1、工商管理论文外文文献及中文翻译企业品牌战略研究Brand Strategy ResearchResource: Kapferer, J.H Strategic Brand ManagementJ. Kogan Page, LondonEconomic globalization, how to adapt to international trends, establish a strong brand and enhance our competitiveness, have become pressing issues facing enterprises. Based on the an
2、alysis of the development of corporate marketing brand strategy, based 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 pos
3、itioning, an create a good brand image. First, Japanese brands across 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
4、 later withdraw from the Chinese market, Japanese mobile phone 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 Ch
5、ina, Japanese home appliance market downturn, the following main reasons: 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, pr
6、oduct planning capacity is not strong, it is difficult to judge according 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 Japanes
7、e home appliance companies lose an important reason for market dominance . 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? S
8、econd, the brand strategy implementation in China the Current Situation 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 tr
9、ademark, is to be acquired, squeeze, even if the residue is hard going 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 rep
10、eated. 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 economic construction has made remarkable achievements. From a planned economy to market economy era Chinese companies
11、, brand management has grown out of nothing. Information, local governments 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
12、 100 million, on Dali an 3 million Yuan, on brand-name companies have 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
13、 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 electronics industry media “TWICE” named for the Chi
14、nese consumer electronics brand. 3.The status of foreign brands in most 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 h
15、ave to squeeze into the Chinese market, Chinese market, a time filled 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” , “
16、Changhong” , “TCL” and other domestic brands have developed well, but 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 E
17、urope and the United States, Japan and other countries compared to, brand 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 Cur
18、rently, Chinese brands have a huge international marker opportunity and 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 techn
19、ology development, brand competitiveness is not strong; brand personality, 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 positi
20、oning 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, policies and regulations support the need to further strengthen the countrys industrial policy, export-oriented policies for different sectors play
21、different role 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 ha
22、s not really 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-oriented Background of economic globalization, international competi
23、tion is increasingly reflected in the brands competition, the overwhelming 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 i
24、nternational market, it is no exaggeration to say that now, the brand 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 proc
25、ess of accumulation. Many enterprises do not clearly recognize this point, 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 developm
26、ent of an important component of competitive strategy. The implementation 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 perf
27、ormance and immediate impact brand development, practical work in the 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 t
28、he only way to cultivate well-known brands, in addition to advertising 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
29、companies even go further in the brand Wrong Operation not hesitate to 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
30、brands; clean silver toothpaste factory in Ghuangzhou to 2 million yuan 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
31、rights, 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” Br
32、and is the concentrated expression of the core competitiveness. The market 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. Coc
33、a-Colas former chief marketing 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, excellent brand can make your product stand out .” Products physical properties, quantity, price, quality, service is very easy to imitat
