中国企业品牌国际化外文文献译文

企业品牌战略研究Kapferer,J.H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意，搞好品牌定位，塑造良好品牌形象。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、三洋之后又一家日本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：一是企业制度呆板，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，很难根椐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上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处第一，众多昔日名牌“昙花一现”，中外企业在市场上的品牌大战，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。第二，品牌战略已日渐引起国内企业重视，获得政府的扶持。自上世纪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，品牌经营无从无到有。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）在美国杜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》评选为另消费电子第一品牌。第三，洋品牌的地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和空间，品牌的国际化已纱可避免，然而品牌建设中也存在着不尽如人意的问题。从微观企业自身因素角度来看，我国企业实施品牌建设存在以下问题：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响力。我国建立市场体制也有好多年了，虽有了很魇改善但仍不够健全，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。在经济全球化背景下，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，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动作技巧，但国内不少企业品牌策划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：如认为创建品牌工八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，除了在媒体上大肆做广告外，其他别无关注;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。有的企业甚至在品牌低价出售转让，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一一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，是导致很多品牌“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，“品牌是唯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品牌脱颖而出。”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、消费者认识等无形的东西，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。一个品牌成长为品牌靠的是质量，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。止匕外，企业还应借鉴国外成功经验，提高自己的设计开发能。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，就必须在技术创造上下功夫。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。实施品牌战略布施一项孤立的工作，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、开展。BrandStrategyResearchKapferer,J.HEconomicglobalization,howtoadapttointernationaltrends,establishastrongbrandandenhanceourcompetitiveness,havebecomepressingissuesfacingenterprises.Basedontheanalysisofthedevelopmentofcorporatemarketingbrandstrategy,basedonthecontentofbrandstrategyanitsfunctionalsignificance,todiscussthebrandstrategyinenterprisemarketingrole.Enterpriseneedstouseavarietyofmeansofcompetitiontoincreasebrandawareness,improvebrandpositioning,ancreateagoodbrandimage.First,Japanesebrandsacrosstheboarddefeat.November22,2006morning,NECannouncedthatitwouldwithdrawfrom2Gand2.5Gmobilephonemarket,whichmeansthat,followingSharp,Panasonic,Toshiba,Mitsubishi,Sanyo,aJapanesemobilephonemanufacturerslaterwithdrawfromtheChinesemarket,JapanesemobilephonehasalmostallexceptKyocera2GmobilephonemarketinChinaoutofcontention.IfwesumuptheChinesehouseholdappliancemarket,todayanydifferentfromtenyearsago,IthinkthebiggestdifferenceisthatJapanesecompaniesinChina,Japanesehomeappliancemarketdownturn,thefollowingmainreasons:First,rigidenterprisesystem,decision-makingdifficult,thereactionwasslow,incompatiblewiththerealityoftheChinesemarket,itisdifficulttoadapttotherapidlychangingChinesemarket;Secondisweakinmarketing,productplanningcapacityisnotstrong,itisdifficulttojudgeaccordingtotheirmarkerlaunchtomeetconsumerdemandandforecastproducts,followthetrendhasbeeninapassivesituation,cannotsatisfymarketdemand;Third,failuretograsptheindustrybesttimetotransitionistheJapanesehomeappliancecompaniesloseanimportantreasonformarketdominance.JapanesecompaniescometotheedgeintheChinesemarketiscausingcompaniestothinkdeeplyaboutournation?Totaketheinternationalrouteandwhethertheenterpriseof“JapaneseCompany”tothelessonslearnedbehind?Second,thebrandstrategyimplementationinChinatheCurrentSituation1、Manyoldfamous“flashinthepan”ChineseandforeignenterprisesintheChinesemarketthebrandwar;justgrowuptobeagreatimpactonnationalbrands.Thelastcentury,alittle-known80 ’sbrand,notbeingregisteredbytrademark,istobeacquired,squeeze,eveniftheresidueishardgoingdownreallydevelopedverylimited.Hereatypicalcase,thelastcentury80stoearly90s,heworkedinairconditioningsectorhitwondersoftheWarburgin1998,wasacquiredKelon,thesubsequentdeclineinbrandimageisrepeated.2、Brandstrategyhasbeenanincreasingemphasisondomesticenterprisescausedthegovernmenttosupport.Sincethe80soflastcenturyreformandopeningup,China’ssocialisteconomicconstructionhasmaderemarkableachievements.FromaplannedeconomytomarketeconomyeraChinesecompanies,brandmanagementhasgrownoutofnothing.Information,localgovernmentsatalllevelsofemphasisonbrand-name,organizationpromotingtheefforts,policiesmeasureshavegreatlyenhancedQinghai,Shenzhen,Wuhan,Ningbo,ShenyangandothercitiesontheChinesefamousenterprisesincentivesto100million,onDalian3millionYuan,onbrand-namecompanieshavebeencitiesforthe100000yuanreward-200000yuan..January8th2009yeartoJanuary11th,the40thInternationalConsumerElectronicsShow(CES)inLasVegasVenetianhotelopening.NationalenterprisesintheCES,weachievesuperiorresults.Itisunderstoodthatthisyearthereare4000peopleregisteredtoparticipateinChinaCES,includingmanufacturers,mediaandspectators,intheexhibitionhall,thereare327exhibitors.Haieristheworld'smostauthoritativeconsumerelectronicsindustrymedia“TWICE”namedfortheChineseconsumerelectronicsbrand.3、ThestatusofforeignbrandsinmostsectorsisstilldifficulttoshakeHowever,weshouldalsoseethefaceofnumerousproductsonthemarket,allowsconsumersblurtedoutgenuinelyfewdomesticbrands.Withtheopeningupfurther,toanumberofbigcompanieshavetosqueezeintotheChinesemarket,Chinesemarket,atimefilledwith“Sony”,“Coca-Cola”,“Rejoice”,“Benz”andvariousotherinternationalbrands,manyofthesenamesforeignbrandsviolentlyhittingthenationalbrandinChina.Althoughtheapplianceindustry,ledbyHaierbrand,“Konka”,“Changhong”,“TCL”andotherdomesticbrandshavedevelopedwell,butwiththe“Sony”,“Panasonic”“Samsung”andotherbrands,theyarestilltherecompetitivedisadvantage;intheITindustry,“Lenovo”,“Founder”,“GreatWall”andthebrand’scompetitivenesshasimprovedsignificantly,butwithEuropeandtheUnitedStates,Japanandothercountriescomparedto,brandawarenessisstillinsufficient;inConsumerGoodsmarket,“P&G”,“Oliver”,“Henkel”,andotherinternationalcompanieshaveformedthethreepillars.Third,thebrandstrategyimplementationinChinaProblemsandErrors.Currently,Chinesebrandshaveahugeinternationalmarkeropportunityandspaceforinternationalbrandshasbeeninevitable,buttherearealsobrandbuildingisnotunsatisfactory.OurEnterpriseBrandBuildingProblems:Factorsfromthepointofmicro-enterprisesthemselves:thereisalaceoftechnologydevelopment,brandcompetitivenessisnotstrong;brandpersonality,lackofinnovationanddevelopmentcapacity;small-scaleproductionandmanagement,branddevelopmentlackofoverallplanning;abilityofweakexportsandinternationaloperations,Brandawarenessisnotstrong;brandpositioningisnotclear,thereisalargerangeoffactorssuchasblindness.Speakingfromthemacrosocialfactors:socialmechanismsneedtobeimproved,policiesandregulationssupporttheneedtofurtherstrengthenthecountry’sindustrialpolicy,export-orientedpoliciesfordifferentsectorsplaydifferentroleinthepromotionandlimitation,thefinancialenvironmentforbusinessinvestmentcapacityandmarketexpansionabilityandtheimportantinfluence.TheestablishmentofmarketsysteminChinahasformanyyears,despiteasignificantimprovementbutstillnotperfect,therestillhasnotreallyadapttothemarketeconomy,consumerpsychologyhasnotyetfullymature.2、Thecurrentsituationofglobaleconomicintegration,theerrorofthebrandstrategyimplementationIgnorethebrandinvestment,profit-orientedBackgroundofeconomicglobalization,internationalcompetitionisincreasinglyreflectedinthebrand'scompetition,theoverwhelmingmajorityofthemodernworldfamousmultinationalcompanieswithparticularemphasisontheuseofbrandstrategy,brandsuchafullrangeofoutputthroughtheformofmultinationalcorporationsgraduallyoccupationoftheinternationalmarket,itisnoexaggerationtosaythatnow,thebrandhasachievedglobalstrategicobjectivesoftransnationalcorporationssharpweapon,isanimportantmeanstoachievecapitalexpansion.Romewasnotbuiltinadaycold.Brandneverbeintheshortterminventedtobealongprocessofaccumulation.Manyenterprisesdonotclearlyrecognizethispoint,attempttocreateabrandinashorttime,butignoredthelong-termplanningandstrategy.BrandstrategyisasystematicTheimplementationofbrandstrategyisasystematic,enterprisestrategyandtheoveralldevelopmentofanimportantcomponentofcompetitivestrategy.Theimplementationofbrandstrategyistorelyontheiroverallqualityandoverallimageenhancement,theneedforscientificmanagementideaandsuperboperationalskills,butquitafewbrandplannerinthisregardwasparticularlypoorperformanceandimmediateimpactbranddevelopment,practicalworkintheemergenceofmanysucherrors:Ifthatjobistocreateabrandtotakeagoodnametotheproduct,improveproductawareness,orwhattheproductpackaging;goodbrandisdrawingasatisfactoryvisualsignsonly;Advertisingistheonlywaytocultivatewell-knownbrands,inadditiontoadvertisinginthemedia,big,theothernoattention;scaleenterpriseproductonceformed,well-knownbrandsonthenaturallyestablished;well-knownbrandisequivalenttohighprice,tobeunrealisticallyimprovetheproductprice.SomecompaniesevengofurtherinthebrandWrongOperationnothesitatetogiveuptheirownbrandbusiness,withforeigncompanies,brands,ortosellitsownbrandlow-costtransfer,suchasourpresentmorethan20million “threecapital”enterprises,there90%ofthejointventureusingtheforeignbrands;cleansilvertoothpastefactoryinGhuangzhouto2millionyuancheaptotransfertojointventuresandotherbrands,isonesuchoutstandingexampleoftheterribleconsequencesoftodayhasbecomeincreasinglyapparent-lostdomesticenterprisesownbrand,productandintellectualpropertyrights,nationalindustrialcompetitivenesslie!Productistheenterprisecompetitiveadvantageinthemarketcanbequicklyimitatedbycompetitors,beyond,thebrandisinsurmountable,realandlastingcompetitiveadvantagecomesfrominnovation,inorderto“change”shouldbe“statusquo”Brandistheconcentratedexpressionofthecorecompetitiveness.Themarketisconstantlychangingfaceofanybrandatanytimetobeoutofdanger.Toomuchemphasisontheexistingachievements,donotattachimportancetoinnovation,leadingtoalotofbrand-name“dismount”themajorreason.Coca-Cola,sformerchiefmarketingofficerSergioZyman,“Thebrandisonlythecompanylogoproductsandservicesaredifferentfromcompetitors,isthemosteffectiveweapontoopenupthemarket,excellentbrandcanmakeyourproductstandout."Productsphysicalproperties,quantity,price,quality,serviceisveryeasytoimitatecompetitors,Erbrands,alongwiththeproductitself,alsoincludesanattachedproducttoculturalbackground,emotional,consumercognitioninvisiblethings,sothatenterprisesYongYuanLiinthecompetitionundefeated.Consumerawarenessdecidingthefateofthebrandhasadirectimpactonconsumerawareness.Brandisthedifferencebetweenthemarketenterpriseimportantsymbolsisthebenchmarkforconsumerspendingtobrandasthecorehasbecomeacorporaterestructuringandreallocationofresourcesanimportantmechanism.Fourth,nationalenterprisesinbrandinternationalizationprocessofhowtobrandpositioningBackedbyscienceandtechnology,establisha“qualityfirst,winningbyquality”businessphilosophy,thebrand,sfashionelements,theoutstandingindividualProductqualityisthecornerstoneofcreatingbrand.Competitivenessoftheirproductsperformanceinthecompetitionforthebrand,andbrandcompetitionwhilerelyingontheinherentqualityofproducts.Growthforthebrandthroughabrandisthequalityofabrandinthemarketdownarealsoinmostofaproblembecauseofthequality.Therefore,itcanbesaid,qualityisthebrandoflifedepends.Inaddition,enterprisesshouldlearnfromsuccessfulexperiencesabroadtoenhancetheirdesignanddevelopmentcapability.Enterprisesshoulddaretochallengethenewtechnologyrevolutiontocreatetheirownbrand,andincreasemarketcompetitiveness;wemustworkhardinthetransformation.Personalizationtrendintheworldchanges,thevalueofcustomerexperienceandthevalueofdifferentiationhasbeendirectlydeterminedtoachievethefinalproductsales,personalservicesareindispensable!2、Tostrengthenmarketing,improvebrandawareness,brandstrategywillbeorganicallyintegratedintheiroverallstrategytopromotetheoveralldevelopmentstrategy.Theimplementationofbrandmarketingisanimportantpartofthestrategy.Bychoosingtherightmarketingapproachcanbeeffectivelyusedtobrandahouseholdnamebrand,expandmarketshare.Brandstrategyisnotanisolatedtask,buttheoveralldevelopmentstrategyandbusinessarecloselyrelated.Asuccessfulbrandnamesmorethanjustabranditsownthing,relatedtobusinessmanagementofallmajorstrategicdecision,thesemajorstrategicdecisionswereconsciouslycarriedoutaroundthebrandtoexpand.3、Followthelawsofthebranddesign,brandimage,brandandaccuratemarketpositioning,brandperformanceandoutstandingvalueemotionalcommunicationBrandcompetitionisnotall-roundcompetition;eachbrandhasitsownmarketposition.Thebasicmethodisnotpositioningtocreateanoveloruniqueissues,buttomanipulatewhatalreadyexistsintheheart,theeyesofpotentialcustomerstobuysoontappeddesiretomakeitintoconsumerimpul