企业品牌战略规划外文翻译.docx

1、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）Brand Strategy ResearchKapferer.J.H Strategic Brand Management J.Kogan Page, London J.Marketing Science,2010(2):52-61. Economic globalization, how to adapt to international trends, establish, a strong brand and enhance our competitiveness, have become pre

2、ssing issues facing enterprises. Based on the analysis of the development of corporate marketing brand strategy in enterprise marketing role. Enterise needs to sue a variety of means of competition to increase brand awarenss, improve brand positioning, an create a good brand image. First, Japanese b

3、rands across the board defeat.November 22,2006 morning, NEC announces that it would withdraw from 2G and 2.5mobile phone market, with means that, following Sharp, Panasonic, Toshiba, Mitsubishi, Sanyo, a Japanese mobile phone manufacturers later withdraw from the Chinese market, Japanese mobile phon

4、e has almost 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 mai

5、n reasons: First, rigid enterpris system, decision-marketing difficult, the reaction was slow, incompatible with the reality of the Chinese market; Second is weak in marketing, product planning capacity is not strong, it is difficult to judge according to their market lacunch to meet consumer demand

6、; Third, failure to grasp the industry best time to transition is the Japanse home appliance companies lose an important reason for market dominance.Japanese companies come to the edge in the Chinese market is causing companies think deeply about our nation? To make the international route and wheth

7、er the enterprise of “Japanese Company” to the lessons learned behind? Second, the brand strategy implementation in China the Current Situation Many old famous “flash in the pen”.Chinese and foreign enterprises in the market the brand war, just grow up to be a great impact on national brands. The la

8、st century, a little-know 80s brand, not being registered by trademark, is to be acquired, squeeze, even if theresidue is hard going down really developed very limited. Here atypical case, the last century 80s to early 90s,he worked in air conditioning sector hit wonders of the Warburg in 1998,was a

9、cquired Kelon, the subsequent deline in brand image is repeated.Brand strategy has been an increasing emphasis on domestic enterprises caused the government to support.Since the 80s of last century reform and opening up, Chinas socialist econonomic construction has made remarkable achievements. From

10、 a planned economy tomarket economy era Chiness companies, brand management has grown out of nothing.Information, local governments at all levels of emphasis on brand-name, organization promoting the effort, policies measures have greatly ehangced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other

11、 cities on Chinese famous erterprises incentives to 100 millon, on Dali an 3 million Yuan, on brand-name companies have been cities for the 100000yuan reward-200000yuan.Japanese 8th 2009 year to Japanese 11th,the 40th International Cousumer Electronics Show(CES) in Las Vegas Ventian hotel opening. N

12、ational enterprises in the CES, we achieve superior results.It is understood that this year there are 4000 people registered 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 e

13、lectronics brand.3.The status of foreign brands in most sectors is still difficult to shakeHowever, we should also see the face of numerous products on the market, allows consumers blueted out genuinely few domestic brands. With the opening up further, to a number of big companies have to squeeze in

14、to the Chinese market, Chinese market, a time filled with “sony”, “Coca-Cola”, “rejoice”, “Benz” and various other internantional brands, many of these names foreign brands violently hitting the national brand in China. Although the appliance industry, ed by haire brand, “Konka”, “Changhong”, “TCL”

15、and other dometic brands have developed well,but with the “Sony”, “Panasonic” ,“Samsung” and other brands, they are still there competitive disadvangtage; in the IT industry, “Lenovo”, “Founder”, “GreatWall” and other countries compared to, brand awareness is still insurfficient; in Consumer Goods m

16、arket, “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 market opportunity and space for international brands has been inevitable, but t

17、here are also brand building is not unsatisfactory. Our Enterprise Brand Building Problems: Fators from the point of micro-enterprises themselves: there is a lace of technology development capacity; small-scale production and manahement,brand development lack of overall planning; ability of weak erp

18、orts and international operations, Brand awareness is not strong;brabd positioning is not clear, there is a large range of factors such as blindness. Speaking from the macro social factors: social mechanisms need to be improved, policy, exort-oriented policies for different sectors play different ro

19、le in the promotion and limitation, the financial environment 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

20、adapt to the market economy, consumer psychology has not yet fully mature. 2.The current situation of global economic integration, the error of the brand strategy implementation. (1)Ignore the brand investment, profit-orientedBackground of economic globalization, international competition is increas

21、ingly reflected in the brands competition, the overwhelming majority of the brand strategy, brand such a full range of output through the form of multinational corporations gradually occupationof the international market. It is no exaggeration to say that now, the brand has achieced global strategic

22、 objectives of transnational corporations sharp weapon, is an important means to cheieve 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 point, attempt to create a brand

23、 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 emplementation of brand strategy is not re

24、ly 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 emergence of many such errors:

25、 If that job is no create a brand to take a good brand is drawing a satisfactory visualsigns only; Advertising is the only way to cuoltivate well-known brands, in addition to adbertising in the media, big, the other no attention; sacle enterprise product once formed, well-known brands on the natural

26、ly established; well-known brand is equivalert to high price, to be unrealistically improve the product price. Some companies, brands, or to sell its own brand low-cost transfer, such as our persent more than 20 million “three capital” enterprises, there 90%of de joint wenture using the foreign bran

27、ds; clean silver toothpaste fctory in Guangzhou to 2 million yuan cheap to transfer to joint ventures and other brands, is one such outstanding erample of the terrible consequences of today has become increasingly apparent-lost dometic ernterprises own brand, product and intellectual property rights

28、, national industrial competitiveness lie! (3)Product is the enterprise 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

29、 the concentrated expression of the core competitiveness. The market is constrantly 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-Col

30、as former chiefmarketing officer Sergio Zyman, “the brand is only the company logo products and services are different from competitors, is the most effective weapon to open up the market, execellent brand can make your product stand out. “Products physical properties, quantitiy, price, quality, ser

31、vice is very easy to imitate competitors, Er brands, along with the product itself, also includes an attached product to cultural background, emotional, consumer cognition invisible things, so that enterprises Yong Yuan Li in the competition undefeated. Consumer awareness deciding the fate of the br

32、and has a direct impact on consumer awareness deciding the fate of the brand has a direct impact on consumer awareness. Brand is the difference between the market enterprise important symbols is the benchmark for consumer spending to brand as the core has become a cor porate restructuring and reallo

33、cation of resources an important mechanism. In addition, enterprises should learn from successful experiences abroad to enhance their design and development capability. Enterprises should dare to challenge the new technology revolution to create their own brand, and increase market competitiveness; We must work hard in the