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瀵逛甯轰汉澹瑷锛浜缃瑰浜涓浣濂藉浠涔涔娌℃瑰姣濡璇达杩浜缃锛稿浠ョ虫ヨЕ颁藉剁娑璐硅锛骞朵浠ユ规浜哄ｇ璁℃版璐涔颁跺淇℃浠ヤ瀹朵俊浣浜缃骞舵病藉璁╁歌绂诲缓璁句浼涓涔杩涓
2007骞村害娌椤胯ラ澶т(2007 Wharton Marketing Conference)寸缁浜涓哄涓衡ㄧ板(The Challenge of Going Globaland Staying Local)涓棰璁ㄨ轰浼浜哄鸿达ｅ涔(Coke)惧(Budweiser)杩风浠ユ哥澶ц浜э浣濡ㄦ涓甯哄瀵瑰ㄤ琛ㄧ版瑰锛浼蹇娴澶便
涓轰骞宠 杩浜锛缇藉己(Johnson&Johnson)甯轰汉澹寮濮纭浠涓稿甸璁ㄨ轰涓涔涓寮虹稿ㄧ涓婚ょ浜у昏宠揪路卞＋(LyndaWallace)璇达涔浠蹇椤诲ｄ瀹归杩瀛惧充绛瑰ヨ琛杩般浠璁稿ㄦц涓瀛ㄤ瀹垫椿搴锛涓轰甯轰娑璐硅濂藉涔浼涓
涓哄璁稿ㄧ垫椿搴锛寮虹稿轰汉澹寮濮浜уㄦ瑰甯虹版瀹浣灏濡浣褰卞板告ョ浜уㄥ恒杩瀛ㄤ涓椋╋濡涓浜уㄤ甯轰瀹浣宸澶澶э浣缁ㄥ虹浜у涔蹇椤讳锛ｅ藉骞朵甯ユ浣棰濂硅淬
卞＋琛ュ璇达涓瑰己镐浼锛ｅ氨虹插哥ュ婧浠峰浠枫哥镐俊堕杩(Band-Aid)璐翠浜绔浜瀵规浜у锛婧浠锋ｆ琛ㄦ杩圭涓涓规浣充娇ㄥ跺虹ョ杩涓归锛稿ㄥㄧ╁浠ュㄤ杈惧藉剁娣卞ユㄨ锛镐璁镐佃璋淬ㄥ灞甯轰腑锛浠涔挎ュ杈浣╂鼎绌洪达濂规猴浠浼ㄥ鸿ヤ骇稿规伴杈灏瑁绫诲锛浠ョ‘淇歌芥存浜垮
姣濡璇达瀵逛寮虹杩瀹朵浜缇芥版辰瑗垮板浼圭淮甯歌瑷锛藉涓缁4瑁杩璐达ㄥ杈惧藉堕澶х瑁浜у锛稿藉峰瑁澶у剁濠村挎姘达涓澶у浜у
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卞藉ら堕甯浜娆(Diageo)ㄧヤ腑涔靛惊婧浠峰浠风锛充娇ㄨユ板烘朵濡姝わ璇ュ稿ㄧ瑰楂绾у昏缃甯路娌浼(Rob Warren)濡璇淬浠涓浼杩浠锋ヤ杩浣涓借翠浠蜂拱板灏艰峰榛濞澹蹇(Johnnie WalkerBlack)灏灏艰峰榛甯浜娆хュ煎板澹蹇稿朵浜у告ㄩ(Smirnoff)浼瑰╂硅归(Captain Morgan)濮娣诲(Tanqueray)惧锛杩ュ澹(Guinness)уら跺楗
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ㄧ斤ら堕浠充惧ら涓卞界簿绁绯昏捣モ杩绉灏璇杩瀵艰翠瀹娴锋甯甯(Anheuser-Busch)绫冲(SAB Miller)涔寸绾蜂瀹娴锋甯甯镐浜ｈ矾锛挎浠ユヤ村ｄ惧ら涔(Kingof Beers)锛骞朵寮濮绗绫冲告纰虫按╁コ(the Queen of Carbs)濯浣ラ绉帮绫冲镐互蹭涓哄搴锛璇翠浠虫涓衡ら荤锛涓界锛骞朵琛ュ璇粹杩缇斤浠涓瑕瀵归ｇ兢甯鹃ゼ浜虹澶淬瀹娴锋甯甯稿荤О绫冲告锛涓哄绫冲歌界跺涓浣浜卞戒鸡锛浣辩界绫冲ら(Miller Brewing)ら(South African Breweries)骞惰涓ゅ跺哥ｆ按浠ヨ涔娉搴缁绫冲告鸿璁艰姹绂姝㈡锯纰虫按╁コ骞垮锛缁绫冲告よ
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寮虹哥卞＋涔琛ㄧず璧锛骞舵鸿喘涔版板戒寤惰姣稿ㄥ箍锛骞朵瀵艰撮澶宸ヤ撮(浠板)杞(涓哄介)甯歌伴撅浣瑕澶ч涓涔寰伴撅濂硅达存ヤ娇ㄤ介杩ュ鸿姣杩璐涔版板堕撮匡浣缁浣浠ユ村揩板缓绔宸辩介у
渚濡ㄦ境澶у╀锛姹＄(Burger King)蹇椁杩搴浠ラゥ楗跨板(Hungry Jack's)瀛缁ワ涓轰瀹舵境娲茬硅哥ヨ宸查ㄩｄ釜绉板ㄦ境娲插缓绔浜搞瓒ｇ姹＄ㄦ境娲插朵娇ㄨ涓や釜瀛缁ヤ板勾2003骞达稿涓灞搴扮‘瀹涓洪ゥ楗跨板
ユㄥㄧ村杩琛╁锛绉颁剧ず浜у哄涓寰姣濡璇撮叉妫姒(Colgate-Palmolive)ㄥㄧ村瀵瑰堕叉(Colgate)ㄤ蹇锛跺ㄧｈょ胯板昏瑗垮缁翠路(SylviaLin)濡璇淬讹浣浠ョ拌辨Colgate瀛凤冲ㄩ辫藉朵濡姝ゃ舵拌瑷瀛浣浠ㄦ涓藉堕戒涓涓澶х孩茬瀛瑁濂规猴娑璐硅ㄦ瀛板涔浼娉ㄦ伴插澶瑙澶х孩茬瀛瀵逛瀹瀛ヨ翠璁告撮瑕
浣涓虹琛ュт骇锛浣浜绾界害楂叉稿朵枫涓轰淇杩ㄤ腑界烽锛搁ㄤ涓涓涓瀵诲父绛モ涓宸辫琛绔浜ｇ甯轰汉澹ㄦ缁村ㄧ琛ㄥ板涓甯ヤ村ぇ浠ㄤ腑芥涓澶х峰锛璇达浠ㄩｉ浜ч叉凤骞朵婧浠烽杩浜浜у浣ㄥ涓瀹跺伐锛浠涓＄浜х嚎浜у风凤浣锛浠ュ涓涓锛浠烽ｄ浜у杩瑰璧锋ュ锛浣ㄤ腑藉猴讳朵浜轰豢浣浜у浠ユ浠冲璇粹ｄ负浠涔涓浠宸辨ヨ峰锛寰澶浜哄苟娌℃璇伴ｄ袱涓藉浜浠
淇℃ㄨ㈠稿妫(Accenture)浼浜鸿路濂ョ规(Susan Piotroski)绉帮搴褰版浠ラㄥ绉风规杩浜规充稿浣瀹惰宸辩浜у★浠ュ浠浠ヨЕ椤惧㈡甯ㄧ濯浣ㄤ涓ㄥ版癸璐ㄩ姣娼娴撮瑕锛濂硅达ㄥ跺版规靛界稿ㄤ腑斤绾挎虹娆惧瀵逛浜轰滑ヨ村甯搁瑕浠ユ╂缃(Motorola)涓(Samsung)浼灏涓浜浠浠娴轰骇杩涓甯恒
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存ラ涔灏辨缁寮濯浣浣跨ㄤ俊浠躲佃靛浠惰琛ラ璧浜跨郴缁锛浠ュ佃涓佃骞挎浣跨锛浣骞堕藉堕芥ユ杩浜′欢讹寰澶缇界绀惧洪芥稿虫寰舵峰骞垮浣跨ㄣ
杩澹灏(Disney)镐浣娑璐逛骇ㄩㄧ寮瑗挎÷锋芥璐(Francesca Stobbe)璇村稿ㄥㄧ村ㄥ箍宸辩讹宸寮娉寰宸寮绛瑕界舵芥璐绉板ス镐浼灏卞舵稿轰换浣濡ュ锛浣镐浼规宸卞ㄦ宸寮涓浜瑙ｅ瑰哥╁跺跺浜у杩琛璋淬ㄧ斤80锛姣浜插ㄥ┐垮虹涔灏卞凡缁ラ浠浠у锛浠ヨ开澹灏间稿杩琛璋达濂硅淬浣骞堕姣涓藉堕芥濡姝ゃㄥ跺版癸浣浜у蹇椤绘村涓у
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ラㄨ㈠告旦惧浣(OMD)板ラ㈣ｄ炬鼎路椹(Erin Matts)琛ㄧず璧锛骞剁О浜缃涓哄轰汉澹浜婧婧涓版洪
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楹(McKinsey)棣甯椤鹃杩灏路濮(Michael Lamb)猴褰浜轰滑╁凡浜瑙ｅ镐骇涓¤存讹缃缁ラㄦヨЕ瀹㈡锋归浼姣跺寰村浼瓒浣瀵逛ヨЕｄ骞朵浜瑙ｅ哥浜鸿瑷锛骞垮缃缁ラ涓借揪版濡璇磋绾х姗姒璧(Super Bowl)存惧箍藉寰锛浠璇达璋锋(Google)妫绱㈠モ甯告浣锛浠琛ュ璇达瑕杈惧板跺ラ锛板濯浣搴ㄨ村澶骞垮锛杩涓涓娌℃绛妗棰浣戒娇ㄦ板濯浣寤鸿惧璁ょュ害锛
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