面对全球化激烈的竞争,只有认识到世界名牌的优势,正视我们与世界名牌的差距,通过恰当的品牌定位、品牌诊断、制定公司的品牌战略,在此基础上进行品牌形象管理,这样才能实现中国品牌的可持续发展。本文通过分析台湾品牌全球化管理的实践,为我国企业的品牌全球化提供适当的参考。 Faced with fierce competition in globalization, only by recognizing the advantages of the world famous brand, facing the gap between us and the world famous brand, through the appropriate brand positioning, brand diagnosis, the development of the company’s brand strategy, on the basis of brand image management, in order to To achieve the sustainable development of Chinese brands. By analyzing the practice of global brand management in Taiwan, this article provides an appropriate reference for our country’s brand globalization.