企业品牌战略规划外文翻译.docx

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