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外文翻譯---企業品牌戰略研究-其他專業.doc

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外文翻譯---企業品牌戰略研究-其他專業.doc

外文譯文二 企業品牌戰略研究 Kapferer,J.H Strategic Brand Mnanagement [J]. Kogan Page,London [J]. Marketing Science,2010252-61. 在經濟全球化的今天,如何適應國際化潮流,建立強勢品牌,提高競爭能力,已經成為國內企業面臨的迫切問題。本文在分析我國企業營銷品牌戰略發展狀況的基礎上,從品牌戰略的內涵與其功能意義入手,探討了品牌戰略在企業營銷中的作用。企業需要綜合運用多種競爭手段提高品意,搞好品牌定位,塑造良好品牌形象。 一、日系品牌全線崩潰 2006年11月22日上午,NEC宣布將推出2G及2.5G手機市場,這意味著繼夏普、松下、東芝、三菱、三洋之后又一家日本手機廠商退出中國市場,日系手機除京瓷外幾乎全部退出中國2G手機市場的爭奪。 如果我們總結今天的中國家電市場與十年前有什么不同的話,我想,最大的不同就是,日系企業在中國的繁榮已經漸行漸遠。 對于日系手機敗退,乃至日系家電走到中國市場的低谷,主要原因有以下幾點一是企業制度呆板,決策困難,反應速度慢,與另市場現實格格不入,難以適應快速變化的中國市場;二是市場營銷能力弱,產品規劃能力不強,很難根椐自己對市場的判斷與預測推出迎合消費需求的產品,一直處于跟風的被動局面,無法滿足中國市場的需要;三是未能把握住產業轉型最佳時機,是日系家電企業失去市場主導地位的重要原因。 日系企業在中國市場上走到邊緣是否引起我們民族企業的深思欲走國際化路線的企業又是否從“日系企業”的背后吸取教訓 二、我國企業實施品牌戰略的現狀分析處 1、眾多昔日名牌“曇花一現” 中外企業在市場上的品牌大戰,使剛剛成長起來的民族品牌受到極大的沖擊。上世紀80年代稍有知名度的品牌,不是被搶注商標,就是被收購、擠垮,即使殘留下來的也是慘淡經營,真正發展起來的極為有限。這里典型的案例,上世紀80年代至90年代初期,曾在空調界創下奇跡的華寶空調,在1998年被科龍收購,其后的品牌形象就一再下滑。 2、品牌戰略已日漸引起國內企業重視,政府的扶持 自上世紀80年代改革以來,我國社會主義經濟建設取得了令人矚目的成就,從計劃經濟時代走向市場經濟時代的中國企業,品牌經營無從無到有。 資料顯示,各地各級政府在對名牌的重視程度、組織推進力度、政策措施上有大幅度提升,青島、深圳、武漢、寧波、沈陽等市對中國名牌企業的獎勵為100萬元,大連為300萬元,對獲省市名牌的企業獎勵為10萬元20萬元。 2007年1月8日至1月11日,第40屆國際消費電子展(CES)在美國杜斯維加斯的威尼斯酒店開幕。在CES上我們民族企業取得驕人的業績。據了解,今年中國有4000人注冊參與CES,包括廠商、媒體和觀眾,在展館中,有327家參展商。海爾被全球最權威的消費電子行業媒體TWICE評選為另消費電子第一品牌。 3、洋品牌的地位在多數行業仍是難以動搖的 但是,我們也應看到,面對市場上紛繁的產品,真正能讓消費者脫口而出的國內品牌屈指可數。隨著對外開放的深入,國際上一些大公司紛紛擠入中國市場,一時間中國市場上充斥著“索尼”、“可口可樂”、“飄柔”、“奔馳”等種種國際名牌,這些名目眾多的洋品牌猛烈地撞擊著中國的民族品牌。雖然在家電行業,以海爾品牌為首,“康佳”、“長虹”、“TCL”等國產名牌已發展得不錯,但同“索尼”、“松下”、“三星”等名牌相比,仍然存在競爭劣勢;在IT行業,“聯想”、“方正”、“長城”等品牌的競爭力都有明顯提高,但與歐美、日本等國的產品相比,品牌知名度仍有不足;在日用消費品市場,“寶潔”、“利華”、“漢高”等國際公司已形成三足鼎立之勢。 三、我國企業實施品牌戰略中存在的主要問題及誤區 目前,中國品牌走向國際市場有著巨大的機遇和空間,品牌的國際化已紗可避免,然而品牌建設中也存在著不盡如人意的問題。 我國企業實施品牌建設存在的問題 從微觀企業自身因素角度存在技術開發能力不足,品牌競爭能力不強;品牌個性不足,缺乏創新和發展能力;生產和經營規模偏小,品牌發展缺乏整體規劃;出口和國際經營能力偏弱,品牌意識不強;品牌定位不明確,存在較大的盲目性等一系列因素。從宏觀社會環境因素上講社會機制有待進一步改善,政策法規的支撐需要進一步加強,國家的產業政策,出口導向政策對不同的行業起著不同的促進和限制作用,金融環境 對于企業的投資能力和市場擴張能力也有相當重要的影響力。我國建立市場體制也有好多年了,雖有了很魘改善但仍不夠健全,有些方面還未真正適應市場經濟的要求,消費者的心理還未完全成熟。 1、忽視品牌投資,急功近利 經濟全球化背景下,國際競爭越來越表現為品牌的競爭,現代跨國公司絕大多數都是知名品牌公司,尤其注重品牌戰略的運用,通過品牌這種全方位的輸出形態,跨國公司占領了國際市場,可以毫不夸張地說,而今,品牌已是跨國公司實現全球戰略目標的銳利武器,是實現資本擴張的重要手段。 冰凍三尺,非一日之寒。品牌絕不可能在短期內創出來,是一個長期積累的過程。很多企業沒有清醒地認識到這一點,妄圖在短時間內創出一個名牌,而忽視了長遠的規劃和戰略。 2、品牌戰略一項系統工程 品牌戰略的實施是一項系統工程,是企業整體發展戰略與競爭戰略的重要組成部分。品牌戰略的實施是企業整體素質與整體形象的提高,需要有科學的經營理念和高超的動作技巧,但國內不少企業品牌策劃在此方面表現得尤為拙劣和急功近利,影響了企業品牌的發展,實際工作中出現了不少這樣的誤區如認為創建品牌工八就是給產品取個好名字,提高產品知名度或把產品包裝一下;好的品牌是個令人滿意的視覺標志而已;廣告是培育知名品牌的唯一手段,除了在媒體上大肆做廣告外,其他別無關注;企業產品規模一旦形成了,知名品牌就自然而然地建立了;知名品牌等同于高價,必須不切實際地提高產品價格等。有的企業甚至在品牌低價出售轉讓,如我國現有20多萬個“三資”企業中,有90以上的合資企業在使用外方品牌;廣州潔銀牙膏廠以200萬元低價將品牌轉讓給合資企業等,就是這樣的突出事例,現今其可怕后果已日漸顯現出來喪失了本國企業自身品牌、產品與知識產權,民族產業競爭力究竟何在 3、產品是企業在市場中競爭優勢可以很快被競爭對手模仿、超越,而品牌卻難以逾越,真正持久的競爭優勢來自于不斷創新,以“不變”應“萬變” 品牌是核心競爭力的集中體現。市場是瞬息萬變的,任何品牌都面臨著隨時被淘汰的危險。過于看重現有的成績,不重視創新,是導致很多品牌“下馬”的重要原因。可口可樂公司前任首席營銷官塞爾齊曼說,“品牌是唯一使公司產品和服務有別于競爭對手標志,是開辟市場最有效的武器,優秀的品牌可以讓你的品牌脫穎而出。”產品的物理屬性、數量、價格、質量、服務等很容易被競爭對手模仿,而品牌除了產品本身,還包含了附加在產品上的文化、背景、情感、消費者認識等無形的東西,使企業永遠立于市場競爭的不敗之地。消費者的認知決定企業的命運,而品牌又直接的影響了消費者的認知。品牌是市場中企業相互區別的重要標志,是消費者進行消費的風向標,以品牌為核心已成為企業重組和資源重新配置的重要機制。 四、民族企業在品牌國際化進程中如何進行品牌定位 1、以科技為后盾,樹立“質量第一,以質取勝”的經營理念,品牌的時尚要素、個性化的突出。 產品質量是創造名牌的基石。產品的競爭力表現為品牌的競爭,而品牌競爭所依仗的則是產品的內在質量。一個品牌成長為品牌靠的是質量,一個品牌在市場上倒牌也大多是因為質量出了問題。所以,可以說,質量是品牌生命之所系。 此外,企業還應借鑒國外成功經驗,提高自己的設計開發能。企業要敢在新技術革命的挑戰中創造自己的品牌,提高產品的市場競爭能力,就必須在技術創造上下功夫。在世界個性化趨勢的變化中,顧客的價值體驗和差異化價值實現已經直接決定了產品的最終銷售,個性化服務不可或 2.強化市場營銷,提高品牌認知度,將品牌戰略有機地融合于企業整體戰略,并促進整體戰略的發展。 市場營銷是實施品牌戰略中的重要一環。通過選擇正確的市場營銷方式,可以有效地利用品牌效應讓品牌家喻戶曉,擴大市場占有率。實施品牌戰略布施一項孤立的工作,而是與企業整體發展戰略息息相關的。一個品牌形象的塑造絕不僅僅是品牌自身的事情,涉及到企業經營管理的所有重大戰略決策,這些重大戰略決策都要自覺地圍繞品牌來進行,來展開。 外文原文二 Brand Strategy Research Kapferer,J.H Strategic Brand Mnanagement [J]. Kogan Page,London [J]. Marketing Science,2010252-61. 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. 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 announced that it would withdraw from 2G and 2.5mobile 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 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 lacunch 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 make the internanational 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 Chinese 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 the residue 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 to market 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 efforts,policies measures have greatly ehangced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other cities on the Chinese famous erterprises incentives to 100 million,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 Consumer Electronics ShowCES 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 world’s most authoritative consumer electronics industry media “TWICE”named for the Chinese 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 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 ,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 disadvangtage;in the IT industry,“Lenovo”,“Founder”,“Great Wall”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 Factors from the point of micro-enterprises themselvesthere 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 erports and internantional 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 factorssocial mechanisms need to be improved,policies and regulations support the neeed to further strengthen the country’s industrial policy,export-oriented policies for different sectors play different role in 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,ther 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 1Ignore 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 output through the form of multinational corporations gradually occupationof the internantional 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. 2Brand 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 errorsIf that job is to create a brand to take a good brand is drawing a satisfactory visual signs only;Advertising is the only way to cuoltivate well-known brands,in addition to adbertising in the media ,big,the other no attention;scale 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 even to furthrer 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 persent more than 20 million“three capital”enterprises,there 90 of the joint venture using the foreign brands;clean silver toothpaste fctory in Ghuangzhou 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 domestic enterprises own brand,product and intellectual property rights,national industrial competitiveness lie 3Product 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”shouldbe “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,excellent brand can make your product stand out.”Products physical properties,quantity,price,quality,service is very easy to make your 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 attatched 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 deciding the fateof 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 exiperiences 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 2.To 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 mark

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