企业品牌战略研究中英文对照外文翻译文献.docx

1、企业品牌战略研究中英文对照外文翻译文献 中英文翻译Brand Strategy ResearchEconomic 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, base

2、d on the content of brand strategy an 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, an create a good brand image. First, Japanese brands across

3、 the board defeat November 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 al

4、most all except Kyocera 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, Japanese home appliance market downturn, the following main reas

5、ons: 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, product planning capacity is not strong, it is difficult to judge accor

6、ding to their marker 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 Japanese home appliance companies lose an important reason for market domina

7、nce . Japanese companies come to the edge in the Chinese market is causing companies tothink deeply about our nation? To take the international route and whether the enterprise of “Japanese Company” to the lessons learned behind? Second, the brand strategy implementation in China the Current Situati

8、on 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 trademark, is to be acquired, squeeze, even if the residue is hard goin

9、g 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 repeated. Brand strategy has been an increasing emphasis on domestic ent

10、erprises 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, brand management has grown out of nothing. Information, local gover

11、nments at all levels of emphasis on brand-name, organization promoting the efforts, policies measures have greatly enhanced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other cities on the Chinese famous enterprises incentives to 100 million, on Dali an 3 million Yuan, on brand-name companies have

12、 been cities for the 100000yuan reward-200000yuan. 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 superior results.It is understood that this year there are 4000 people regist

13、ered 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 the Chinese consumer electronics brand. 3.The status of foreign brands in mo

14、st 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 companies have to squeeze into the Chinese market, Chinese market, a time filled

15、 with “Sony”, “Coca-Cola”, “Rejoice”, “Benz” and various other international brands, many of these names foreign brands violently hitting the national brand in China .Although the appliance industry, led by Haier brand, “Konka” , “Changhong” , “TCL” and other domestic brands have developed well, but

16、 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 States, Japan and other countries compared to, b

17、rand 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 huge international marker opportunity a

18、nd 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 lace of technology development, brand competitiveness is not strong; brand persona

19、lity, 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 large range of factors such as blindne

20、ss. 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 promotion and limitation, the financial environ

21、ment 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 market economy, consumer psychology has not

22、 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 in the brands competition, the overwhe

23、lming 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 exaggeration to say that now, the brand

24、 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 enterprises do not clearly recognize this p

25、oint, 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 of competitive strategy. The implementa

26、tion 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 quit a few brand planner in this regard was particularly poor performance and immediate impact brand development, practical work in the

27、 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-known brands, in addition to advertisin

28、g 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 the brand Wrong Operation not hesitate t

29、o 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 factory in Ghuangzhou to 2 million yu

30、an 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 competitiveness lie! (3) Product is the e

31、nterprise 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 of the core competitiveness. The m

32、arket 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 officer Sergio Zyman, “The brand is on

33、ly 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 competitors, Er brands, along with the product itself, also incl