1、brand strategy researchkapferer.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

2、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

3、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

4、 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 enterpris system, decis

5、ion-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 tim

6、e 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

7、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 80s brand, not being

8、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 i

9、mage 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, chinas socialist econonomic construction has made remarkable achievements. from a planned economy tomarket economy era chiness

10、 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 incentive

11、s to 100 millon, 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 cousumer electronics show(ces) in las vegas ventian hotel opening. national enterprises in the ces, we achieve supe

12、rior 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 worlds most authoritative consumer electronics brand.3.the status of foreign brands

13、 in most sectors is still difficult to shakehowever, 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 f

14、illed 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,bu

15、t with the “sony”, “panasonic” ,“samsung” and other brands, they are still there competitive disadvangtage; in the it industry, “l(fā)enovo”, “founder”, “greatwall” and other countries compared to, brand awareness is still insurfficient; in consumer goods market, “p&g”, “oliver”, “henkel”, and other int

16、ernational 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 unsatisfact

17、ory. our enterprise brand building problems:fators from the point of micro-enterprises themselves: there is a lace of technology development capacity; small-scale production and manahement,brand development lack of overall planning; ability of weak erports and international operations, brand awarene

18、ss 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 improved, policy, exort-oriented policies for different sectors play different role in the promotion and limitation, the financia

19、l 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

20、 has not yet fully mature.2.the current situation of global economic 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 brands competition, the ove

21、rwhelming 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 we

22、apon, is an important means to cheieve 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 plannin

23、g 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 emplementation of brand strategy is not rely on their overall quality and overall image enhance

24、ment, 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 bran

25、d 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 hig

26、h price, to be unrealistically improve the product price. some 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 de joint wenture using the foreign brands; clean silver toothpaste fctory in guangzhou to 2

27、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

28、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 competitivenes

29、s. 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-colas former chiefmarketing officer sergio zyman, “the bra

30、nd 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 your product stand out. “products physical properties, quantitiy, price, quality, service is very easy to imitate competitors, er brands, al

31、ong 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

32、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,

33、 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 be

34、en 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 marketing

35、 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 th

36、an 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.企業(yè)品牌戰(zhàn)略研究kapferer.j.h strategic brand management j.kogan page, london j.marketing science,2010(2

37、):52-61.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(yè)面臨的迫切問題。本文在分析我國企業(yè)營銷品牌發(fā)展狀況的基礎上，從品牌戰(zhàn)略的內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高品質，搞好品牌定位，塑造良好的品牌形象。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(yè)在中

38、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：意識企業(yè)制度呆板，決策困難，反應速度慢，與另市場現(xiàn)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(guī)劃能力不強，很難很據(jù)自己對市場的判斷與預測推出迎合消費者需求的產品，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(yè)轉型最佳時機，是日系家電企業(yè)失去市場主導地位的重要原因。日系企業(yè)在中國市場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？二、我國企業(yè)實施品牌戰(zhàn)略的現(xiàn)狀分析1、眾多昔日名牌“曇花一現(xiàn)”中外企業(yè)在市場上的品牌大戰(zhàn)，使

39、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，既是殘留下來的也是慘淡經營，真正發(fā)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(chuàng)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(zhàn)略已日漸引起國內企業(yè)重視，政府的扶持自上世界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(yè)，品牌經營從無到有。資料顯示，各地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(yè)的獎勵為100萬元，大

40、連為300萬元，對獲省市名牌的企業(yè)獎勵10萬元20萬元。2007年1月8日至1月11日，第40界國際消費電子展（ces）在美國拉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。海爾被全球最權威的消費電子行業(yè)媒體twice評選為消費電子第一品牌。3、洋品牌的低位在多數(shù)行業(yè)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(shù)。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

41、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”等國產名牌已發(fā)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(yè)，“聯(lián)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(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與空間，品牌的國際化已不可避免，然而品牌建設中也存在著不盡如人意的問題。我國企業(yè)實施品牌建設存在的問題：從微觀企

42、業(yè)自身因素角度：存在技術開發(fā)能力不足，品牌競爭能力不強；品牌個性不足，缺乏創(chuàng)新個發(fā)展能力；生產和經營規(guī)模偏小，品牌發(fā)展缺乏整體規(guī)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(huán)境因素上講：社會機制有待進一步改善，政府法規(guī)的支撐需要進一步加強，國家的產業(yè)政策，出口導向型政策對不同的行業(yè)起著不同的促進各限制作用，金融環(huán)境對于去也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，雖有了很大改善但仍不健全，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(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)，跨國公司占領了國際市場，可以毫不夸張地說，至今，品牌已是跨國公司實現(xiàn)全球戰(zhàn)