完整版企業(yè)品牌戰(zhàn)略研究外文文獻及中文翻譯

1、附件1:外文譯文企業(yè)品牌戰(zhàn)略研究在經(jīng)濟全球化的今天,如何適應(yīng)國際化潮流,建立強勢品牌,提升競爭水平,已經(jīng) 成為國內(nèi)企業(yè)面臨的迫切問題.本文在分析我國企業(yè)營銷品牌戰(zhàn)略開展?fàn)顩r的根底上, 從品牌戰(zhàn)略的內(nèi)涵與其功能意義入手,探討了品牌戰(zhàn)略在企業(yè)營銷中的作用.企業(yè)需要 綜合運用多種競爭手段提升品意,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,NECa布將推出2G及2.5G 市場,這意味著繼夏普、 松下、東芝、三菱、三洋之后又一家日本 廠商退出中國市場,日系 除京瓷外幾 乎全部退出中國2G 市場的爭奪.如果我們總結(jié)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

2、不同就 是,日系企業(yè)在中國的繁榮已經(jīng)漸行漸遠.對于日系 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(yè)制度呆板,決策困難,反響速度慢,與另市場現(xiàn)實格格不入,難以適應(yīng)快速變化 的中國市場；二是市場營銷水平弱,產(chǎn)品規(guī)劃水平不強,很難根樨自己對市場的判斷與 預(yù)測推出迎合消費需求的產(chǎn)品,一直處于跟風(fēng)的被動局面,無法滿足中國市場的需要；三是未能把握住產(chǎn)業(yè)轉(zhuǎn)型最正確時機,是日系家電企業(yè)失去市場主導(dǎo)地位的重要原因.日系企業(yè)在中國市場上走到邊緣是否引起我們民族企業(yè)的深思欲走國際化路線的企業(yè)又是否從“日系企業(yè)的背后吸取教訓(xùn)二、我國企業(yè)實施品牌戰(zhàn)略的現(xiàn)狀分析處第一,眾多昔日名牌“曇花一現(xiàn).中

3、外企業(yè)在市場上的品牌大戰(zhàn),使剛剛成長起 來的民族品牌受到極大的沖擊.上世紀(jì) 80年代稍有知名度的品牌,不是被搶注商標(biāo), 就是被收購、擠垮,即使殘留下來的也是慘淡經(jīng)營,真正開展起來的極為有限.這里典 型的案例,上世紀(jì)80年代至90年代初期,曾在空調(diào)界創(chuàng)下奇跡的華寶空調(diào),在 1998 年被科龍收購,其后的品牌形象就一再下滑.第二,品牌戰(zhàn)略已日漸引起國內(nèi)企業(yè)重視,政府的扶持.自上世紀(jì)80年代改革以來,我國社會主義經(jīng)濟建設(shè)取得了令人矚目的成就,從方案經(jīng)濟時代走向市場經(jīng)濟時代 的中國企業(yè),品牌經(jīng)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、政策舉措上有大幅 度提升,青島、深圳、武

4、漢、寧波、沈陽等市對中國名牌企業(yè)的獎勵為100萬元,大連為300萬元,對獲省市名牌的企業(yè)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(yè)取得驕人的業(yè)績. 據(jù)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(quán)威的消費電子行業(yè)媒體?TWICE評選為另消費電子第一品牌.第三,洋品牌的地位在多數(shù)行業(yè)仍是難以動搖的.但是,我們也應(yīng)看到,面對市場 上紛繁的產(chǎn)品,真正能讓消費者脫口而出的國內(nèi)品牌屈指可數(shù).隨著對外開放的深入, 國際上一些大公司紛紛擠入中國

5、市場,一時間中國市場上充滿著“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(yè),以海爾品牌為首,“康佳、“長虹、“TCL等國產(chǎn)名牌已開展得 不錯,但同“索尼、“松下、“三星等名牌相比,仍然存在競爭劣勢；在仃行業(yè),“聯(lián) 想、“方正、“長城等品牌的競爭力都有明顯提升,但與歐美、日本等國的產(chǎn)品相比, 品牌知名度仍有缺乏；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(yè)實施品牌戰(zhàn)略中存在的主要問題及誤區(qū)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預(yù)防, 然而品牌建設(shè)中也存在著不盡如

6、人意的問題.從微觀企業(yè)自身因素角度來看,我國企業(yè)實施品牌建設(shè)存在以下問題：技術(shù)開發(fā)能 力缺乏,品牌競爭水平不強；品牌個性缺乏,缺乏創(chuàng)新和開展水平；生產(chǎn)和經(jīng)營規(guī)模偏小, 品牌開展缺乏整體規(guī)劃；出口和國際經(jīng)營水平偏弱,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(huán)境因素上講：社會機制有待進一步改善, 政策法規(guī)的支撐需要進一步增強,國家的產(chǎn)業(yè)政策,出口導(dǎo)向政策對不同的行業(yè)起著不 同的促進和限制作用,金融環(huán)境對于企業(yè)的投資水平和市場擴張水平也有相當(dāng)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(yīng)市場經(jīng)濟的要求,消費者的心理還未

7、完全成熟.1、無視品牌投資,急功近利經(jīng)濟全球化背景下,國際競爭越來越表現(xiàn)為品牌的競爭,現(xiàn)代跨國公司絕大多數(shù)都 是知名品牌公司,尤其注重品牌戰(zhàn)略的運用,通過品牌這種全方位的輸出形態(tài),跨國公司占領(lǐng)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(xiàn)全球戰(zhàn)略目標(biāo)的 銳利武器,是實現(xiàn)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(nèi)創(chuàng)出來,是一個長期積累的過程. 很多企業(yè)沒有清醒地熟悉到這一點,妄圖在短時間內(nèi)創(chuàng)出一個名牌,而無視了長遠的規(guī) 劃和戰(zhàn)略.2、品牌戰(zhàn)略一項系統(tǒng)工程品牌戰(zhàn)略的實施是一項系統(tǒng)工程,是企業(yè)整體開展戰(zhàn)略與競爭戰(zhàn)略的重要組成部 分.品牌戰(zhàn)略的實施是企業(yè)整體素質(zhì)與整體形象

8、的提升,需要有科學(xué)的經(jīng)營理念和高超 的動作技巧,但國內(nèi)不少企業(yè)品牌籌劃在此方面表現(xiàn)得尤為拙劣和急功近利,影響了企 業(yè)品牌的開展,實際工作中出現(xiàn)了不少這樣的誤區(qū)：如認(rèn)為創(chuàng)立品牌工八就是給產(chǎn)品取 個好名字,提升產(chǎn)品知名度或把產(chǎn)品包裝一下；好的品牌是個令人滿意的視覺標(biāo)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(guān)注；企業(yè)產(chǎn)品規(guī)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 際地提升產(chǎn)品價格等.有的企業(yè)甚至在品牌低價出售轉(zhuǎn)讓,如我國現(xiàn)有20多萬個“三資企業(yè)中,有90犯上的合資企業(yè)在使用外方品牌；廣州潔銀牙膏廠以200萬元低價將 品牌轉(zhuǎn)讓給合資企

9、業(yè)等,就是這樣的突出事例,現(xiàn)今其可怕后果已日漸顯現(xiàn)出來一一喪 失了本國企業(yè)自身品牌、產(chǎn)品與知識產(chǎn)權(quán),民族產(chǎn)業(yè)競爭力究竟何在！3、產(chǎn)品是企業(yè)在市場中競爭優(yōu)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(yōu)勢來自于不斷創(chuàng)新,以“不變應(yīng)“萬變品牌是核心競爭力的集中表達.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(xiàn)有的成績,不重視創(chuàng)新,是導(dǎo)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(chǎn)品和效勞有別于競爭對 手標(biāo)志,是開辟市場最有效的武器,優(yōu)秀的品牌可以讓你的品牌脫穎而出.產(chǎn)品的物理屬性、數(shù)量、價格、質(zhì)量、效勞等很容易被競爭

10、對手模仿,而品牌除了產(chǎn)品本身,還 包含了附加在產(chǎn)品上的文化、背景、情感、消費者熟悉等無形的東西,使企業(yè)永遠立于 市場競爭的不敗之地.消費者的認(rèn)知決定企業(yè)的命運,而品牌又直接的影響了消費者的 認(rèn)知.品牌是市場中企業(yè)相互區(qū)別的重要標(biāo)志,是消費者進行消費的風(fēng)向標(biāo),以品牌為 核心已成為企業(yè)重組和資源重新配置的重要機制.四、民族企業(yè)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(zhì)量第一,以質(zhì)取勝的經(jīng)營理念,品牌的時尚要素、個性化的突出.產(chǎn)品質(zhì)量是創(chuàng)造名牌的基石.產(chǎn)品的競爭力表現(xiàn)為品牌的競爭,而品牌競爭所依仗 的那么是產(chǎn)品的內(nèi)在質(zhì)量.一個品牌成長為品牌靠的是質(zhì)量,一個品牌在市場上倒牌也大 多是

11、由于質(zhì)量出了問題.所以,可以說,質(zhì)量是品牌生命之所系.止匕外,企業(yè)還應(yīng)借鑒國外成功經(jīng)驗,提升自己的設(shè)計開發(fā)能.企業(yè)要敢在新技術(shù)革 命的挑戰(zhàn)中創(chuàng)造自己的品牌,提升產(chǎn)品的市場競爭水平,就必須在技術(shù)創(chuàng)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(xiàn)已經(jīng)直接決定了產(chǎn)品的 最終銷售,個性化效勞不可或2 .強化市場營銷,提升品牌認(rèn)知度,將品牌戰(zhàn)略有機地融合于企業(yè)整體戰(zhàn)略,并促 進整體戰(zhàn)略的開展.市場營銷是實施品牌戰(zhàn)略中的重要一環(huán).通過選擇正確的市場營銷方式,可以 有效地利用品牌效應(yīng)讓品牌家喻戶曉,擴大市場占有率.實施品牌戰(zhàn)略布施一項孤立的 工作,而是與企業(yè)整體開展戰(zhàn)略息息相關(guān)的.一個

12、品牌形象的塑造絕不僅僅是品牌自身 的事情,涉及到企業(yè)經(jīng)營治理的所有重大戰(zhàn)略決策,這些重大戰(zhàn)略決策都要自覺地圍繞 品牌來進行、開展.附件2:外文原文Brand Strategy ResearchEconomic 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 develop

13、ment of corporate marketing brand strategy , Based on the development of 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 d

14、efeat.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

15、 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

16、 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 mark

17、er 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.Japanesecompan

18、ies 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 JapanesCompany/ tothe lessons learned behind?Second, the brand strategy implementation in China the Current Situation Many old famous“flash

19、in taiepChinese 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 resjered by trademark, is to be acquired, squeeze, even if the residue is hard going down really developed very li

20、mited. Here a typical case, the last century 80s to early 90s , he worked in air conditioning sector hit wonders of the War burg 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 t

21、o support.Since the 80s of last century reform and opening up,China 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 b

22、rand-name,organization promoting the efforts,policies measures have greatly enhanced Qingghai, ShenZhen, Wuhan, Ningbo, Shenyang and other cities on the Chinesefamous enterprises incentives to 100 million,on Dali an 3 million Yuan ,on brand-name companies have been cities for the 100000yuan reward-2

23、00000yuan.Japanese 8th 2021 year to Japanese 11th,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,includi

24、ngmanufacturers,media and spectators,in the exhibition hall,there are 327 exhibitors.Haier is the world s most auconsumer electronics industry media“ TWICE? named for the Chinese consumelectronics brand.3 .The status of foreign brands in most sectors is still difficult to shake However,we should als

25、o see the face of numerous products on the market,allows consumers blurted out genuinely few domestic brands.With theopening up further,to a number of big companies have to squeeze into theChinese market,Chinese market,a time filled withSonyCCCrejoice,Benz andrious other international brands,many of

26、 these names foreign brands violently hitting the national brand in China. Although the appliance industry ,led by Haier brand, “ KonkaChanghong TCL and other domestic brands have developed well,but with the “Sony , aPanasonic “Samsung another brands,they are still there competitive disadvantage ; i

27、n the IT industry,“ LenovoFbunder; Great Wall thaiirafands competitiveness hasimprove significantly , but with Europe and the United States , Japan and other countries compared to ,brand awareness is still insufficient;in Consumer Goodsmarket, &IG, Oliver;Henkel and other international companies hav

28、e 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 B

29、uilding ProblemsFactors 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

30、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 t

31、he country industrial policy,export-oriented policies for different sectors play different role in the country ,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 e

32、xpansion 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 fullymature.2.The current situation of global eco

33、nomic integration, the error of the brand strategy implementation(1)Ignore the brand investment,profit-orientedBackground of economic globalization, international competition is increasingly reflected in the brand s competition, the overwhelming oif ajierimodern world famous multinational companies

34、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 international market. it is no exaggeration to say that now,the brand has achieved global strategic objectives of transnational corporat

35、ions 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-t

36、erm planning and strategy.(2)Brand strategy is a systematicThe 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

37、 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

38、 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,

39、well-known brands on the naturally established;well-known brand is equivalent to high price,to be unrealistically improve the product price.Some companies even to further in the brand Wrong Operation not hesitate to give up their own brand business,with foreign companies,brands,or to sell its own br

40、and 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 Guangzhou to 2 million yuan cheap to transfer to joint ventures and other brands,is one such outstanding example of t

41、he 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 b

42、rand is insurmountable,real and lasting competitive advantage comes from innovation,in order to “change should “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 ex

43、isting achievements,do not attach importance to innovation,leading to a lot of brand-name a dismount themajor reason.CocaCola 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 t

44、he market,excellent brand can make yourproductstandout. Products physicalproperties,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 itsel

45、f,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 deciding the f

46、ate of the brand has a direct impact on consumer awareness.Brandis 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 ent

47、erprises in brand internationalization process of how to brand positing.Backed by science and technology , establish a quality first,winning by quality business philosophy, the brands fashion elements, the outstanding individual.Product quality is the cornerstone of creating brand . Competitiveness

48、of their product performance in the competition for the brand ,and brand competition while relying on the inherent 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 shoul

49、d 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 transformation . Personalization trend in the worl

50、d changes, the value of customer experience and 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

51、 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 developme

52、nt 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.3. Follow the laws of

53、 the brand design ,brand image , brand and accurate market positioning , brand performance and outstanding value emotional communication.Brand competition is not all-round competition; each brand has its own market position.The basic method is not positioning to create a novel or unique issues, but to manipulate what already exists in the heart , the eyes of potential customers to buy soon tapped desire to make it into customer impulse .Enterp