英文文献及翻译 企业品牌战略研究

1、企业品牌战略问题研究原文来源：kapferer, j. h strategic brand managementj. kogan page，london. 译为正文：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战略发展状况的基础上，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牌意识，搞好品牌定位，塑造良好品牌形象。一、日系品牌全线溃败2006年11月22日上午，nec宣布将退出2g及2.5g手机市场，这意味着继夏普、松下、东芝、三菱、三洋之后又一家日本手机

2、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，日系企业在中国的繁华已经渐行渐远。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：一是企业制度呆板，决策困难，反应速度慢，与中国市场现实格格不入，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，很难根据自己对市场的判断与预测推出迎合消费需求的产品，一直处于跟风的被动局面，无法满足中国市场的需求；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上走到边缘是否引起我们民族

3、企业的深思？欲走国际化路线的企业又是否从“日系企业”的背后吸取到了教训？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”中外企业在中国市场上的品牌大战，使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，即使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，政府的扶持自上世纪80年代改革开放以来，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

4、的中国企业，品牌经营也从无到有。资料显示，各地各级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，大连为300万元，对获省市名牌的企业奖励为10万元20万元。2007年1月8日至1月11日，第40届国际消费电子展（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评选为中国消费电子第一品牌。3.洋品牌的地位在多数行业仍是难以动摇但是，我们也应看到，面

5、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”等种种国际名牌，这些名目众多的洋名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

6、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和空间，品牌的国际化已经不可避免，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，缺乏创新和发展能力；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，政策法规的支撑需要进一步加强，国家的产业政策，出口导向政策对不同的行业起着不同的促进和限制作用，金融环境对于企业的投资能力和市场扩张能力也有相当重要的影

7、响力。我国建立市场体制也有好多年了，虽有了很大的改善但仍不够健全，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世界知名品牌公司，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，跨国公司逐步占领了国际市场，可以毫不夸张地说，而今，品牌已是跨国公司实现全球战略目标的锐利武器，是实现资本扩张的重要手段。冰冻三尺，非一日之寒。品牌绝不可能在短期内创出来，是一个长期积累的过程。很多企业没有清醒地认识到这一点，妄图在短时间内创出一个名牌，而忽视了长远的规划和战略。 (2)品牌战略

8、是一项系统工程品牌战略的实施是一项系统工程，是企业整体发展战略与竞争战略的重要组成部分。品牌战略的实施靠的是企业整体素质与整体形象的提高，需要有科学的经营理念和高超的运作技巧，但国内不少企业品牌策划者在此方面表现得尤为拙劣和急功近利， 影响了企业品牌的发展， 实际工作中出现了不少这样的误区： 如认为创建品牌工作就是给产品取个好名字， 提高产品知名度或把产品包装一下； 好的品牌是画个令人满意的视觉标志而已； 广告是培育知名品牌的唯一手段，除了在媒体上大肆作广告外， 其它别无关注； 企业产品规模一旦形成了， 知名品牌就自然而然地建立了； 知名品牌等同于高价， 必须不切实际地提高产品价格等。有的企业

9、甚至在品牌操作误区上走得更远， 不惜放弃企业自身品牌， 采用外国公司品牌， 或将自身品牌低价出售转让， 如我国现有20多万个“三资”企业中， 有90%以上的合资企业在使用外方品牌； 广州洁银牙膏厂以200万元低价将品牌转让给合资企业等， 就是这样的突出事例， 现今其可怕后果已日渐显现出来丧失了本国企业自身品牌、产品与知识产权， 民族产业竞争力究竟何在！ （3）产品是企业在市场中竞争优势可以很快被竞争对手模仿、超越，而品牌却难以逾越，真正持久的竞争优势来自于不断创新，以“不变”应“万变”品牌是核心竞争力的集中体现。市场是瞬息万变的，任何品牌都面临着随时被淘汰的危险。过于看重现有的成绩，不重视创新

10、，是导致很多名牌“下马”的重要原因。可口可乐公司前任首席营销官塞尔齐曼说，“品牌是惟一使公司产品和服务有别于竞争对手标志，是开辟市场最有效的武器，优秀的品牌可以让你的产品脱颖而出。”产品的物理属性、数量、价格、质量、服务等很容易被竞争对手模仿，而品牌除了产品本身，还包含了附加在产品上的文化背景、情感、消费者认知等无形的东西，使企业永远立于市场竞争的不败之地。消费者的认知决定企业的命运，而品牌又直接的影响了消费者的认知。品牌是市场中企业相互区别的重要标志，是消费者进行消费的风向标，以品牌为核心已成为企业重组和资源重新配置的重要机制。四、民族企业在品牌国际化进程中如何进行品牌定位1以科技为后盾，树

11、立“质量第一，以质取胜”的经营理念，品牌的时尚要素、个性化的突出产品质量是创造名牌的基石。产品的竞争力表现为品牌的竞争，而品牌竞争所依仗的则是产品的内在质量。一个品牌成长为名牌靠的是质量，一个品牌在市场上倒牌也大多是因为质量出了问题。所以，可以说，质量是品牌生命之所系。此外，企业还应借鉴国外成功经验，提高自己的设计开发能力。企业要敢在新技术革命的挑战中创造自己的品牌，提高产品的市场竞争能力，就必须在技术改造上下功夫。在世界个性化趋势的变化中，顾客的价值体验和差异化价值实现已经直接决定了产品的最终销售，个性化服务不可或缺！2.强化市场营销，提高品牌认知度，将品牌战略有机地融合于企业整体战略，并促

12、进整体战略的发展市场营销是实施品牌战略中的重要一环。通过选择正确的市场营销方式，可以有效地利用品牌效应让品牌家喻户晓，扩大市场占有率。实施品牌战略不是一项孤立的工作，而是与企业整体发展战略息息相关的。一个成功品牌形象的塑造绝不仅仅是品牌自身的事情，涉及到企业经营管理的所有重大战略决策，这些重大战略决策都要自觉地围绕品牌来进行，来展开。3遵循品牌设计规律，注重品牌形象，准确品牌的市场定位，品牌表现和传播的感性价值的突出品牌形象竞争并非全方位的竞争，每一个品牌都有自己的市场定位。定位的基本方法不是去创作某种新奇的或与众不同的事项，而是去操纵已经存在于心的东西，即将顾客心目中潜在的购买欲望挖掘出来，

13、使之转化为消费冲动。企业应以市场为向导，以科技为手段来适应其的要求变化，如建立信息反馈系统，不断搜集了解消费者需求和偏好的变化，以及对品牌的意见，以便引导消费，不断开拓新产品，为消费者提供个性化的服务，最大程度满足消费者，以使自己在竞争中处于有利地位。21世纪的世界已进入品牌国际化的竞争时代，品牌已成为一种新的国际语言进入到千家万户。以品牌来建立产品在市场中的地位，树立企业形象，是企业有效的市场竞争手段。品牌是产品的核心内容，品牌效应是其他营销手段所不及的。企业必须要通过管理制度、技术的创新，不断提高产品和服务的质量。同时要加大品牌国际竞争的战略研究和策划，从企业的组织结构、管理效率、营销策略

14、等方面，全方位提高品牌的国际竞争力。我国企业目前大多处于成长阶段，品牌实力较弱，这是勿庸置疑的事实，然而根据行业、市场和企业资源状况，趋利避害，选择最佳的品牌策略，才是明智的选择。比如现在比较通行的与具有知名品牌的境外公司合作生产，借壳上市；使用挂钩策略，重新界定品牌形象；用两个或多个品牌有效地组成协作联盟，提高自己品牌的社会接受力等。总之选择合适品牌战略，重视品牌营销创意和售后服务，以达到品牌轰动效应和强大冲击力，才能使品牌永葆青春活力，立于世界品牌之林。3brand strategy researchresource：kapferer, j. h strategic brand manag

15、ementj. kogan page，london. 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 analysis of the development of corporate marketing brand strategy, based on the content of b

16、rand strategy and its functional significance, to discuss the brand strategy in enterprise marketing role. enterprise needs to use a variety of means of competition to increase brand awareness, improve brand positioning, and create a good brand image.first, japanese brands across the board defeat no

17、vember 22, 2006 morning, nec announced that it would withdraw from 2g and 2.5g mobile phone market, which 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 kyoc

18、era 2g mobile phone 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 have been lopsided prosperity. the japanese mobile phone in retreat, and even went to

19、 china, japanese home appliance market downturn, the following main reasons: first, rigid enterprise system, decision-making difficult, the reaction was slow, incompatible with the reality of the chinese market, it is difficult to adapt to the rapidly changing chinese market; 2 is weak in marketing,

20、 product planning capacity is not strong, it is difficult to judge according to their market launch to meet consumer demand and forecast products, follow the trend has been in a passive situation, can not satisfy market demand; third, failure to grasp the industry best time to transition is the japa

21、nese home appliance companies lose an important reason for market dominance. japanese companies come to the edge in the chinese market is causing companies to think deeply about our nation? to take the international route and whether the enterprise of japanese company to the lessons learned behind?

22、second, the brand strategy implementation in china the current situation many old famous flash in the pan chinese and foreign enterprises in the chinese market the brand war; just grow up to be a great impact on national brands. the last century, a little-known 80s brand, not being registered by tra

23、demark, is to be acquired, squeeze, even if the residue is hard going down really developed very limited. here a typical 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 decline in brand image is repe

24、ated.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 economic construction has made remarkable achievements. from a planned economy to market economy era chinese companies, b

25、rand management has grown out of nothing. information, local governments at all levels of emphasis on brand-name, organization promoting the efforts, policies and measures have greatly enhanced qinghai, shenzhen, wuhan, ningbo, shenyang and other cities on the chinese famous enterprises incentives t

26、o 100 million, on dali an 3 million yuan, on brand-name companies have been cities for the 100,000 yuan reward 200000 yuan. january 8th 2009 year to january11th, the 40th international consumer electronics show (ces) in las vegas venetian hotel opening. national enterprises in the ces, we achieve su

27、perior results. it is understood that this year there are 4,000 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 industry media twice named for t

28、he chinese consumer electronics brand. 3. the status of foreign brands in most sectors is still difficult to shake however, we should also see the face of numerous products on the market, allows consumers blurted out genuinely few domestic brands. with the opening up further, to a number of big comp

29、anies have to squeeze into the chinese market, chinese market, a time filled with sony, coca-cola, rejoice, benz and various other international brands, many of these namesforeign brands violently hitting the national brand in china. although the appliance industry, led by haier brand, konka, changh

30、ong, tcl and other domestic brands have developed well, but with the sony, panasonic, samsung and other brands, they are still there competitive disadvantage; in the it industry, lenovo, founder, great wall and the brands competitiveness has improved significantly, but with europe and the united sta

31、tes, japan and other countries compared to, brand awareness is still insufficient; in consumer goods market, p & g, oliver, henkel, and other international companies have formed the three pillars. third, the brand strategy implementation in china problems and errors currently, chinese brands have a

32、huge international market opportunity and space for international brands has been inevitable, but there are also brand building is not unsatisfactory. our enterprise brand building problems factors from the point of micro-enterprises themselves: there is a lack of technology development, brand compe

33、titiveness is not strong; brand personality, lack of innovation and development capacity; small-scale production and management, brand development lack of overall planning; ability of weak exports and international operations, brand awareness is not strong; brand positioning is not clear, there is a

34、 large range of factors such as blindness. speaking from the macro social factors: social mechanisms need to be improved, policies and regulations support the need to further strengthen the countrys industrial policy, export-oriented policies for different sectors play different role in the promotio

35、n and limitation, the financial 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 mark

36、et economy, consumer psychology 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-oriented background of economic globalization, international competition is increasingly reflected

37、in the brands competition, the overwhelming majority of the modern world famous multinational companies, with particular emphasis on the use of brand strategy, brand such a full range of output through the form of multinational corporations gradually occupation of the international market, it is no

38、exaggeration to say that now, the brand has achieved global strategic objectives of transnational corporations sharp weapon, is an important means to achieve 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 enter

39、prises do not clearly recognize this point, attempt to create a brand in a short time, but ignored the long-term planning and strategy. (2) brand strategy is a systematic the implementation of brand strategy is a systematic, enterprise strategy and the overall development of an important component o

40、f competitive strategy. the implementation of brand strategy is to rely on their overall quality and overall image enhancement, the need for scientific management idea and superb operational skills, but quite a few brand planner in this regard was particularly poor performance and immediate impact b

41、rand development, practical work in the emergence of many such errors: if that job is to create a brand to take a good name to the product, improve product awareness, or what the product packaging; good brand is drawing a satisfactory visual signs only; advertising is the only way to cultivate well-

42、known brands, in addition to advertising in the media, big, the other no attention; scale enterprise product once formed, well-known brands on the naturally established; well-known brand is equivalent to high price, to be unrealistically improve the product price. some companies even go further in t

43、he brand wrong operation not hesitate to give up their own brand business, with foreign companies, brands, or to sell its own brand low-cost transfer, such as our present more than 20 million three capital enterprises, there 90% of the joint venture using the foreign brands; clean silver toothpaste

44、factory in guangzhou to 2 million yuan cheap to transfer to joint ventures and other brands, is one such outstanding example of the terrible consequences of today has become increasingly apparent - lost domestic enterprises own brand, product and intellectual property rights, national industrial com

45、petitiveness lie! (3) product 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

46、of the core competitiveness. the market is constantly 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 chief marketing office

47、r sergio zyman the brand is only the company logo products and services are different from competitors, is the most effective weapon to open up the market, excellent brand can make your product stand out. products physical properties, quantity, price, quality, service is very easy to imitate competi

48、tors, er brands, along 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

49、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 corporate restructuring and reallocation of resources an important mechanism. fourth, national enterprises in brand internationalization process

50、 of how to brand positioning backed by science and technology, establish a quality first, winning by quality business philosophy, the brands fashion elements, the outstanding individual product quality is the cornerstone of creating brand. competitiveness of their products performance in the competi

51、tion for the brand, and brand competition while relying on the inherent quality of products. growth for the brand through a brand is the quality of a brand in the market down are also in most of a problem because of the quality. therefore, it can be said, quality is the brand of life depends. in add

52、ition, 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 transformation. personali

53、zation trend in the world changes, the value of customer experience and the value of differentiation has been directly determined to achieve the final product sales, personal services are indispensable! 2. to strengthen marketing, improve brand awareness, brand strategy will be organically integrate

54、d in their overall strategy to promote the overall development strategy the implementation of brand marketing 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 isolated

55、 task, but the overall development strategy and business are closely related. a successful brand names more than just a brand its own thing, related to business management of all major strategic decision, these major strategic decisions were consciously carried out around the brand to expand. 3. fol

56、low the laws of the brand design, brand image, brand and accurate market positioning, brand performance and outstanding value emotional communication brand competition is not all-round competition; each brand has its own market position. the basic method is not positioning to create a novel or unique issues, but to manipulate what already exists in the heart, the eyes of potential customers to buy soon tapped desire to make it into consumer impulse. enterprises should take the market as guide, technology as a means to adap