企业品牌战略研究外文文献及中文翻译

1、附件1 :外文译文企业品牌战略研究在经济全球化的今天，如何适应国际化潮流，建立强势品牌，提高竞争能力，已经 成为国内企业面临的迫切问题。本文在分析我国企业营销品牌战略开展状况的根底上， 从品牌战略的内涵与其功能意义入手，探讨了品牌战略在企业营销中的作用。企业需要 综合运用多种竞争手段提高品意，搞好品牌定位，塑造良好品牌形象。一、日系品牌全线崩溃2006年11月22日上午，NEC宣布将推出2G及2.5G 市场，这意味着继夏普、 松下、东芝、三菱、三洋之后又一家日本 厂商退出中国市场，日系 除京瓷外几 乎全部退出中国2G 市场的争夺。如果我们总结今天的中国家电市场与十年前有什么不同的话，我想，最大

2、的不同就 是，日系企业在中国的繁荣已经渐行渐远。对于日系 败退，乃至日系家电走到中国市场的低谷，主要原因有以下几点：一 是企业制度呆板，决策困难，反响速度慢，与另市场现实格格不入，难以适应快速变化 的中国市场；二是市场营销能力弱，产品规划能力不强，很难根椐自己对市场的判断与 预测推出迎合消费需求的产品，一直处于跟风的被动局面，无法满足中国市场的需要；三是未能把握住产业转型最正确时机，是日系家电企业失去市场主导地位的重要原因。日系企业在中国市场上走到边缘是否引起我们民族企业的深思？欲走国际化路线的企业又是否从“日系企业的背后吸取教训？二、我国企业实施品牌战略的现状分析处第一，众多昔日名牌“昙花一

3、现。中外企业在市场上的品牌大战，使刚刚成长起 来的民族品牌受到极大的冲击。上世纪 80年代稍有知名度的品牌，不是被抢注商标， 就是被收购、挤垮，即使残留下来的也是惨淡经营，真正开展起来的极为有限。这里典 型的案例，上世纪80年代至90年代初期，曾在空调界创下奇迹的华宝空调，在1998年被科龙收购，其后的品牌形象就一再下滑。第二，品牌战略已日渐引起国内企业重视，政府的扶持。自上世纪80年代改革以来，我国社会主义经济建设取得了令人瞩目的成就，从方案经济时代走向市场经济时代 的中国企业，品牌经营无从无到有。资料显示，各地各级政府在对名牌的重视程度、组织推进力度、政策措施上有大幅 度提升，青岛、深圳、

4、武汉、宁波、沈阳等市对中国名牌企业的奖励为100万元，大连为300万元，对获省市名牌的企业奖励为 10万元20万元。2007年1月8日至1月11日，第40届国际消费电子展CES在美国杜斯维加斯 的威尼斯酒店开幕。在CES上我们民族企业取得骄人的业绩。 据了解，今年中国有4000 人注册参与CES包括厂商、媒体和观众，在展馆中，有 327家参展商。海尔被全球最 权威的消费电子行业媒体?TWICE评选为另消费电子第一品牌。第三，洋品牌的地位在多数行业仍是难以动摇的。但是，我们也应看到，面对市场 上纷繁的产品，真正能让消费者脱口而出的国内品牌屈指可数。随着对外开放的深入， 国际上一些大公司纷纷挤入中

5、国市场，一时间中国市场上充满着“索尼、“可口可乐、“飘柔、“奔驰等种种国际名牌，这些名目众多的洋品牌猛烈地撞击着中国的民族品 牌。虽然在家电行业，以海尔品牌为首，“康佳、“长虹、“TCL等国产名牌已开展得 不错，但同“索尼、“松下、“三星等名牌相比，仍然存在竞争劣势；在IT行业，“联 想、“方正、“长城等品牌的竞争力都有明显提高，但与欧美、日本等国的产品相比， 品牌知名度仍有缺乏；在日用消费品市场，“宝洁、“利华、“汉高等国际公司已形成 三足鼎立之势。三、我国企业实施品牌战略中存在的主要问题及误区目前，中国品牌走向国际市场有着巨大的机遇和空间，品牌的国际化已纱可防止， 然而品牌建设中也存在着不

6、尽如人意的问题。从微观企业自身因素角度来看，我国企业实施品牌建设存在以下问题：技术开发能 力缺乏，品牌竞争能力不强；品牌个性缺乏，缺乏创新和开展能力；生产和经营规模偏小， 品牌开展缺乏整体规划；出口和国际经营能力偏弱，品牌意识不强；品牌定位不明确，存 在较大的盲目性等一系列因素。从宏观社会环境因素上讲：社会机制有待进一步改善， 政策法规的支撑需要进一步加强，国家的产业政策，出口导向政策对不同的行业起着不 同的促进和限制作用，金融环境对于企业的投资能力和市场扩张能力也有相当重要的 影响力。我国建立市场体制也有好多年了，虽有了很魇改善但仍不够健全，有些方面还 未真正适应市场经济的要求，消费者的心理

7、还未完全成熟。1、无视品牌投资，急功近利经济全球化背景下，国际竞争越来越表现为品牌的竞争，现代跨国公司绝大多数都 是知名品牌公司，尤其注重品牌战略的运用，通过品牌这种全方位的输出形态，跨国公司占领了国际市场，可以毫不夸张地说，而今，品牌已是跨国公司实现全球战略目标的锐利武器，是实现资本扩张的重要手段。冰冻三尺，非一日之寒。品牌绝不可能在短期内创出来，是一个长期积累的过程。 很多企业没有清醒地认识到这一点，妄图在短时间内创出一个名牌，而无视了长远的规 划和战略。2、品牌战略一项系统工程品牌战略的实施是一项系统工程，是企业整体开展战略与竞争战略的重要组成部 分。品牌战略的实施是企业整体素质与整体形

8、象的提高，需要有科学的经营理念和高超 的动作技巧，但国内不少企业品牌筹划在此方面表现得尤为拙劣和急功近利，影响了企 业品牌的开展，实际工作中出现了不少这样的误区：如认为创立品牌工八就是给产品取 个好名字，提高产品知名度或把产品包装一下；好的品牌是个令人满意的视觉标志而已； 广告是培育知名品牌的唯一手段，除了在媒体上大肆做广告外，其他别无关注；企业产品规模一旦形成了，知名品牌就自然而然地建立了 ；知名品牌等同于高价，必须不切实 际地提高产品价格等。有的企业甚至在品牌低价出售转让，如我国现有20多万个“三资企业中，有90沖上的合资企业在使用外方品牌；广州洁银牙膏厂以200万元低价将 品牌转让给合资

9、企业等，就是这样的突出事例，现今其可怕后果已日渐显现出来一一丧 失了本国企业自身品牌、产品与知识产权，民族产业竞争力究竟何在！3、产品是企业在市场中竞争优势可以很快被竞争对手模仿、超越，而品牌却难以 逾越，真正持久的竞争优势来自于不断创新，以“不变应“万变品牌是核心竞争力的集中表达。市场是瞬息万变的，任何品牌都面临着随时被淘汰 的危险。过于看重现有的成绩，不重视创新，是导致很多品牌“下马的重要原因。可 口可乐公司前任首席营销官塞尔齐曼说，“品牌是唯一使公司产品和效劳有别于竞争对 手标志，是开辟市场最有效的武器，优秀的品牌可以让你的品牌脱颖而出。产品的物理属性、数量、价格、质量、效劳等很容易被竞

10、争对手模仿，而品牌除了产品本身，还 包含了附加在产品上的文化、背景、情感、消费者认识等无形的东西，使企业永远立于 市场竞争的不败之地。消费者的认知决定企业的命运，而品牌又直接的影响了消费者的 认知。品牌是市场中企业相互区别的重要标志，是消费者进行消费的风向标，以品牌为 核心已成为企业重组和资源重新配置的重要机制。四、民族企业在品牌国际化进程中如何进行品牌定位1以科技为后盾，树立“质量第一，以质取胜的经营理念，品牌的时尚要素、个性化的突出产品质量是创造名牌的基石。产品的竞争力表现为品牌的竞争，而品牌竞争所依仗 的那么是产品的内在质量。一个品牌成长为品牌靠的是质量，一个品牌在市场上倒牌也大 多是因

11、为质量出了问题。所以，可以说，质量是品牌生命之所系。此外，企业还应借鉴国外成功经验，提高自己的设计开发能。企业要敢在新技术革 命的挑战中创造自己的品牌，提高产品的市场竞争能力，就必须在技术创造上下功夫。 在世界个性化趋势的变化中，顾客的价值体验和差异化价值实现已经直接决定了产品的 最终销售，个性化效劳不可或2.强化市场营销，提高品牌认知度，将品牌战略有机地融合于企业整体战略，并促 进整体战略的开展。市场营销是实施品牌战略中的重要一环。通过选择正确的市场营销方式，可以 有效地利用品牌效应让品牌家喻户晓，扩大市场占有率。实施品牌战略布施一项孤立的 工作，而是与企业整体开展战略息息相关的。一个品牌形

12、象的塑造绝不仅仅是品牌自身 的事情，涉及到企业经营管理的所有重大战略决策，这些重大战略决策都要自觉地围绕 品牌来进行、开展。附件2:外文原文Brand Strategy ResearchEcono mic globalizati on, how to adapt to intern ati onal tren ds, establish a strong brand and enhance our competitive ness, have become press ing issues facing enterprises. Based on the analysis of the dev

13、elopment 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 competiti on to in crease brand aware ness,improve brand positi onin g,a n create a good brand image.First, Japa nese bra nds across

14、 the board defeat.November 22,2006 morning, NEC announ ced that it would withdraw from 2G and 2.5mobile phone market ,which means that, followi ng Sharp, Panasonic, Toshiba, Mitsubishi, Sanyo, a Japa nese mobile phone manu facturers later withdraw from the Chinese market, Japanese mobile phone has a

15、lmost all except Kyocera 2G mobile pho ne market in Chi na out of conten ti on.If we sum up the Chin ese household applia nee market, today any differe nt from ten years ago,I think the biggest differe nee is that Japa nese compa nies in China, Japa nese home applia nee market dow ntur n, the follow

16、 ing main reas ons: First, rigid en terprise system, decisi on-mak ing difficult, the reacti on was slow, in compatible with the reality of the Chi nese market ,it is difficult to adapt to the rapidly changing Chinese market;2 is weak in marketing ,product planning capacity is not stro ng ,it is dif

17、ficult to judge accord ing to their marker launch to meet con sumer dema nd and forecast products, follow the trend has bee n in a passive situati on, can not satisfy market dema nd; Third, failure to grasp the in dustry best time to tra nsiti on is the Japa nese home applia nee compa nies lose an i

18、mporta nt reas on for market dominan ce.Japa nesecompa nies come to the edge in the Chin ese market is caus ing companies tothink deeply about our nation ? To take the international route and whether the enterprise of JapanesCompany tothe lessons learned behi nd?Second, the brand strategy impleme nt

19、ati on in Chi na the Curre nt Situatio n Many old famous“ flash in taiepChin ese and foreig n en terprises in the Chi nese market the brand war ; just grow up to be a great impact on n atio nal bran ds. The last cen tury, a little-k now 80 s brand ,not being regered by trademark, is to be acquired,

20、squeeze, even if the residue is hard going dow n really developed very limited. Here a typical case, the last cen tury 80s to early 90s , he worked in air con diti oning sector hit won ders of the War burg in 1998,was acquired Kelon ,the subseque nt decli ne in bra nd image is repeated.Brand strateg

21、y has bee n an in creas ing emphasis on domestic en terprises caused the gover nment to support.Since the 80s of last century reform and opening up,China socialist econo mic con structi on has made remarkable achieveme nts. From a pla nned economy to market economy era Chin ese compa ni es, brand ma

22、n ageme nt has grow n out of no thi ng.In formati on,l ocal gover nments at all levels of emphasis on bra nd-n ame,orga ni zati on promoti ng the efforts,policies measures have greatly enhan ced Qin gghai, Shen Zhe n, Wuha n, Nin gbo, Shenyang and other cities on the Chinese famous enterprises incen

23、tives to 100 million,on Dali an 3 million Yuan ,on brand-name companies have been cities for the 100000yuan reward-200000yua n.Japa nese 8th 2021 year to Japa nese 11th,the 40th Intern atio nal Con sumer Electro nics Show(CES) in Las Vegas Ven etia n hotel ope nin g.Nati onal en terprises in the CES

24、,we achieve superior results.It is understood that this year there are 4000 people registered to participate in Chi na CES,i ncludi ngma nu facturers,media and spectators,i n the exhibition hall,there are 327 exhibitors.Haier is the world s most aucon sumer electro nics in dustry media“ TWICE n amed

25、 for the Chi nese con sumelectro nics brand.3.The status of foreig n brands in most sectors is still difficult to shake However,we should also see the face of numerous products on the market,allows con sumers blurted out genuin ely few domestic bran ds.With theopening up further,to a number of big c

26、ompanies have to squeeze into therejoice,Chin ese market,Chi nese market,a time filled withSo nyBenz andrious other international brands,many of these names foreignbra nds viole ntly hitti ng the n atio nal brand in Chi na. Although the applia nee industry ,led by Haier brand,“ KgnkaChanghong “ TCL

27、and other domesticbra nds have developed well,but with the “ Sony ， “ Panasonic “ Sams ung arother brands,they are still there competitive disadvantage ; in the IT industry,“ LenovoFounde, “ Great Wall theriedands competitiveness hasimprove sig nifica ntly , but with Europe and the Un ited States ,

28、Japa n and other coun tries compared to ,bra nd aware ness is still in sufficie nt; in Con sumer Goods market, 发P, “ Olive, “ Henkej tnd other international companies have formed the three pillars.Third,the bra nd strategy impleme ntati on in Ch ina Problems and Errors. Curre ntly,Chi nese brands ha

29、ve a huge intern ati onal marker opport unity and space for international brands has been inevitable,but there are also brand buildi ng is not un satisfactory.Our En terprise Brand Buildi ng ProblemsFactors from the point of micro-e nterprises themselves:there is a lace of tech no logy developme nt,

30、bra nd competitive ness is not stron g;bra nd pers on ality,lack of inno vati on and developme nt capacity;small-scale producti on and management,brand development lack of overall planning;ability of weak exports and in ter nati onal operati on s,Bra nd aware ness is not stron g;bra nd positioning i

31、s not clear,there is a large range of factors such as bli ndn ess.Speak ing from the macro social factors:social mecha ni sms n eed to be improved,policies and regulati ons support the n eed to further stre ngthe n the country ndustrial policy,export-oriented policies for different sectors play diff

32、erent role in the country industrial policy,export-oriented policies for differe nt sectors play differe nt role in the promoti on and limitatio n,the finan cial en vir onment for bus in ess inv estme nt capacity and market expa nsion ability and the importa nt in flue nce.The establishme nt of mark

33、et system in China has for many years,despite a sig ni fica nt improveme nt but still not perfect,there still has not really adapt to the market econom y,c on sumer psychology has not yet fullymature.2. The current situation of global economic integration, the error of the bra nd strategy impleme nt

34、ati on(1) lg nore the brand inv estme nt,profit-orie ntedBackgr ound of econo mic globalizati on, intern ati onal competiti on is in creas in gly reflected in the brand s competition, the overwhelming oif ajieritnodernworld famous mult in ati onal compa nies with particular emphasis on the use of br

35、a nd strategy, brand such a full range of output through the form of mult in ati onal corporatio ns gradually occupati on of the intern ati onal market. it is no exaggeration to say that now,the brand has achieved global strategic objectives of transn ati onal corporati ons sharp weap on ,is an impo

36、rta nt means to achieve capital expa nsion.Rome was not built in a day cold .Bra nd n ever be in the short term inven ted to be a long process of accumulatio n. Many en terprises do not clearly recog nize this poin t,attempt to create a brand in a short time,but igno red the Ion g-term pla nning and

37、 strategy.(2) Bra nd 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 impleme ntati on of brand strategy is to rely on their overall quality and overall image enhan ceme

38、nt,the n eed for scie ntific man ageme nt idea and superb operational skills,but quit a few brand planner in this regard was particularly poor performa nee and immediate impact brand developme nt ,practical work in the emerge nee of many such errors:lf that job is to create a brand to take a good na

39、me to the product ,improve product aware ness,or what the product packagi ng ; good brand is draw ing a satisfactory visual sig ns on ly; Advertisi ng is the only way to cultivate well-k nown bran ds,i n additi on to advertis ing in the media ,big,the other no atte ntio n;scale en terprise product o

40、nce formed,well-k nown bra nds on the n aturally established;well-k nown brand is equivale nt to high price,to be un realistically improve the product price.Some compa nies eve n to further in the brand Wrong Operati on not hesitate to give up their own bra nd bus in ess,with foreig ncompa ni es,bra

41、 nds,or to sell its own brand low-cost tran sfer,such as our prese nt more than 20 million“ three capital enterprises,there 90% of the joint ventureusing the foreign brands;clean silver toothpaste factory in Guangzhou to 2 millio n yua n cheap to tra nsfer to joi nt ven tures and other bran ds,is on

42、e such outstanding example of the terrible consequences of today has become increasingly apparent-lost domestic enterprises own brand,product and in tellectual property rights ,n ati onal in dustrial competitive ness lie!(3) Product is the enterprise competitive advantage in the market can be quickl

43、y imitated by competitors,beyond,the brand is insurmountable,real and lasting competitive advantage comes from innovation,in order to“ change should “ status quo Brand is the concen trated expressi on of the core competitive ness.The market is con sta ntly cha nging face of any brand at any time to

44、be out of dan ger .Too much emphasis on the existing achievements,do not attach importanee to innovation,leadingto a lot of brand-name “ dismount themajorreas on .CocaCola former chief marketi ng officer Sergio Zyma n, The bra nd is on ly the compa ny logo products and services are differe nt from c

45、ompetitors,is the most effective weap on to ope n up the market,excelle nt brand can make yourproductstandout. Products physicalproperties,qua ntity,price,quality,service is very easy to make your product sta nd out. Products physical properties, quantitiy, price, quality,service is very easy to imi

46、tate competitors, Er bran ds, along with the product itself,also in cludes an attached product to cultural background, emotional, consumer cognition in visible thin gs,so that en terprises Yong Yuan Li in the competiti on undefeated.Consumer awareness deciding the fate of the brand has a direct impa

47、ct on con sumer aware ness.Bra nd is the differe nee decid ing the fate of the bra nd has a direct impact on con sumer aware ness.Bra nd is the differe nee between the market enterprise important symbols is the benchmark for con sumer spe nding to brand as the core has become a corporate restructur

48、ing and reallocati on of resources an importa nt mecha ni sm.Fourth, national enterprises in brand internationalization process of how to bra nd posit ing.Backed by scie nee and tech no logy , establish a quality first,w inning by quality bus in ess philosophy, the bran ds fashi on eleme nts, the ou

49、tsta nding in dividual.Product quality is the corn erst one of creati ng brand . Competitive ness of their product performa nee in the competiti on for the brand ,and brand competiti on while relyi ng on the in here nt quality of a brand in the market dow n are also in most of a problem because of t

50、he quality. Therefore, it can be said, quality is the bra nd of life depe nds.In additi on,en terprises should lear n from successful experie nces abroad to enhance their design and development capability.Enterprises should dare to challe nge the new tech no logy revoluti on to create their own bra

51、nd, and in crease market competitive ness; We must work hard in the tran sformatio n . Person alizatio n trend in the world cha nges, the value of customer experie nee and the value of differentiation has been directly determined to achieve the final product sales, pers onal services are in dispe ns

52、able!2. To stre ngthe n market in g,improve bra nd aware ness,bra nd strategy will be organically integrated in their overall strategy to promote the overall developme nt strategy.The impleme ntati on of bra nd market ing is an importa nt part of the strategy.By choos ing the right market ing approa

53、ch can be effectively used to bra nd a household n ame bran d,expa nd market share.Bra nd strategy is not an isolate task,but the overall developme nt strategy and bus in ess are closely related.A successful brand names more than just a brand its own thing,related to bus in ess man ageme nt of all m

54、ajor strategic decisi on ,these major strategic decisi on ,these major strategic decisi ons were con sciously carried out around to expand.3. Follow the laws of the brand design ,brand image , brand and accurate market positioning , brand performanee and outstanding value emotional com muni cati on.

55、Brand competitio n is not all-ro und competitio n; each brand has its own market positi on. The basic method is not positi oning to create a no vel 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 .En terprises s