企业品牌战略研究的论文外文文献及中文翻译

BRANDSTRATEGYRESEARCHRESOURCEKAPFERER,JHSTRATEGICBRANDMANAGEMENTJKOGANPAGE,LONDONECONOMICGLOBALIZATION,HOWTOADAPTTOINTERNATIONALTRENDS,ESTABLISHASTRONGBRANDANDENHANCEOURCOMPETITIVENESS,HAVEBECOMEPRESSINGISSUESFACINGENTERPRISESBASEDONTHEANALYSISOFTHEDEVELOPMENTOFCORPORATEMARKETINGBRANDSTRATEGY,BASEDONTHECONTENTOFBRANDSTRATEGYANITSFUNCTIONALSIGNIFICANCE,TODISCUSSTHEBRANDSTRATEGYINENTERPRISEMARKETINGROLEENTERPRISENEEDSTOUSEAVARIETYOFMEANSOFCOMPETITIONTOINCREASEBRANDAWARENESS,IMPROVEBRANDPOSITIONING,ANCREATEAGOODBRANDIMAGEFIRST,JAPANESEBRANDSACROSSTHEBOARDDEFEATNOVEMBER22,2006MORNING,NECANNOUNCEDTHATITWOULDWITHDRAWFROM2GAND25GMOBILEPHONEMARKET,WHICHMEANSTHAT,FOLLOWINGSHARP,PANASONIC,TOSHIBA,MITSUBISHI,SANYO,AJAPANESEMOBILEPHONEMANUFACTURERSLATERWITHDRAWFROMTHECHINESEMARKET,JAPANESEMOBILEPHONEHASALMOSTALLEXCEPTKYOCERA2GMOBILEPHONEMARKETINCHINAOUTOFCONTENTIONIFWESUMUPTHECHINESEHOUSEHOLDAPPLIANCEMARKET,TODAYANYDIFFERENTFROMTENYEARSAGO,ITHINKTHEBIGGESTDIFFERENCEISTHATJAPANESECOMPANIESINCHINA,JAPANESEHOMEAPPLIANCEMARKETDOWNTURN,THEFOLLOWINGMAINREASONSFIRST,RIGIDENTERPRISESYSTEM,DECISIONMAKINGDIFFICULT,THEREACTIONWASSLOW,INCOMPATIBLEWITHTHEREALITYOFTHECHINESEMARKET,ITISDIFFICULTTOADAPTTOTHERAPIDLYCHANGINGCHINESEMARKET2ISWEAKINMARKETING,PRODUCTPLANNINGCAPACITYISNOTSTRONG,ITISDIFFICULTTOJUDGEACCORDINGTOTHEIRMARKERLAUNCHTOMEETCONSUMERDEMANDANDFORECASTPRODUCTS,FOLLOWTHETRENDHASBEENINAPASSIVESITUATION,CANNOTSATISFYMARKETDEMANDTHIRD,FAILURETOGRASPTHEINDUSTRYBESTTIMETOTRANSITIONISTHEJAPANESEHOMEAPPLIANCECOMPANIESLOSEANIMPORTANTREASONFORMARKETDOMINANCEJAPANESECOMPANIESCOMETOTHEEDGEINTHECHINESEMARKETISCAUSINGCOMPANIESTOTHINKDEEPLYABOUTOURNATIONTOTAKETHEINTERNATIONALROUTEANDWHETHERTHEENTERPRISEOF“JAPANESECOMPANY”TOTHELESSONSLEARNEDBEHINDSECOND,THEBRANDSTRATEGYIMPLEMENTATIONINCHINATHECURRENTSITUATIONMANYOLDFAMOUS“FLASHINTHEPAN”CHINESEANDFOREIGNENTERPRISESINTHECHINESEMARKETTHEBRANDWARJUSTGROWUPTOBEAGREATIMPACTONNATIONALBRANDSTHELASTCENTURY,ALITTLEKNOWN80SBRAND,NOTBEINGREGISTEREDBYTRADEMARK,ISTOBEACQUIRED,SQUEEZE,EVENIFTHERESIDUEISHARDGOINGDOWNREALLYDEVELOPEDVERYLIMITEDHEREATYPICALCASE,THELASTCENTURY80STOEARLY90S,HEWORKEDINAIRCONDITIONINGSECTORHITWONDERSOFTHEWARBURGIN1998,WASACQUIREDKELON,THESUBSEQUENTDECLINEINBRANDIMAGEISREPEATEDBRANDSTRATEGYHASBEENANINCREASINGEMPHASISONDOMESTICENTERPRISESCAUSEDTHEGOVERNMENTTOSUPPORTSINCETHE80SOFLASTCENTURYREFORMANDOPENINGUP,CHINASSOCIALISTECONOMICCONSTRUCTIONHASMADEREMARKABLEACHIEVEMENTSFROMAPLANNEDECONOMYTOMARKETECONOMYERACHINESECOMPANIES,BRANDMANAGEMENTHASGROWNOUTOFNOTHINGINFORMATION,LOCALGOVERNMENTSATALLLEVELSOFEMPHASISONBRANDNAME,ORGANIZATIONPROMOTINGTHEEFFORTS,POLICIESMEASURESHAVEGREATLYENHANCEDQINGHAI,SHENZHEN,WUHAN,NINGBO,SHENYANGANDOTHERCITIESONTHECHINESEFAMOUSENTERPRISESINCENTIVESTO100MILLION,ONDALIAN3MILLIONYUAN,ONBRANDNAMECOMPANIESHAVEBEENCITIESFORTHE100000YUANREWARD200000YUANJANUARY8TH2009YEARTOJANUARY11TH,THE40THINTERNATIONALCONSUMERELECTRONICSSHOWCESINLASVEGASVENETIANHOTELOPENINGNATIONALENTERPRISESINTHECES,WEACHIEVESUPERIORRESULTSITISUNDERSTOODTHATTHISYEARTHEREARE4000PEOPLEREGISTEREDTOPARTICIPATEINCHINACES,INCLUDINGMANUFACTURERS,MEDIAANDSPECTATORS,INTHEEXHIBITIONHALL,THEREARE327EXHIBITORSHAIERISTHEWORLDSMOSTAUTHORITATIVECONSUMERELECTRONICSINDUSTRYMEDIA“TWICE”NAMEDFORTHECHINESECONSUMERELECTRONICSBRAND3THESTATUSOFFOREIGNBRANDSINMOSTSECTORSISSTILLDIFFICULTTOSHAKEHOWEVER,WESHOULDALSOSEETHEFACEOFNUMEROUSPRODUCTSONTHEMARKET,ALLOWSCONSUMERSBLURTEDOUTGENUINELYFEWDOMESTICBRANDSWITHTHEOPENINGUPFURTHER,TOANUMBEROFBIGCOMPANIESHAVETOSQUEEZEINTOTHECHINESEMARKET,CHINESEMARKET,ATIMEFILLEDWITH“SONY”,“COCACOLA”,“REJOICE”,“BENZ”ANDVARIOUSOTHERINTERNATIONALBRANDS,MANYOFTHESENAMESFOREIGNBRANDSVIOLENTLYHITTINGTHENATIONALBRANDINCHINAALTHOUGHTHEAPPLIANCEINDUSTRY,LEDBYHAIERBRAND,“KONKA”,“CHANGHONG”,“TCL”ANDOTHERDOMESTICBRANDSHAVEDEVELOPEDWELL,BUTWITHTHE“SONY”,“PANASONIC”“SAMSUNG”ANDOTHERBRANDS,THEYARESTILLTHERECOMPETITIVEDISADVANTAGEINTHEITINDUSTRY,“LENOVO”,“FOUNDER”,“GREATWALL”ANDTHEBRANDSCOMPETITIVENESSHASIMPROVEDSIGNIFICANTLY,BUTWITHEUROPEANDTHEUNITEDSTATES,JAPANANDOTHERCOUNTRIESCOMPAREDTO,BRANDAWARENESSISSTILLINSUFFICIENTINCONSUMERGOODSMARKET,“PBRANDPERSONALITY,LACKOFINNOVATIONANDDEVELOPMENTCAPACITYSMALLSCALEPRODUCTIONANDMANAGEMENT,BRANDDEVELOPMENTLACKOFOVERALLPLANNINGABILITYOFWEAKEXPORTSANDINTERNATIONALOPERATIONS,BRANDAWARENESSISNOTSTRONGBRANDPOSITIONINGISNOTCLEAR,THEREISALARGERANGEOFFACTORSSUCHASBLINDNESSSPEAKINGFROMTHEMACROSOCIALFACTORSSOCIALMECHANISMSNEEDTOBEIMPROVED,POLICIESANDREGULATIONSSUPPORTTHENEEDTOFURTHERSTRENGTHENTHECOUNTRYSINDUSTRIALPOLICY,EXPORTORIENTEDPOLICIESFORDIFFERENTSECTORSPLAYDIFFERENTROLEINTHEPROMOTIONANDLIMITATION,THEFINANCIALENVIRONMENTFORBUSINESSINVESTMENTCAPACITYANDMARKETEXPANSIONABILITYANDTHEIMPORTANTINFLUENCETHEESTABLISHMENTOFMARKETSYSTEMINCHINAHASFORMANYYEARS,DESPITEASIGNIFICANTIMPROVEMENTBUTSTILLNOTPERFECT,THERESTILLHASNOTREALLYADAPTTOTHEMARKETECONOMY,CONSUMERPSYCHOLOGYHASNOTYETFULLYMATURE2THECURRENTSITUATIONOFGLOBALECONOMICINTEGRATION,THEERROROFTHEBRANDSTRATEGYIMPLEMENTA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