层次：核心成分、包装成分和支持服务成分。其中，核心成分主要体现在含有基本技术平台和产品所有设计和功能特性构成的物质产品，在进入各个东道国市场时，虽然可以在核心产品平台上对产品的某些功能要素进行适当的增删，但是，典型的全球型公司更多倾向于对产品核心成分进行标准化处理；产品包装成分是核心价值的外在表现形式，在此层面可以根据各个东道国市场进行某些适应性的调整，譬如，在色彩、文字和语言表达等方面与当地顾客对产品的衡量和理解相结合；在扩大产品的支持服务成分方面，则与当地的顾客预期、营销基础设施等高度相关。总之，产品成分模型为跨国公司实施全球化品牌与本土化弹性运作的全球品牌战略提供了一个有价值的思路：跨国公司在制定全球品牌战略时，对产品成分模型的核心成分平台的要素在品牌塑造和表现方面实行几近标准化的处理；在产品包装成分层面尽可能寻求各国顾客一致性基础上，对诸如语言、文字等具体的表现方式根据各国情况进行局部调整；而品牌体现的支持服务成分则需要进行更多适应当地的环境和顾客特性的调整。
问题解答：
Localization of the operation of global brand management strategy
Brand strategy of global standardization is by no means on the market in various countries can not be changed the same "template." On the contrary, the promotion of global brands and operations, we must maintain the core values of the brand elements of standardization, consistency, based on the performance level of the brand outside of localization of certain elements of partial adjustment. Of course, this partial adjustment not only affect the global standardization of the brand image and the above discussion of global brand strategy for the overall management framework, and this adjustment of local adaptation can also an excellent way across all countries because of language, culture and related differences in social conditions of the multinational global brand formed by the promotion and penetration of a variety of tangible and intangible barriers and obstacles to accelerate the realization of global branding and rate. Therefore, the question is to explore and find a localization in a flexible manner to adapt to the characteristics of global brand strategy and management methods.
First, the core elements of the product standardization of processing done at the same time as responding to external levels of elements in the brand has done to achieve adaptation. For the realization of a flexible manner to adapt to the local characteristics of the partial adjustment problems, according to Philip's proposal of "product component model" three levels: the core ingredients, packaging components and support services component. Among them, the core component is mainly reflected in the basic technology platform and products containing all design and functional characteristics of the material composition of products in each host country to enter the market, although the core product platform can be some of the features of the product elements of the appropriate additions and deletions, but the A typical global companies more inclined to the core constituents of the product standardization; product packaging components are the core values of the external manifestations, in this level, each host country, according to market adjustment of certain adaptive, for example, in color , text and language with local customers such as the measurement and understanding of the product combination; in expanding the product support services component is concerned, with local customer expectations, marketing, infrastructure, etc. are highly correlated. In short, the product composition model for multinational corporations to implement more flexible work practices of globalization and localization of the brand's global brand strategy offers a valuable ideas: Transnational Corporations in the development of global brand strategy, the product composition model core components of the platform elements of the brand shape and performance to implement nearly standardized treatment; ingredients in the product packaging as much as possible to seek the cooperation level of consistency in customer basis, such as language, text, etc. of specific manifestations of partial adjustment in accordance with national situation; and the brand reflects the support services component the need for more adapted to local conditions and customer characteristics of adjustment.
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