隆企业品牌战略研究中英文对照外文翻译文献

2021年1月24日发(作者：西语翻译)
中英文外文翻译文献



中英文翻译



Brand Strategy Research

Economic 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, 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 positioning, 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
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

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中英文外文翻译文献

different from ten years ago, I think the biggest difference is that Japanese
companies
in
China,
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, product 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 Japanese 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?


Second,
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
80
’
s
brand,
not
being
registered
by
trademark,
is
to
be
acquired, squeeze, even if the residue is hard going down really developed

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中英文外文翻译文献

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 enterprises
caused the government to support.


Since
the
80s
of
last
century
reform
and
opening
up,
China
’
s
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 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 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 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
world
’
s
most
authoritative consumer electronics industry media
“
TWICE
”
named for the

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中英文外文翻译文献

Chinese consumer electronics brand.


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 have 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
”

,
“
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 brand
’
s competitiveness has improved significantly,
but with Europe 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


Currently, 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

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中英文外文翻译文献



Factors from the point of micro-enterprises themselves: there is a lace of
technology
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 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,
policies
and
regulations
support
the
need
to
further
strengthen
the
country
’
s
industrial
policy,
export-oriented
policies
for
different
sectors
play
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
has
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
competition
is
increasingly
reflected
in
the
brand
’
s
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

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中英文外文翻译文献

output through the form of multinational corporations gradually occupation
of the international 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
process
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
development
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
performance
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
the
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

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中英文外文翻译文献

price,
to
be
unrealistically
improve
the
product
price.
Some
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 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 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
”



Brand
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.
Coca-Cola
’
s
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

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中英文外文翻译文献

properties,
quantity,
price,
quality,
service
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 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 corporate restructuring and reallocation of
resources an important mechanism.


Fourth, national enterprises in brand internationalization process of how
to brand positioning


Backed by science and technology, establish a
“
quality first, winning by
quality
”
business philosophy, the brand
’
s fashion elements, the outstanding
individual


Product quality is the cornerstone of creating brand. Competitiveness of
their
products
performance
in
the
competition
for
the
brand,
and
brand
competition while relying on the inherent quality of products. Growth for
the brand through a brand is the quality of a brand in the market down are
also in most of a problem because of the quality. Therefore, it can be said,
quality is the brand of life depends.


In addition, enterprises should learn from successful experiences abroad
to
enhance
their
design
and
development
capability.
Enterprises
should

8