品牌營銷外文翻譯文獻PAGE8PAGE1品牌營銷外文翻譯文獻品牌營銷外文翻譯文獻(文檔含英文原文和中文翻譯)BrandStrategyResearchEconomicglobalization,howtoadapttointernationaltrends,establish,astrongbrandandenhanceourcompetitiveness,havebecomepressingissuesfacingenterprises.Basedontheanalysisofthedevelopmentofcorporatemarketingbrandstrategyinenterprisemarketingrole.Enteriseneedstosueavarietyofmeansofcompetitiontoincreasebrandawarenss,improvebrandpositioning,ancreateagoodbrandimage.First,Japanesebrandsacrosstheboarddefeat.November22,2006morning,NECannouncedthatitwouldwithdrawfrom2Gand2.5mobilephonemarket,whichmeansthat,followingSharp,Panasonic,Toshiba,Mitsubishi,Sanyo,aJapanesemobilephonemanufacturerslaterwithdrawfromtheChinesemarket,JapanesemobilephonehasalmostallexceptKyocera2GmobilephonemarketinChinaoutofcontention.IfwesumuptheChinesehouseholdappliancemarket,todayanydifferentfromtenyearsago,IthinkthebiggestdifferenceisthatJapanesecompaniesinChina,Japanesehomeappliancemarketdownturn,thefollowingmainreasons:First,rigidenterprisesystem,decision-makingdifficult,thereactionwasslow,incompatiblewiththerealityoftheChinesemarket,itisdifficulttoadapttotherapidlychangingChinesemarket;2isweakinmarketing,productplanningcapacityisnotstrong,itisdifficulttojudgeaccordingtotheirmarkerlacunchtomeetconsumerdemandandforecastproducts,followthetrendhasbeeninapassivesituation,cannotsatisfymarketdemand;Third,failuretograsptheindustrybesttimetotransitionistheJapanesehomeappliancecompaniesloseanimportantreasonformarketdominance.JapanesecompaniescometotheedgeintheChinesemarketiscausingcompaniestothinkdeeplyaboutournation?Tomaketheinternanationalrouteandwhethertheenterpriseof“JapaneseCompany”tothelessonslearnedbehind?Second,thebrandstrategyimplementationinChinatheCurrentSituationManyoldfamous“flashinthepen”ChineseandforeignenterprisesintheChinesemarketthebrandwar;justgrowuptobeagreatimpactonnationalbrands.Thelastcentury,alittle-know80’sbrand,notbeingregisteredbytrademark,istobeacquired,squeeze,eveniftheresidueishardgoingdownreallydevelopedverylimited.Hereatypicalcase,thelastcentury80stoearly90s,heworkedinairconditioningsectorhitwondersoftheWarburgin1998,wasacquiredKelon,thesubsequentdelineinbrandimageisrepeated.Brandstrategyhasbeenanincreasingemphasisondomesticenterprisescausedthegovernmenttosupport.Sincethe80soflastcenturyreformandopeningup,China’ssocialistecononomicconstructionhasmaderemarkableachievements.FromaplannedeconomytomarketeconomyeraChinesscompanies,brandmanagementhasgrownoutofnothing.Information,localgovernmentsatalllevelsofemphasisonbrand-name,organizationpromotingtheefforts,policiesmeasureshavegreatlyehangcedQinghai,Shenzhen,Wuhan,Ningbo,ShenyangandothercitiesontheChinesefamouserterprisesincentivesto100million,onDalian3millionYuan,onbrand-namecompanieshavebeencitiesforthe100000yuanreward-200000yuan.Japanese8th2009yeartoJapanese11th,the40thInternationalConsumerElectronicsShow(CES)inLasVegasVentianhotelopening.NationalenterprisesintheCES,weachievesuperiorresults.Itisunderstoodthatthisyearthereare4000peopleregisteredtoparticipateinChinaCES,includingmanufacturers,mediaandspectators,intheexhibitionhall,thereare327exhibitors.Haieristheworld’smostauthoritativeconsumerelectronicsindustrymedia“TWICE”namedfortheChineseconsumerelectronicsbrand.3.ThestatusofforeignbrandsinmostsectorsisstilldifficulttoshakeHowever,weshouldalsoseethefaceofnumerousproductsonthemarket,allowsconsumersblurtedoutgenuinelyfewdomesticbrands.Withtheopeningupfurther,toanumberofbigcompanieshavetosqueezeintotheChinesemarket,Chinesemarket,atimefilledwith“sony”,“Coca-Cola”，“rejoice”，“Benz”andvariousotherinternantionalbrands,manyofthesenamesforeignbrandsviolentlyhittingthenationalbrandinChina.Althoughtheapplianceindustry,ledbyhaierbrand,“Konka”，“Changhong”，“TCL”andotherdomesticbrandshavedevelopedwell,butwiththe“Sony”,“Panasonic”“Samsung”andotherbrands,theyarestilltherecompetitivedisadvangtage;intheITindustry,“Lenovo”，“Founder”，“GreatWall”andothercountriescomparedto,brandawarenessisstillinsufficient;inConsumerGoodsmarket,“P＆G”，“Oliver”，“Henkel”，andotherinternationalcompanieshaveformedthethreepillars.Third,thebrandstrategyimplementationinChinaProblemsandErrors.Currently,Chinesebrandshaveahugeinternationalmarkeropportunityandspaceforinternationalbrandshasbeeninevitable,buttherearealsobrandbuildingisnotunsatisfactory.OurEnterpriseBrandBuildingProblems：Factorsfromthepointofmicro-enterprisesthemselves:thereisalaceoftechnologydevelopment,brandcompetitivenessisnotstrong;brandpersonality,lackofinnovationanddevelopmentcapacity;small-scaleproductionandmanagement,branddevelopmentlackofoverallplanning;abilityofweakerportsandinternantionaloperations,Brandawarenessisnotstrong;brandpositioningisnotclear,thereisalargerangeoffactorssuchasblindness.Speakingfromthemacrosocialfactors:socialmechanismsneedtobeimproved,policiesandregulationssupporttheneeedtofurtherstrengthenthecountry’sindustrialpolicy,export-orientedpoliciesfordifferentsectorsplaydifferentroleinthecountry’sindustrialpolicy,export-orientedpoliciesfordifferentsectorsplaydifferentroleinthepromotionandlimitation,thefinancialenvironmentforbusinessinvestmentcapacityandmarketexpansionabilityandtheimportantinfluence.TheestablishmentofmarketsysteminChinahasformanyyears,despiteasignificantimprovementbutstillnotperfect,therstillhasnotreallyadapttothemarketeconomy,consumerpsychologyhasnotyetfullymature.2.Thecurrentsituationofglobaleconomicintegration,theerrorofthebrandstrategyimplementation(1)Ignorethebrandinvestment,profit-orientedBackgroundofeconomicglobalization,internationalcompetitionisincreasinglyreflectedinthebrand’scompetition,theoverwhelmingmajorityofthemodernworldfamousmultinationalcompanieswithparticularemphasisontheuseofbrandstrategy,brandsuchafullrangeofoutputthroughtheformofmultinationalcorporationsgraduallyoccupationoftheinternantionalmarket.itisnoexaggerationtosaythatnow,thebrandhasachievedglobalstrategicobjectivesoftransnationalcorporationssharpweapon,isanimportantmeanstoachievecapitalexpansion.Romewasnotbuiltinadaycold.Brandneverbeintheshortterminventedtobealongprocessofaccumulation.Manyenterprisesdonotclearlyrecognizethispoint,attempttocreateabrandinashorttime,butignoredthelong-termplanningandstrategy.(2)BrandstrategyisasystematicTheimplementationofbrandstrategyisasystematic,enterprisestrategyandtheoveralldevelopmentofanimportantcomponentofcompetitivestrategy.Theimplementationofbrandstrategyistorelyontheiroverallqualityandoverallimageenhancement,theneedforscientificmanagementideaandsuperboperationalskills,butquitafewbrandplannerinthisregardwasparticularlypoorperformanceandimmediateimpactbranddevelopment,practicalworkintheemergenceofmanysucherrors:Ifthatjobistocreateabrandtotakeagoodbrandisdrawingasatisfactoryvisualsignsonly;Advertisingistheonlywaytocuoltivatewell-knownbrands,inadditiontoadbertisinginthemedia,big,theothernoattention;scaleenterpriseproductonceformed,well-knownbrandsonthenaturallyestablished;well-knownbrandisequivalerttohighprice,tobeunrealisticallyimprovetheproductprice.SomecompanieseventofurthrerinthebrandWrongOperationnothesitatetogiveuptheirownbrandbusiness,withforeigncompanies,brands,ortosellitsownbrandlow-costtransfer,suchasourpersentmorethan20million“threecapital”enterprises,there90%ofthejointventureusingtheforeignbrands;cleansilvertoothpastefctoryinGhuangzhouto2millionyuancheaptotransfertojointventuresandotherbrands,isonesuchoutstandingerampleoftheterribleconsequencesoftodayhasbecomeincreasinglyapparent-lostdomesticenterprisesownbrand,productandintellectualpropertyrights,nationalindustrialcompetitivenesslie!(3)Productistheenterprisecompetitiveadvantageinthemarketcanbequicklyimitatedbycompetitors,beyond,thebrandisinsurmountable,realandlastingcompetitiveadvantagecomesfrominnovation,inorderto“change”shouldbe“statusquo”Brandistheconcentratedexpressionofthecorecompetitiveness.Themarketisconstrantlychangingfaceofanybrandatanytimetobeoutofdanger.Toomuchemphasisontheexistingachievements,donotattachimportancetoinnovation,leadingtoalotofbrand-name“dismount”themajorreason.Coca-Cola’sformerchiefmarketingofficerSergioZyman,“thebrandisonlythecompanylogoproductsandservicesaredifferentfromcompetitors,isthemosteffectiveweapontoopenupthemarket,excellentbrandcanmakeyourproductstandout.”Productsphysicalproperties,quantity,price,quality,serviceisveryeasytomakeyourproductstandout.”Productsphysicalproperties,quantitiy,price,quality,serviceisveryeasytoimitatecompetitors,Erbrands,alongwiththeproductitself,alsoincludesanattatchedproducttoculturalbackground,emotional,consumercognitioninvisiblethings,sothatenterprisesYongYuanLiinthecompetitionundefeated.Consumerawarenessdecidingthefateofthebrandhasadirectimpactonconsumerawareness.Brandisthedifferencedecidingthefateofthebrandhasadirectimpactonconsumerawareness.Brandisthedifferencebetweenthemarketenterpriseimportantsymbolsisthebenchmarkforconsumerspendingtobrandasthecorehasbecomeacorporaterestructuringandreallocationofresourcesanimportantmechanism.Inaddition,enterprisesshouldlearnfromsuccessfulexiperiencesabroadtoenhancetheirdesignanddevelopmentcapability.Enterprisesshoulddaretochallengethenewtechnologyrevolutiontocreatetheirownbrand,andincreasemarketcompetitiveness;Wemustworkhardinthevalueofdifferentiationhasbeendirectlydeterminedtoachievethefinalproductsales,personalservicesareindispensable!2.Tostrengthenmarketing,improvebrandawareness,brandstrategywillbeorganicallyintegratedintheiroverallstrategytopromotetheoveralldevelopmentstrategy.Theimplementationofbrandmarketingisanimportantpartofthestrategy.Bychoosingtherightmarketingapproachcanbeeffectivelyusedtobrandahouseholdnamebrand,expandmarketshare.Brandstrategyisnotanisolatetask,buttheoveralldevelopmentstrategyandbusinessarecloselyrelated.Asuccessfulbrandnamesmorethanjustabranditsownthing,relatedtobusinessmanagementofallmajorstrategicdecision,thesemajorstrategicdecision,thesemajorstrategicdecisionswereconsciouslycarriedoutaroundtoexpand.翻譯：企業品牌戰略研究卡普費雷爾，J.H2010年6月11日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