问题描述：
第二，根据全球品牌要素的区分管理模式对各东道国市场品牌实施策略做适应性调整。摩托罗拉及可口可乐公司将品牌标志、品牌标识、品牌特征、品牌定位、广告主题作为品牌强制性执行要素；将广告执行、网络策略、促销活动、价格策略和当地赞助活动作为可调整性执行要素。这反映公司在维持全球范围内的品牌一致性形象的前提下，又使品牌经理在促销活动等方面有一定的自主权。这种区分对创建全球品牌的跨国企业来说是非常重要的，在具体实施过程中，必须给予品牌负责的个人或团队以适当的灵活性，这对不同国家、不同市场的品牌运作来说是必不可少的。正如菲利普•R•凯特奥拉和约翰•L•格雷厄姆在讨论全球品牌弹性问题中介绍到：“跨国公司在实施全球品牌弹性化的具体操作过程中，先制作一个形成品牌形象的众多营销要素的清单，在清单上列出作为子公司在众多的体现品牌形象的营销要素中，由公司总部高级品牌管理组织限定：在海外市场的子公司对哪些核心品牌要素必须是高度统一无任何弹性的；哪些品牌要素是可以为适应当地市场作适当调整的；哪些品牌要素是可以任意调整的”。[][⑥]这种品牌要素区分管理模式对跨国公司实现全球品牌战略具有重要的战略意义，因为该模式既贯彻了标准化全球品牌战略的要求，又按照各东道国市场特点进行了适应性调整。
第三，在全球品牌引领统筹下，发展适应东道国的弹性渠道策略。跨国公司在所有东道国市场实施渠道标准化是最为困难的事情，这是由于一个国家的渠道往往受到该国的物质水平和文化传统的深度影响。但在跨国公司的全球市场扩张战略中，完全可以将品牌、产品等能够通过标准化产生规模经济和范围效应的营销要素，和渠道模式等不易标准化的营销要素进行结合，这也是高级全球化战略的体现。因为，渠道模式必须适应当地的物质、文化环境和在此基础上顾客的购买习惯。除此之外，在渠道流程控制、渠道效益评估等方面仍是具有标准化的潜力。毫无疑问，借助全球品牌强大感染力将会极大提高跨国公司的渠道扩展效率。
通过这篇酒店的本土化，一方面是为了提高产品质量，一方面是为了降低产品成本，当然酒店的产品就两种，看不见的服务和看得见的实物。
基本结论：跨国公司的全球品牌战略及其本土化管理，就其本质而言是一种“品牌全球化、运作本土化”的处理模式，其关键是依靠一套系统的全球品牌规划和管理体系，在品牌的运作实施方面灵活、辩证地融合标准化和本土化于一体。
问题解答：
Secondly, according to the distinction between elements of global brand management model of the implementation strategy of the host market brand adjusted to suit. Motorola and Coca-Cola Company will be the brand logo, brand identity, brand characteristics, brand positioning, advertising theme as the mandatory implementation of the elements of the brand; to ad implementation, network strategy, promotional activities, pricing strategies and local sponsorship activities as the implementation of elements of scalability. This is reflected in the maintenance of global brand image under the premise of consistency, and also allows the brand manager in marketing activities have a certain autonomy. This distinction of creating a global brand is very important to multinationals, in particular the implementation process must be given to the brand for individuals or teams with appropriate flexibility, which in different countries and different markets, brand operation is essential. As Philip • R • Cateora and John • L • Graham in discussing the problem of flexibility in a global brand introduced to: "transnational corporations in the implementation of a global brand flexible concrete operation, the first production of a large number of the formation of brand image marketing the list of elements in the list are listed as subsidiaries in numerous marketing elements reflect the brand image, the senior brand management by the company's headquarters organizations, limited to: In the overseas markets, a subsidiary of the core brand elements to which must be a high degree of unity without any flexible; what the brand elements are able to adapt to the local market to make appropriate adjustments; Which brand elements can be arbitrarily adjusted. " [] [⑥] distinction between elements of the brand management model for multinational companies with global brand strategy, strategic importance, because the model not only implemented the requirements of standardized global brand strategy, but also in accordance with the characteristics of each host country market adaptation.
Third, under the aegis of leading global brands, developing the flexibility to adapt to the host channel strategy. Multinationals in all market channels of implementation, standardization of the host country is the most difficult thing, this is because the channels of a country is often affected by the level of the country's material and cultural traditions of the depth of the impact. However, in multinational companies in the global market expansion strategy is entirely possible for the brands, products, able to generate economies of scale and scope of the effect of standardizing the marketing elements, and channel mode is not easy to combine elements of the standardization of marketing, which is high-level global strategy expression. Because the channel model must be adapted to local physical, cultural environment and on this basis, the customer buying habits. In addition, the channel flow control, channel efficiency assessment still is a standard potential. There is no doubt, with a powerful global brand will greatly enhance the appeal of the channel expansion and the efficiency of transnational corporations.
Through the localization of this hotel, on the one hand is to improve product quality, on the one hand is to reduce product cost, of course, on the two kinds of hotel products, services and visible the invisible kind.
Basic conclusions: Transnational Corporations and localization of global brand strategy and its management, by its very nature is a kind of "brand of globalization, the operation of localization," processing mode, the key is to rely on a system of global brand planning and management system , in the brand's operational flexibility in the implementation of a dialectical integration of standardization and localization in one.
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Secondly, according to the distinction between elements of global brand management model of the implementation strategy of the host market brand adjusted to suit. Motorola and Coca-Cola Company will be the brand logo, brand identity, brand characteristics, brand positioning, advertising theme as the mandatory implementation of the elements of the brand; to ad implementation, network strategy, promotional activities, pricing strategies and local sponsorship activities as the implementation of elements of scalability. This is reflected in the maintenance of global brand image under the premise of consistency, and also allows the brand manager in marketing activities have a certain autonomy. This distinction of creating a global brand is very important to multinationals, in particular the implementation process must be given to the brand for individuals or teams with appropriate flexibility, which in different countries and different markets, brand operation is essential. As Philip • R • Cateora and John • L • Graham in discussing the problem of flexibility in a global brand introduced to: "transnational corporations in the implementation of a global brand flexible concrete operation, the first production of a large number of the formation of brand image marketing the list of elements in the list are listed as subsidiaries in numerous marketing elements reflect the brand image, the senior brand management by the company's headquarters organizations, limited to: In the overseas markets, a subsidiary of the core brand elements to which must be a high degree of unity without any flexible; what the brand elements are able to adapt to the local market to make appropriate adjustments; Which brand elements can be arbitrarily adjusted. " [] [⑥] distinction between elements of the brand management model for multinational companies with global brand strategy, strategic importance, because the model not only implemented the requirements of standardized global brand strategy, but also in accordance with the characteristics of each host country market adaptation.
Third, under the aegis of leading global brands, developing the flexibility to adapt to the host channel strategy. Multinationals in all market channels of implementation, standardization of the host country is the most difficult thing, this is because the channels of a country is often affected by the level of the country's material and cultural traditions of the depth of the impact. However, in multinational companies in the global market expansion strategy is entirely possible for the brands, products, able to generate economies of scale and scope of the effect of standardizing the marketing elements, and channel mode is not easy to combine elements of the standardization of marketing, which is high-level global strategy expression. Because the channel model must be adapted to local physical, cultural environment and on this basis, the customer buying habits. In addition, the channel flow control, channel efficiency assessment still is a standard potential. There is no doubt, with a powerful global brand will greatly enhance the appeal of the channel expansion and the efficiency of transnational corporations.
Through the localization of this hotel, on the one hand is to improve product quality, on the one hand is to reduce product cost, of course, on the two kinds of hotel products, services and visible the invisible kind.
Basic conclusions: Transnational Corporations and localization of global brand strategy and its management, by its very nature is a kind of "brand of globalization, the operation of localization," processing mode, the key is to rely on a system of global brand planning and management system , in the brand's operational flexibility in the implementation of a dialectical integration of standardization and localization in one.
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