工商管理论文外文文献及中文翻译企业品牌战略研究.docx

工商管理论文外文文献及中文翻译企业品牌战略研究.docx

《工商管理论文外文文献及中文翻译企业品牌战略研究.docx》由会员分享，可在线阅读，更多相关《工商管理论文外文文献及中文翻译企业品牌战略研究.docx（7页珍藏版）》请在冰豆网上搜索。

工商管理论文外文文献及中文翻译企业品牌战略研究

BrandStrategyResearch

Resource:

Kapferer,J.HStrategicBrandManagement[J].KoganPage,London

Economicglobalization,howtoadapttointernationaltrends,establishastrongbrandandenhanceourcompetitiveness,havebecomepressingissuesfacingenterprises.Basedontheanalysisofthedevelopmentofcorporatemarketingbrandstrategy,basedonthecontentofbrandstrategyanitsfunctionalsignificance,todiscussthebrandstrategyinenterprisemarketingrole.Enterpriseneedstouseavarietyofmeansofcompetitiontoincreasebrandawareness,improvebrandpositioning,ancreateagoodbrandimage.

First,Japanesebrandsacrosstheboarddefeat

November22,2006morning,NECannouncedthatitwouldwithdrawfrom2Gand2.5Gmobilephonemarket,whichmeansthat,followingSharp,Panasonic,Toshiba,Mitsubishi,Sanyo,aJapanesemobilephonemanufacturerslaterwithdrawfromtheChinesemarket,JapanesemobilephonehasalmostallexceptKyocera2GmobilephonemarketinChinaoutofcontention.

IfwesumuptheChinesehouseholdappliancemarket,todayanydifferentfromtenyearsago,IthinkthebiggestdifferenceisthatJapanesecompaniesinChina,Japanesehomeappliancemarketdownturn,thefollowingmainreasons:

First,rigidenterprisesystem,decision-makingdifficult,thereactionwasslow,incompatiblewiththerealityoftheChinesemarket,itisdifficulttoadapttotherapidlychangingChinesemarket;2isweakinmarketing,productplanningcapacityisnotstrong,itisdifficulttojudgeaccordingtotheirmarkerlaunchtomeetconsumerdemandandforecastproducts,followthetrendhasbeeninapassivesituation,cannotsatisfymarketdemand;Third,failuretograsptheindustrybesttimetotransitionistheJapanesehomeappliancecompaniesloseanimportantreasonformarketdominance.

JapanesecompaniescometotheedgeintheChinesemarketiscausingcompaniestothinkdeeplyaboutournation?

Totaketheinternationalrouteandwhethertheenterpriseof“JapaneseCompany”tothelessonslearnedbehind?

Second,thebrandstrategyimplementationinChinatheCurrentSituation

Manyoldfamous“flashinthepan”

ChineseandforeignenterprisesintheChinesemarketthebrandwar;justgrowuptobeagreatimpactonnationalbrands.Thelastcentury,alittle-known80’sbrand,notbeingregisteredbytrademark,istobeacquired,squeeze,eveniftheresidueishardgoingdownreallydevelopedverylimited.Hereatypicalcase,thelastcentury80stoearly90s,heworkedinairconditioningsectorhitwondersoftheWarburgin1998,wasacquiredKelon,thesubsequentdeclineinbrandimageisrepeated.

Brandstrategyhasbeenanincreasingemphasisondomesticenterprisescausedthegovernmenttosupport.

Sincethe80soflastcenturyreformandopeningup,China’ssocialisteconomicconstructionhasmaderemarkableachievements.FromaplannedeconomytomarketeconomyeraChinesecompanies,brandmanagementhasgrownoutofnothing.

Information,localgovernmentsatalllevelsofemphasisonbrand-name,organizationpromotingtheefforts,policiesmeasureshavegreatlyenhancedQinghai,Shenzhen,Wuhan,Ningbo,ShenyangandothercitiesontheChinesefamousenterprisesincentivesto100million,onDalian3millionYuan,onbrand-namecompanieshavebeencitiesforthe100000yuanreward-200000yuan..

January8th2009yeartoJanuary11th,the40thInternationalConsumerElectronicsShow（CES）inLasVegasVenetianhotelopening.NationalenterprisesintheCES,weachievesuperiorresults.

Itisunderstoodthatthisyearthereare4000peopleregisteredtoparticipateinChinaCES,includingmanufacturers,mediaandspectators,intheexhibitionhall,thereare327exhibitors.Haieristheworld’smostauthoritativeconsumerelectronicsindustrymedia“TWICE”namedfortheChineseconsumerelectronicsbrand.

3.Thestatusofforeignbrandsinmostsectorsisstilldifficulttoshake

However,weshouldalsoseethefaceofnumerousproductsonthemarket,allowsconsumersblurtedoutgenuinelyfewdomesticbrands.Withtheopeningupfurther,toanumberofbigcompanieshavetosqueezeintotheChinesemarket,Chinesemarket,atimefilledwith“Sony”,“Coca-Cola”,“Rejoice”,“Benz”andvariousotherinternationalbrands,manyofthesenamesforeignbrandsviolentlyhittingthenationalbrandinChina.Althoughtheapplianceindustry,ledbyHaierbrand,“Konka”,“Changhong”,“TCL”andotherdomesticbrandshavedevelopedwell,butwiththe“Sony”,“Panasonic”“Samsung”andotherbrands,theyarestilltherecompetitivedisadvantage;intheITindustry,“Lenovo”,“Founder”,“GreatWall”andthebrand’scompetitivenesshasimprovedsignificantly,butwithEuropeandtheUnitedStates,Japanandothercountriescomparedto,brandawarenessisstillinsufficient;inConsumerGoodsmarket,“P&G”,“Oliver”,“Henkel”,andotherinternationalcompanieshaveformedthethreepillars.

Third,thebrandstrategyimplementationinChinaProblemsandErrors

Currently,Chinesebrandshaveahugeinternationalmarkeropportunityandspaceforinternationalbrandshasbeeninevitable,buttherearealsobrandbuildingisnotunsatisfactory.

OurEnterpriseBrandBuildingProblems

Factorsfromthepointofmicro-enterprisesthemselves:

thereisalaceoftechnologydevelopment,brandcompetitivenessisnotstrong;brandpersonality,lackofinnovationanddevelopmentcapacity;small-scaleproductionandmanagement,branddevelopmentlackofoverallplanning;abilityofweakexportsandinternationaloperations,Brandawarenessisnotstrong;brandpositioningisnotclear,thereisalargerangeoffactorssuchasblindness.Speakingfromthemacrosocialfactors:

socialmechanismsneedtobeimproved,policiesandregulationssupporttheneedtofurtherstrengthenthecountry’sindustrialpolicy,export-orientedpoliciesfordifferentsectorsplaydifferentroleinthepromotionandlimitation,thefinancialenvironmentforbusinessinvestmentcapacityandmarketexpansionabilityandtheimportantinfluence.TheestablishmentofmarketsysteminChinahasformanyyears,despiteasignificantimprovementbutstillnotperfect,therestillhasnotreallyadapttothemarketeconomy,consumerpsychologyhasnotyetfullymature.

2.Thecurrentsituationofglobaleconomicintegration,theerrorofthebrandstrategyimplementation

（1）Ignorethebrandinvestment,profit-oriented

Backgroundofeconomicglobalization,internationalcompetitionisincreasinglyreflectedinthebrand’scompetition,theoverwhelmingmajorityofthemodernworldfamousmultinationalcompanieswithparticularemphasisontheuseofbrandstrategy,brandsuchafullrangeofoutputthroughtheformofmultinationalcorporationsgraduallyoccupationoftheinternationalmarket,itisnoexaggerationtosaythatnow,thebrandhasachievedglobalstrategicobjectivesoftransnationalcorporationssharpweapon,isanimportantmeanstoachievecapitalexpansion.

Romewasnotbuiltinadaycold.Brandneverbeintheshortterminventedtobealongprocessofaccumulation.Manyenterprisesdonotclearlyrecognizethispoint,attempttocreateabrandinashorttime,butignoredthelong-termplanningandstrategy.

（2）Brandstrategyisasystematic

Theimplementationofbrandstrategyisasystematic,enterprisestrategyandtheoveralldevelopmentofanimportantcomponentofcompetitivestrategy.Theimplementationofbrandstrategyistorelyontheiroverallqualityandoverallimageenhancement,theneedforscientificmanagementideaandsuperboperationalskills,butquitafewbrandplannerinthisregardwasparticularlypoorperformanceandimmediateimpactbranddevelopment,practicalworkintheemergenceofmanysucherrors:

Ifthatjobistocreateabrandtotakeagoodnametotheproduct,improveproductawareness,orwhattheproductpackaging;goodbrandisdrawingasatisfactoryvisualsignsonly;Advertisingistheonlywaytocultivatewell-knownbrands,inadditiontoadvertisinginthemedia,big,theothernoattention;scaleenterpriseproductonceformed,well-knownbrandsonthenaturallyestablished;well-knownbrandisequivalenttohighprice,tobeunrealisticallyimprovetheproductprice.SomecompaniesevengofurtherinthebrandWrongOperationnothesitatetogiveuptheirownbrandbusiness,withforeigncompanies,brands,ortosellitsownbrandlow-costtransfer,suchasourpresentmorethan20million“threecapital”enterprises,there90%ofthejointventureusingtheforeignbrands;cleansilvertoothpastefactoryinGhuangzhouto2millionyuancheaptotransfertojointventuresandotherbrands,isonesuchoutstandingexampleoftheterribleconsequencesoftodayhasbecomeincreasinglyapparent-lostdomesticenterprisesownbrand,productandintellectualpropertyrights,nationalindustrialcompetitivenesslie!

（3）Productistheenterprisecompetitiveadvantageinthemarketcanbequicklyimitatedbycompetitors,beyond,thebrandisinsurmountable,realandlastingcompetitiveadvantagecomesfrominnovation,inorderto“change”shouldbe“statusquo”

Brandistheconcentratedexpressionofthecorecompetitiveness.Themarketisconstantlychangingfaceofanybrandatanytimetobeoutofdanger.Toomuchemphasisontheexistingachievements,donotattachimportancetoinnovation,leadingtoalotofbrand-name“dismount”themajorreason.Coca-Cola’sformerchiefmarketingofficerSergioZyman,“Thebrandisonlythecompanylogoproductsandservicesaredifferentfromcompetitors,isthemosteffectiveweapontoopenupthemarket,excellentbrandcanmakeyourproductstandout.”Productsphysicalproperties,quantity,price,quality,serviceisveryeasytoimitat