企业管理类外文翻译.docx
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企业管理类外文翻译
学号0814080102
河北科技师范学院
本科毕业论文
院(系)名称:
工商管理学院
专业名称:
旅游管理
学生姓名:
崔瑞哲
指导教师:
薛亚娟
二○一一年十二月
学号081408012
河北科技师范学院
本科毕业设计
外文翻译
院(系)名称:
工商管理学院
专业名称:
旅游管理
学生姓名:
崔瑞哲
指导教师:
薛亚娟
二○一一年十二月
企业品牌战略研究外文文献
BrandStrategyResearch
Resource:
Kapferer,J.HStrategicBrandManagement[J].KoganPage,London
Economicglobalization,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;2isweakinmarketing,productplanningcapacityisnotstrong,itisdifficulttojudgeaccordingtotheirmarkerlaunchtomeetconsumerdemandandforecastproducts,followthetrendhasbeeninapassivesituation,cannotsatisfymarketdemand;Third,failuretograsptheindustrybesttimetotransitionistheJapanesehomeappliancecompaniesloseanimportantreasonformarketdominance.
JapanesecompaniescometotheedgeintheChinesemarketiscausingcompaniestothinkdeeplyaboutournation?
Totaketheinternationalrouteandwhethertheenterpriseof“JapaneseCompany”tothelessonslearnedbehind?
Second,thebrandstrategyimplementationinChinatheCurrentSituation
Manyoldfamous“flashinthepan”
ChineseandforeignenterprisesintheChinesemarketthebrandwar;justgrowuptobeagreatimpactonnationalbrands.Thelastcentury,alittle-known80’sbrand,notbeingregisteredbytrademark,istobeacquired,squeeze,eveniftheresidueishardgoingdownreallydevelopedverylimited.Hereatypicalcase,thelastcentury80stoearly90s,heworkedinairconditioningsectorhitwondersoftheWarburgin1998,wasacquiredKelon,thesubsequentdeclineinbrandimageisrepeated.
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.Thestatusofforeignbrandsinmostsectorsisstilldifficulttoshake
However,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,theerrorofthebrandstrategyimplementation
(1)Ignorethebrandinvestment,profit-oriented
Backgroundofeconomicglobalization,internationalcompetitionisincreasinglyreflectedinthebrand’scompetition,theoverwhelmingmajorityofthemodernworldfamousmultinationalcompanieswithparticularemphasisontheuseofbrandstrategy,brandsuchafullrangeofoutputthroughtheformofmultinationalcorporationsgraduallyoccupationoftheinternationalmarket,itisnoexaggerationtosaythatnow,thebrandhasachievedglobalstrategicobjectivesoftransnationalcorporationssharpweapon,isanimportantmeanstoachievecapitalexpansion.
Romewasnotbuiltinadaycold.Brandneverbeintheshortterminventedtobealongprocessofaccumulation.Manyenterprisesdonotclearlyrecognizethispoint,attempttocreateabrandinashorttime,butignoredthelong-termplanningandstrategy.
(2)Brandstrategyisasystematic
Theimplementationofbrandstrategyisasystematic,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!
(3)Productistheenterprisecompetitiveadvantageinthemarketcanbequicklyimitatedbycompetitors,beyond,thebrandisinsurmountable,realandlastingcompetitiveadvantagecomesfrominnovation,inorderto“change”shouldbe“statusquo”
Brandistheconcentratedexpressionofthecorecompetitiveness.Themarketisconstantlychangingfaceofanybrandatanytimetobeoutofdanger.Toomuchemphasisontheexistingachievements,donotattachimportancetoinnovation,leadingtoalotofbrand-name“dismount”themajorreason.Coca-Cola’sformerchiefmarketingofficerSergioZyman,“Thebrandisonlyth