Chinese Brands GoingGlobal, But Not Necessarily AmericanMerriam访谈科特勒：中国品牌在海外" TITLE="美国专家LisaMerriam访谈科特勒：中国品牌在海外" />

Milton Kotler, the preeminent marketing pioneer in China, updatedme on Chinese brands. They may not be taking over the Americanmarket, but they are most definitely growing outside ofChina. Here are Milton’s observations:

米尔顿·科特勒先生（MiltonKotler）是活跃在中国并享有盛名的营销先锋，最近，他跟我分享了自己关于中国品牌的最新看法：也许，很多中国品牌可能还无法征服美国市场，但它们正积极走向海外。以下是米尔顿·科特勒博士的观点：

“Consumer brand management is making headway in the domestic Chinamarket and developing countries,even in Europe, with apparel,appliance, computers, white goods, blacks goods, autos, etc. Youwould be surprised to at the number of Chinese brands in Africa, SEAsia, Latin America and Eastern Europe.

“中国的消费品品牌已经有了长足的发展，它们在本土市场和新兴市场（甚至欧洲市场）上都已经取得了巨大的成功，这些品牌涉及多个领域，包括服装、电器、电脑、黑白家电、汽车等行业。现在，活跃于非洲、东南亚、拉美和东欧的中国品牌是如此之多，你一定会感到很惊讶。”

The U.S. is the toughest consumer brand market toenter, and they want to get their brand management ducks in orderso they don’t lose the shirts make a premature plunge.

There are strong Chinese brands in the B2B industrialsector. Huawei is now the world’s second largest telecommunicationscompany. Sany heavy duty vehicles is building a plant in Georgia tocompete with Caterpillar in the Y.S. home market. Yutong bus ismaking a brand deal with Greyhound. So there is movement.

“相对而言，美国市场是消费品品牌最难进入的市场，中国品牌进入得比较谨慎。但是，在B2B领域（工业品领域），在美国市场上，已经出现了一个强大的中国品牌——华为，华为现在是全球第二大通讯设备商。另外，三一重工也已经在美国佐治亚州建立了一家工厂，准备在卡特彼勒的本土市场与卡特彼勒的重型装备展开竞争。再者，中国客车巨头——宇通客车也正在筹划收购美国的Greyhound品牌……所以，形势已经发生了变化，中国品牌已经在美国市场上取得了显著进展。

The key thing is that brand management takes time tolearn how to do well. So China vigorously tries it in China andpatiently waits for scale entry into the U.S.market, so they don’tlose their shirt with a premature entry. Meantime, let’s not forgetthat Chinese companies are acquiring well known Western brands,like Volvo and whatever else in manufacturing, distribution andretailing that they can get their hands on.”

“由于学习品牌管理、提升品牌管理水平需要时间，目前，中国品牌在中国本土市场上表现活跃，积极学习和累积品牌管理经验，并耐心等待大规模进入美国市场的时机。总之，它们不会冒然进入美国市场。但与此同时，我们也注意到，中国很多企业正积极收购西方知名品牌（如沃尔沃），并努力在制造、分销和零售等各个环节积极渗透。”

Milton Kotler has been a business pioneer in China forsince 1999. His company Kotler Marketing Group, with offices inWashington DC, Beijing, Shanghai and Shenzhen, conducts projects inmarketing strategy, management and training. Clients includeMotorola, Ford Motor, IBM, JP Morgan Private Banking, Exxon Mobil,American Express, Microsoft, Novartis, British Telecom, Pfizer, andother Fortune 1,000 companies. He is an economic advisor to theMayors of Xian, Dalian and Harbin and is the author of AClear-Sighted View of Chinese Business Strategy, RenminUniversity Press, Beijing; 2003. His new book (forthcoming 2009) isWhy China? A Business Adventure.

自1999年以来，米尔顿·科特勒已经成为引导中国企业营销升级的先锋人物，他与菲利普·科特勒博士在1985年共同创立的“科特勒咨询集团”也已经在华盛顿、北京、上海、深圳等全球众多国家和地区深深扎根，能够为企业/政府/非赢利机构提供卓越的营销战略咨询和培训服务，其客户包括摩托罗拉、福特、IBM、JP摩根、埃克森美孚、微软、美国运通、诺华、英国电信、辉瑞等众多“财富1000强”企业。此外，米尔顿·科特勒博士也是中国西安、大连、哈尔滨等市的市长经济顾问。2003年，《科特勒看中国》一书由中国人民大学出版社出版发行，他最近的一部新书是《中国为什么？》。

摘自 http://www.business2community.com/branding/chinese-brands-going-global-but-not-necessarily-american-067936