企业品牌战略规划外文翻译.docx
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企业品牌战略规划外文翻译
企业品牌战略规划外文翻译
(文档含中英文对照即英文原文和中文翻译)
BrandStrategyResearch
Kapferer.J.HStrategicBrandManagement[J].KoganPage,London[J].MarketingScience,2010
(2):
52-61.
Economicglobalization,howtoadapttointernationaltrends,establish,astrongbrandandenhanceourcompetitiveness,havebecomepressingissuesfacingenterprises.Basedontheanalysisofthedevelopmentofcorporatemarketingbrandstrategyinenterprisemarketingrole.Enteriseneedstosueavarietyofmeansofcompetitiontoincreasebrandawarenss,improvebrandpositioning,ancreateagoodbrandimage.
First,Japanesebrandsacrosstheboarddefeat.
November22,2006morning,NECannouncesthatitwouldwithdrawfrom2Gand2.5mobilephonemarket,withmeansthat,followingSharp,Panasonic,Toshiba,Mitsubishi,Sanyo,aJapanesemobilephonemanufacturerslaterwithdrawfromtheChinesemarket,JapanesemobilephonehasalmostallexceptKyocera2GmobilephonemarketinChinaoutofcontention.
IfwesumuptheChinesehouseholdappliancemarket,todayanydifferentfromtenyearsago,IthinkthebiggestdifferenceisthatJapanesecompaniesinChina,Japanesehomeappliancemarketdownturn,thefollowingmainreasons:
First,rigidenterprissystem,decision-marketingdifficult,thereactionwasslow,incompatiblewiththerealityoftheChinesemarket;Secondisweakinmarketing,productplanningcapacityisnotstrong,itisdifficulttojudgeaccordingtotheirmarketlacunchtomeetconsumerdemand;Third,failuretograsptheindustrybesttimetotransitionistheJapansehomeappliancecompaniesloseanimportantreasonformarketdominance.
JapanesecompaniescometotheedgeintheChinesemarketiscausingcompaniesthinkdeeplyaboutournation?
Tomaketheinternationalrouteandwhethertheenterpriseof“JapaneseCompany”tothelessonslearnedbehind?
Second,thebrandstrategyimplementationinChinatheCurrentSituationManyoldfamous“flashinthepen”.
Chineseandforeignenterprisesinthemarketthebrandwar,justgrowuptobeagreatimpactonnationalbrands.Thelastcentury,alittle-know80’sbrand,notbeingregisteredbytrademark,istobeacquired,squeeze,eveniftheresidueishardgoingdownreallydevelopedverylimited.Hereatypicalcase,thelastcentury80stoearly90s,heworkedinairconditioningsectorhitwondersoftheWarburgin1998,wasacquiredKelon,thesubsequentdelineinbrandimageisrepeated.
Brandstrategyhasbeenanincreasingemphasisondomesticenterprisescausedthegovernmenttosupport.
Sincethe80soflastcenturyreformandopeningup,China’ssocialistecononomicconstructionhasmaderemarkableachievements.FromaplannedeconomytomarketeconomyeraChinesscompanies,brandmanagementhasgrownoutofnothing.
Information,localgovernmentsatalllevelsofemphasisonbrand-name,organizationpromotingtheeffort,policiesmeasureshavegreatlyehangcedQinghai,Shenzhen,Wuhan,Ningbo,ShenyangandothercitiesonChinesefamouserterprisesincentivesto100millon,onDalian3millionYuan,onbrand-namecompanieshavebeencitiesforthe100000yuanreward-200000yuan.
Japanese8th2009yeartoJapanese11th,the40thInternationalCousumerElectronicsShow(CES)inLasVegasVentianhotelopening.NationalenterprisesintheCES,weachievesuperiorresults.
Itisunderstoodthatthisyearthereare4000peopleregisteredtoparticipateinChinaCES,includingmanufacturers,mediaandspectators,intheexhibitionhall,thereare327exhibitors.Haieristheworld’smostauthoritativeconsumerelectronicsbrand.
3.Thestatusofforeignbrandsinmostsectorsisstilldifficulttoshake
However,weshouldalsoseethefaceofnumerousproductsonthemarket,allowsconsumersbluetedoutgenuinelyfewdomesticbrands.Withtheopeningupfurther,toanumberofbigcompanieshavetosqueezeintotheChinesemarket,Chinesemarket,atimefilledwith“sony”,“Coca-Cola”,“rejoice”,“Benz”andvariousotherinternantionalbrands,manyofthesenamesforeignbrandsviolentlyhittingthenationalbrandinChina.Althoughtheapplianceindustry,edbyhairebrand,“Konka”,“Changhong”,“TCL”andotherdometicbrandshavedevelopedwell,butwiththe“Sony”,“Panasonic”,“Samsung”andotherbrands,theyarestilltherecompetitivedisadvangtage;intheITindustry,“Lenovo”,“Founder”,“GreatWall”andothercountriescomparedto,brandawarenessisstillinsurfficient;inConsumerGoodsmarket,“P&G”,“Oliver”,“Henkel”,andotherinternationalcompanieshaveformedthethreepillars.
Third,thebrandstrategyimplementationinChinaProblemsandErrors.
Currently,Chinesebrandshaveahugeinternationalmarketopportunityandspaceforinternationalbrandshasbeeninevitable,buttherearealsobrandbuildingisnotunsatisfactory.
OurEnterpriseBrandBuildingProblems:
Fatorsfromthepointofmicro-enterprisesthemselves:
thereisalaceoftechnologydevelopmentcapacity;small-scaleproductionandmanahement,branddevelopmentlackofoverallplanning;abilityofweakerportsandinternationaloperations,Brandawarenessisnotstrong;brabdpositioningisnotclear,thereisalargerangeoffactorssuchasblindness.Speakingfromthemacrosocialfactors:
socialmechanismsneedtobeimproved,policy,exort-orientedpoliciesfordifferentsectorsplaydifferentroleinthepromotionandlimitation,thefinancialenvironmentforbusinessinvestmentcapacityandmarketexpansionabilityandtheimportantinfluence.TheestablishmentofmarketsysteminChinahasformanyyears,despiteasignificantimprovementbutstillnotperfect,therestillhasnotreallyadapttothemarketeconomy,consumerpsychologyhasnotyetfullymature.
2.Thecurrentsituationofglobaleconomicintegration,theerrorofthebrandstrategyimplementation.
(1)Ignorethebrandinvestment,profit-oriented
Backgroundofeconomicglobalization,internationalcompetitionisincreasinglyreflectedinthebrand’scompetition,theoverwhelmingmajorityofthebrandstrategy,brandsuchafullrangeofoutputthroughtheformofmultinationalcorporationsgraduallyoccupationoftheinternationalmarket.Itisnoexaggerationtosaythatnow,thebrandhasachiecedglobalstrategicobjectivesoftransnationalcorporationssharpweapon,isanimportantmeanstocheievecapitalexpansion.
Romewasnotbuiltinadaycold.Brandneverbeintheshortterminventedtobealongprocessofaccumulation.Manyenterprisesdonotclearlyrecognizethispoint,attempttocreateabrandinashorttime,butignoredthelong-termplanningandstrategy.
(2)Brandstrategyisasystematic
Theimplementationofbrandstrategyisasystematic,enterprisestrategyandtheoveralldevelopmentofanimportantcomponentofcompetitivestrategy.Theemplementationofbrandstrategyisnotrelyontheiroverallqualityandoverallimageenhancement,theneedforscientificmanagementideaandsuperboperationalskills,butquitafewbrandplannerinthisregardwasparticularlypoorperformanceandimmediateimpactbranddevelopment,practicalworkintheemergenceofmanysucherrors:
Ifthatjobisnocreateabrandtotakeagoodbrandisdrawingasatisfactoryvisualsignsonly;Advertisingistheonlywaytocuoltivatewell-knownbrands,inadditiontoadbertisinginthemedia,big,theothernoattention;sacleenterpriseproductonceformed,well-knownbrandsonthenaturallyestablished;well-knownbrandisequivalerttohighprice,tobeunrealisticallyimprovetheproductprice.Somecompanies,brands,ortosellitsownbrandlow-costtransfer,suchasourpersentmorethan20million“threecapital”enterprises,there90%ofdejointwentureusingtheforeignbrands;cleansilvertoothpastefctoryinGuangzhouto2millionyuancheaptotransfertojointventuresandotherbrands,isonesuchoutstandingerampleoftheterribleconsequencesoftodayhasbecomeincreasinglyapparent-lostdometicernterprisesownbrand,productandintellectualpropertyrights,nationalindustrialcompetitivenesslie!
(3)Productistheenterprisecompetitiveadvantageinthemarketcanbequicklyimitatedbycompetitors,beyond,thebrandisinsurmountable,realandlastingcompetitiveadvantagecomesfrominnovation,inorderto“change”shouldbe“statusquo”.
Brandistheconcentratedexpressionofthecorecompetitiveness.Themarketisconstrantlychangingfaceofanybrandatanytimetobeoutofdanger.Toomuchemphasisontheexistingachievements,donotattachimportancetoinnovation,leadingtoalotofbrand-name“dismount”themajorreason.Coca-Cola’sformerchiefmarketingofficerSergioZyman,“thebrandisonlythecompanylogoproductsandservicesaredifferentfromcompetitors,isthemosteffectiveweapontoopenupthemarket,execellentbrandcanmakeyourproductstandout.“Productsphysicalproperties,quantitiy,price,quality,serviceisveryeasytoimitatecompetitors,Erbrands,alongwiththeproductitself,alsoincludesanattachedproducttoculturalbackground,emotional,consumercognitioninvisiblethings,sothatenterprisesYongYuanLiinthecompetitionundefeated.Consumerawarenessdecidingthefateofthebrandhasadirectimpactonconsumerawarenessdecidingthefateofthebrandhasadirectimpactonconsumerawareness.Brandisthedifferencebetweenthemarketenterpriseimportantsymbolsisthebenchmarkforconsumerspendingtobrandasthecorehasbecomeacorporaterestructuringandreallocationofresourcesanimportantmechanism.
Inaddition,enterprisesshouldlearnfromsuccessfulexperiencesabroadtoenhancetheirdesignanddevelopmentcapability.Enterprisesshoulddaretochallengethenewtechnologyrevolutiontocreatetheirownbrand,andincreasemarketcompetitiveness;Wemustworkhardinthe