奥运五环企业品牌战略规划外文翻译

2021年1月24日发(作者：coalition)
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 Research
Kapferer.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
pressing
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 brands 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
phone has almost all except Kyocera 2G mobile phone market in China out of
contention.
企业品牌战略规划外文翻译

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
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;
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
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 pen”.

Chinese and foreign enterprises in the market the brand war, just grow
up to be a great impact on national brands. The last century, a little-
know 80’s
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 acquired 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, China’s socialist
econonomic
construction
has
made
remarkable
achievements.
From
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 cities on
Chinese famous erterprises incentives to 100 millon, on Dali an 3 million Yuan,
企业品牌战略规划外文翻译

on
brand-name
companies
have
been
cities
for
the
100000yuan
reward-
200000yuan.
Japanese
8
th

2009
year
to
Japanese
11
th
,the
40
th

International
Cousumer
Electronics
Show(CES)
in
Las
Vegas
Ventian
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
worl
d’s
most
authoritative 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
blueted
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
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” and
other
dometic
brands
have
developed
well,but
with
the
“Sony”,
“Panasonic”
,“Samsung”
and
other
brands,
they
are
still
there
compe
titive
disadvangtage; in the IT industry, “Lenovo”, “Founder”, “GreatWall” and other
countries
compared
to,
brand
awareness
is
still
insurfficient;
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 market opportunity and
space for international
brands
has
been
inevitable,
but
there
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
development
capacity;
small-scale
production
and
technology
manahement,brand
development
lack
of
overall
planning;
ability
of
weak
erports
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
企业品牌战略规划外文翻译

improved, policy, exort- 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.


current situation of global economic integration, the error of the
(1)Ignore the brand investment, profit-oriented
brand strategy implementation.
Background
of
economic
globalization,
international
competition
is
increasingly reflected in the brand’s 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
objectives of transnational corporations sharp weapon, is an important means
to cheieve capital expansion.

Rome
was
not
built
in
a
day

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 emplementation of brand strategy is not 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 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
naturally
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
企业品牌战略规划外文翻译

our persent more
than
20 million
“three
capital”
enterprises,
there 90%of
de
joint
wenture
using
the
foreign
brands;
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, 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
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-
Cola’s 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
yo
ur
product
stand
out.
“Products
physical
properties,
quantitiy,
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 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 reallocation 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 value
of
differentiation
has
been
directly
determined
to
achieve
the
final
product
sales, personal services are indispensable!
企业品牌战略规划外文翻译



strengthen
marketing,
improve
brand
awareness,
brand
strategy
will
be
organically
integrated
in
their
overall
strategy
to
promote
the
overall
development strategy.
The implementation of brand marketing is an important part of the strategy.
By choosing the right marketing approach can be effectively used to brand a
household name brand, expand market share. Brand strategy is not an isolate
task, but the overall development strategy and business are closely related. A
successful
brand
names
more
than
just
a
brand
its
own
thing,
related
to
business
management
of
all
major
strategic
decision,
these
major
strategic
decision, these major strategic decisions were consciously carried out around
to expand.