企業(yè)品牌戰(zhàn)略研究外文翻譯-其他專業(yè)(已修改)
2025-02-04 07:05 本頁面
【正文】 Brand Strategy Research Kapferer, Available online 11 June 2021 Economic globalization,how to adapt to international trends,establish,a strong brand and enhance our petitiveness,have bee pressing issues facing on the analysis of the development of corporate marketing brand strategy in enterprise marketing needs to sue a variety of means of petition to increase brand awarenss, improve brand positioning, an create a good brand image. First, Japanese brands across the board defeat. November 22,2021 morning, NEC announced that it would withdraw from 2G and phone market ,which 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 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 panies in China, Japanese home appliance market downturn, the following main reasons: First, rigid enterprise system, decisionmaking difficult, the reaction was slow, inpatible with the reality of the Chinese market ,it is difficult to adapt to the rapidly changing Chinese market。2 is weak in marketing ,product planning capacity is not strong ,it is difficult to judge according to their marker lacunch to meet consumer demand and forecast products, follow the trend has been in a passive situation, can not satisfy market demand。 Third, failure to grasp the industry best time to transition is the Japanese home appliance panies lose an important reason for market dominance. Japanese panies e to the edge in the Chinese market is causing panies tothink deeply about our nation ? To make the internanational route and whether the enterprise of“Japanese Company”to the lessons learned behind?Second, the brand strategy implementation in China the Current Situation Many old famous“flash in the pen” 1 Chinese and foreign enterprises in the Chinese market the brand war。just grow up to be a great impact on national brands. The last century, a littleknow 80’s brand ,not being registered by trademark, is to be acquired, squeeze, even if the residue is hard going down really developed very 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 image 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,China’s socialist econonomic construction has made remarkable achievements. From a planned economy to market economy era Chiness panies, brand management has grown out of nothing. Information,local governments at all levels of emphasis on brandname,anization promoting the efforts,policies measures have greatly ehangced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other cities on the
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