企业品牌战略研究 外文翻译

1、brand strategy researchkapferer.j.h strategic brand management j.kogan page, london j.marketing science,2010(2):52-61.economic globalization, how to adapt to international trends, establish, a strong brand and enhance our competitiveness, have become pressing issues facing enterprises. based on the

2、analysis of the development of corporate marketing brand strategy in enterprise marketing role. enterise needs to sue a variety of means of competition to increase brand awarenss, improve brand positioning, an create a good brand image.first, japanese brands across the board defeat.november 22,2006

3、morning, nec announces that it would withdraw from 2g and 2.5mobile phone market, with means that, following sharp, panasonic, toshiba, mitsubishi, sanyo, a japanese mobile phone manufacturers later withdraw from the chinese market, japanese mobile phone has almost all except kyocera 2g mobile phone

4、 market in china out of contention.if we sum up the chinese household appliance market， today any different from ten years ago，i think the biggest difference is that japanese companies in china, japanese home appliance market downturn, the following main reasons: first, rigid enterpris system, decis

5、ion-marketing difficult, the reaction was slow, incompatible with the reality of the chinese market; second is weak in marketing, product planning capacity is not strong, it is difficult to judge according to their market lacunch to meet consumer demand; third, failure to grasp the industry best tim

6、e to transition is the japanse home appliance companies lose an important reason for market dominance.japanese companies come to the edge in the chinese market is causing companies think deeply about our nation? to make the international route and whether the enterprise of “japanese company” to the

7、lessons learned behind? second, the brand strategy implementation in china the current situation many old famous “flash in the pen”.chinese and foreign enterprises in the market the brand war, just grow up to be a great impact on national brands. the last century, a little-know 80s brand, not being

8、registered by trademark, is to be acquired, squeeze, even if theresidue is hard going down really developed very limited. here atypical case, the last century 80s to early 90s,he worked in air conditioning sector hit wonders of the warburg in 1998,was acquired kelon, the subsequent deline in brand i

9、mage is repeated.brand strategy has been an increasing emphasis on domestic enterprises caused the government to support.since the 80s of last century reform and opening up, chinas socialist econonomic construction has made remarkable achievements. from a planned economy tomarket economy era chiness

10、 companies, brand management has grown out of nothing.information, local governments at all levels of emphasis on brand-name, organization promoting the effort, policies measures have greatly ehangced qinghai, shenzhen, wuhan, ningbo, shenyang and other cities on chinese famous erterprises incentive

11、s to 100 millon, on dali an 3 million yuan, on brand-name companies have been cities for the 100000yuan reward-200000yuan.japanese 8th 2009 year to japanese 11th,the 40th international cousumer electronics show(ces) in las vegas ventian hotel opening. national enterprises in the ces, we achieve supe

12、rior results.it is understood that this year there are 4000 people registered to participate in china ces, including manufacturers, media and spectators, in the exhibition hall, there are 327 exhibitors. haier is the worlds most authoritative consumer electronics brand.3.the status of foreign brands

13、 in most sectors is still difficult to shakehowever, we should also see the face of numerous products on the market, allows consumers blueted out genuinely few domestic brands. with the opening up further, to a number of big companies have to squeeze into the chinese market, chinese market, a time f

14、illed with “sony”, “coca-cola”, “rejoice”, “benz” and various other internantional brands, many of these names foreign brands violently hitting the national brand in china. although the appliance industry, ed by haire brand, “konka”, “changhong”, “tcl” and other dometic brands have developed well,bu

15、t with the “sony”, “panasonic” ,“samsung” and other brands, they are still there competitive disadvangtage; in the it industry, “lenovo”, “founder”, “greatwall” and other countries compared to, brand awareness is still insurfficient; in consumer goods market, “p&g”, “oliver”, “henkel”, and other int

16、ernational companies have formed the three pillars.third, the brand strategy implementation in china problems and errors.currently, chinese brands have a huge international market opportunity and space for international brands has been inevitable, but there are also brand building is not unsatisfact

17、ory. our enterprise brand building problems:fators from the point of micro-enterprises themselves: there is a lace of technology development capacity; small-scale production and manahement,brand development lack of overall planning; ability of weak erports and international operations, brand awarene

18、ss is not strong;brabd positioning is not clear, there is a large range of factors such as blindness. speaking from the macro social factors: social mechanisms need to be improved, policy, exort-oriented policies for different sectors play different role in the promotion and limitation, the financia

19、l environment for business investment capacity and market expansion ability and the important influence. the establishment of market system in china has for many years, despite a significant improvement but still not perfect,there still has not really adapt to the market economy, consumer psychology

20、 has not yet fully mature.2.the current situation of global economic integration, the error of the brand strategy implementation.(1)ignore the brand investment, profit-orientedbackground of economic globalization, international competition is increasingly reflected in the brands competition, the ove

21、rwhelming majority of the brand strategy, brand such a full range of output through the form of multinational corporations gradually occupationof the international market. it is no exaggeration to say that now, the brand has achieced global strategic objectives of transnational corporations sharp we

22、apon, is an important means to cheieve capital expansion.rome was not built in a day cold.brand never be in the short term invented to be a long process of accumulation. many enterprises do not clearly recognize this point, attempt to create a brand in a short time, but ignored the long-term plannin

23、g and strategy.(2)brand strategy is a systematicthe implementation of brand strategy is a systematic, enterprise strategy and the overall development of an important component of competitive strategy. the emplementation of brand strategy is not rely on their overall quality and overall image enhance

24、ment, the need for scientific management idea and superb operational skills, but quit a few brand planner in this regard was particularly poor performance and immediate impact brand development, practical work in the emergence of many such errors: if that job is no create a brand to take a good bran

25、d is drawing a satisfactory visualsigns only; advertising is the only way to cuoltivate well-known brands, in addition to adbertising in the media, big, the other no attention; sacle enterprise product once formed, well-known brands on the naturally established; well-known brand is equivalert to hig

26、h price, to be unrealistically improve the product price. some companies, brands, or to sell its own brand low-cost transfer, such as our persent more than 20 million “three capital” enterprises, there 90%of de joint wenture using the foreign brands; clean silver toothpaste fctory in guangzhou to 2

27、million yuan cheap to transfer to joint ventures and other brands, is one such outstanding erample of the terrible consequences of today has become increasingly apparent-lost dometic ernterprises own brand, product and intellectual property rights, national industrial competitiveness lie!(3)product

28、is the enterprise competitive advantage in the market can be quickly imitated by competitors, beyond, the brand is insurmountable, real and lasting competitive advantage comes from innovation, in order to “change” should be “status quo”.brand is the concentrated expression of the core competitivenes

29、s. the market is constrantly changing face of any brand at any time to be out of danger. too much emphasis on the existing achievements, do not attach importance to innovation, leading to a lot of brand-name “dismount” the major reason. coca-colas former chiefmarketing officer sergio zyman, “the bra

30、nd is only the company logo products and services are different from competitors, is the most effective weapon to open up the market, execellent brand can make your product stand out. “products physical properties, quantitiy, price, quality, service is very easy to imitate competitors, er brands, al

31、ong with the product itself, also includes an attached product to cultural background, emotional, consumer cognition invisible things, so that enterprises yong yuan li in the competition undefeated. consumer awareness deciding the fate of the brand has a direct impact on consumer awareness deciding

32、the fate of the brand has a direct impact on consumer awareness. brand is the difference between the market enterprise important symbols is the benchmark for consumer spending to brand as the core has become a cor porate restructuring and reallocation of resources an important mechanism.in addition,

33、 enterprises should learn from successful experiences abroad to enhance their design and development capability. enterprises should dare to challenge the new technology revolution to create their own brand, and increase market competitiveness; we must work hard in the value of differentiation has be

34、en directly determined to achieve the final product sales, personal services are indispensable!2.to strengthen marketing, improve brand awareness, brand strategy will be organically integrated in their overall strategy to promote the overall development strategy.the implementation of brand marketing

35、 is an important part of the strategy. by choosing the right marketing approach can be effectively used to brand a household name brand, expand market share. brand strategy is not an isolate task, but the overall development strategy and business are closely related. a successful brand names more th

36、an just a brand its own thing, related to business management of all major strategic decision, these major strategic decision, these major strategic decisions were consciously carried out around to expand.企业品牌战略研究kapferer.j.h strategic brand management j.kogan page, london j.marketing science,2010(2

37、):52-61.在经济全球化的今天，如何适应国际化潮流，建立强势品牌，提高竞争能力，已经成为国内企业面临的迫切问题。本文在分析我国企业营销品牌发展状况的基础上，从品牌战略的内涵与其功能意义入手，探讨了品牌战略在企业营销中的作用。企业需要综合运用多种竞争手段提高品质，搞好品牌定位，塑造良好的品牌形象。一、日系品牌全线崩溃 2006年11月22日上午，nec宣布将推出2g及2.5g手机市场，这意味着继夏普、松下、东芝、三菱、三洋之后又一家手机厂商退出中国市场，日系手机除京瓷外几乎全部退出中国2g手机市场的争夺。如果我们总结今天的中国家电市场与十年前有什么不同的话，我想，最大的不同就是，日系企业在中

38、国的繁荣已经渐行渐远。对于日系手机败退，乃至日系家电走到中国市场的低谷，主要原因有以下几点：意识企业制度呆板，决策困难，反应速度慢，与另市场现实格格不入，难以适应快速变化的中国市场；二是市场营销能力弱，产品规划能力不强，很难很据自己对市场的判断与预测推出迎合消费者需求的产品，一直处于跟风的被动局面，无法满足中国市场的需要；三是未能把握住产业转型最佳时机，是日系家电企业失去市场主导地位的重要原因。日系企业在中国市场走到边缘是否引起我们民族企业的深思？欲走国际化路线的企业又是否从“日系企业”的背后吸取教训？二、我国企业实施品牌战略的现状分析1、众多昔日名牌“昙花一现”中外企业在市场上的品牌大战，使

39、刚刚成长起来的民族品牌受到极大的冲击。上世纪80年代稍有知名度的品牌，不是被抢注商标，就是被收购、挤垮，既是残留下来的也是惨淡经营，真正发展起来的极为有限。这里典型的案例，上世纪80年代至90年代初期，曾在空调界创下奇迹的华宝空调，在1998年被科龙收购，其后的品牌形象就一再下滑。2、品牌战略已日渐引起国内企业重视，政府的扶持自上世界80年代改革以来，我国社会主义经济建设取得了令人瞩目的成就，从计划经济时代走向市场经济时代的中国企业，品牌经营从无到有。资料显示，各地政府在对名牌的重视程度、组织推进力度、政策措施上有大幅度提升，青岛、深圳、武汉、宁波、沈阳等市对中国名牌企业的奖励为100万元，大

40、连为300万元，对获省市名牌的企业奖励10万元20万元。2007年1月8日至1月11日，第40界国际消费电子展（ces）在美国拉斯维加斯的威尼斯酒店开幕。在ces上我们民族企业取得骄人的业绩。据了解，今年中国有4000人注册参与ces，包括厂商，媒体和观众，在展馆中，有327家参展商。海尔被全球最权威的消费电子行业媒体twice评选为消费电子第一品牌。3、洋品牌的低位在多数行业仍是难以动摇的但是，我们也应看到，面对市场上纷繁的产品，真正能让消费者脱口而出的国内品牌屈指可数。随着对外开放的深入，国际上一些大公司纷纷挤入中国市场，一时间中国市场上充斥着“索尼”、“可口可乐”、“飘柔”、“奔驰”等种

41、种国际名牌，这些名目众多的洋品牌猛烈地撞击着中国的民族品牌。虽然在家电行业，以海尔品牌为首，“康佳”、“长虹”、“tcl”等国产名牌已发展得不错，但同“索尼”、“松下”、“三星”等名牌相比，仍然存在竞争劣势；在it行业，“联想”、“方正”、“长城”等品牌的竞争力都有明显提高，但与欧美、日本等国的产品相比，品牌知名度仍有不足；在日用消费品市场，“宝洁”、“利华”、“汉高”等国际公司已形成三足鼎立之势、三、我国企业实施品牌战略中存在的主要问题及误区目前，中国品牌走向国际市场有着巨大的机遇与空间，品牌的国际化已不可避免，然而品牌建设中也存在着不尽如人意的问题。我国企业实施品牌建设存在的问题：从微观企

42、业自身因素角度：存在技术开发能力不足，品牌竞争能力不强；品牌个性不足，缺乏创新个发展能力；生产和经营规模偏小，品牌发展缺乏整体规划；出口和国际经营能力偏弱，品牌意识不强；品牌定位不明确，存在较大的盲目性等一系列因素。从宏观社会环境因素上讲：社会机制有待进一步改善，政府法规的支撑需要进一步加强，国家的产业政策，出口导向型政策对不同的行业起着不同的促进各限制作用，金融环境对于去也的投资能力和市场扩张能力也有相当重要的影响力。我国建立市场体制也有好多年了，虽有了很大改善但仍不健全，有些方面还未真正适应市场经济的要求，消费者的心理还未完全成熟。1、 忽视品牌投资，急功近利经济全球化背景下，国际竞争越来越表现为品牌的竞争，现代跨国公司绝大多数都是知名品牌公司，尤其注重品牌战略的运用，通过品牌这种全方位的输出形态，跨国公司占领了国际市场，可以毫不夸张地说，至今，品牌已是跨国公司实现全球战