外文翻譯---企業(yè)品牌戰(zhàn)略研究-wenkub
2023-05-19 10:46:54 本頁面
【正文】 flected in the brand’s petition, the overwhelming majority of the modern world famous multinational panies with particular emphasis on the use of brand strategy, brand such a full range of output through the form of multinational corporations gradually occupationo f the internantional market. it is no exaggeration to say that now,the brand has achieved global strategic objectives of transnational corporations sharp weapon,is an important means to achieve 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 longterm planning and strategy. (2)Brand strategy is a systematic The implementation of brand strategy is a systematic,enterprise strategy and the overall development of an important ponent of petitive implementation of brand strategy is to rely on their overall quality and overall image enhancement,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 to create a brand to take a good brand is drawing a satisfactory visual signs only。in Consumer Goods market,“ P＆ G”，“ Oliver”，“ Henkel”， and other international panies have formed the three pillars. Third,the brand strategy implementation in China Problems and Errors. Currently,Chinese brands have a huge international marker opportunity and space for international brands has been inevitable,but there are also brand building is not unsatisfactory. Our Enterprise Brand Building Problems Factors from the point of microenterprises themselves:there is a lace of technology development,brand petitiveness is not strong。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。通 過選擇正確的市場營銷方式，可以有效地利用品牌效應(yīng)讓品牌家喻戶曉，擴大市場占有率。 此外，企業(yè)還應(yīng)借鑒國外成功經(jīng)驗，提高自己的設(shè)計開發(fā)能。 產(chǎn)品質(zhì)量是創(chuàng)造名牌的基石?！碑a(chǎn)品的物理屬性、數(shù)量、價格、質(zhì)量、服務(wù)等很容易被競爭對手模仿，而品牌除 了產(chǎn)品本身，還包含了附加在產(chǎn)品上的文化、背景、情感、消費者認識等無形的東西，使企業(yè)永遠立于市場競爭的不敗之地。廣州潔銀牙膏廠以 200萬元低價將品牌轉(zhuǎn)讓給合資企業(yè)等，就是這樣的突出事例，現(xiàn)今其可怕后果已日漸顯現(xiàn)出來 —— 喪失了本國企業(yè)自身品牌、產(chǎn)品與知識產(chǎn)權(quán)，民族產(chǎn)業(yè)競 爭力究竟何在！ 產(chǎn)品是企業(yè)在市場中競爭優(yōu)勢可以很快被競爭對手模仿、超越，而品牌卻難以逾越，真正持久的競爭優(yōu)勢來自于不斷創(chuàng)新，以“不變”應(yīng)“萬變” 品牌是核心競爭力的集中體現(xiàn)。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(guān)注 。很多企業(yè)沒有清醒地認識到這一點，妄圖在短時間內(nèi)創(chuàng)出一個名牌，而忽視了長遠的規(guī)劃和戰(zhàn)略。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(yīng)市場經(jīng)濟的要求，消費者的心理還未完全成熟。生產(chǎn)和經(jīng)營規(guī)模偏小，品牌發(fā)展缺乏整體規(guī)劃 。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。 洋品牌的地位在多數(shù)行業(yè)仍是難以動搖的 但是，我們也應(yīng)看到，面對市場上紛繁的產(chǎn)品，真正能讓消費者脫口而出的國內(nèi)品牌屈指可數(shù)。 2020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。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(jīng)營，真正發(fā)展起來的極為有限。 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(yè)制度呆板，決策困難，反應(yīng)速度慢，與另市場現(xiàn)實格格不入，難以適應(yīng)快速變化的中國市場 。本文在分析我國企業(yè)營銷品牌戰(zhàn)略發(fā)展狀況的基礎(chǔ)上，從品牌戰(zhàn)略的內(nèi)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
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