【正文】 Advertising is the only way to cuoltivate wellknown brands, in addition to adbertising in the media, big, the other no attention。 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。企業(yè)要敢在新技術(shù)革命的挑戰(zhàn)中創(chuàng)造自己的品牌，提高產(chǎn)品的市場(chǎng)競(jìng)爭(zhēng)能力，就必須在技術(shù)創(chuàng)造上下功夫。”產(chǎn)品的物理屬性、數(shù)量、價(jià)格、質(zhì)量、服務(wù)等很容易被競(jìng)爭(zhēng)對(duì)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(fèi)者認(rèn)識(shí)等無(wú)形的東西，使企業(yè)永遠(yuǎn)立足于市場(chǎng)競(jìng)爭(zhēng)的不敗之地。品牌絕對(duì)不可能在短期內(nèi)創(chuàng)造出來(lái)，是一個(gè)長(zhǎng)期積累的過(guò)程。 洋品牌的低 位在多數(shù)行業(yè)仍是難以動(dòng)搖的 但是，我們也應(yīng)看到，面對(duì)市場(chǎng)上紛繁的產(chǎn)品，真正能讓消費(fèi)者脫口而出的國(guó)內(nèi)品牌屈指可數(shù)。上世紀(jì)80 年代稍有知名度的品牌，不是被搶注商標(biāo)，就是被收購(gòu)、擠垮，既是殘留下來(lái)的也是慘淡經(jīng)營(yíng)，真正發(fā)展起來(lái)的極為有限。s petitive advantage depends upon capabilities other than advanced product design. In the case of an industrial product such as aluminum ingots, for example, the market characteristics such as product usage patterns, customer attitudes, and target customer groups may be quite similar for many countries, and the best strategy may be to focus on developing a more economical production process to bring a petitive cost advantage. In the market segment approach, the firm identifies segments of national markets that could profitably be given separate treatment across national boundaries. Small market segments in individual countries may be insufficient for any one country unit to justify development of an appropriate product or to make the necessary investment in market development. Worldwide or for a number of countries, however, such a segment may readily justify the expense. In the last analysis, developing a global strategy depends upon the way executives think about doing business around the world. The design and implementation of a global strategy require that managers in both headquarters and subsidiaries follow a worldwide approach which considers subsidiaries as neither satellites nor independent citystates but as parts of a whole, the focus of which is on worldwide as well as local objectives. And each part of the system makes its unique contribution with its unique petence. This approach, which has been popularized as egocentrism, involves collaboration between subsidiaries and headquarters to establish universal standards and permissible local variations on the basis of which key decisions are made. However, egocentrism requires a reward system for subsidiary a manager that motivates them to work for worldwide goals and not just to defend country objectives. In international enterprises, there are three general types of headquarters39。這種方法的優(yōu)點(diǎn)是能夠充分利用當(dāng)?shù)氐馁Y源和人力，而付出的代價(jià)是犧牲全球的增長(zhǎng)和效率。 在國(guó)際化的企業(yè)中，總公司對(duì)子公司的定位一般有三種類(lèi)型：（重視本國(guó)的）民族中心主義型、（重視所在國(guó)的）多中心型和 （重視全世界的）地球中心型。 在細(xì)分市場(chǎng)方法中，企業(yè)要在國(guó)內(nèi)市場(chǎng)中認(rèn)準(zhǔn)那些在境外能夠受到不同對(duì)待從而獲利的細(xì)分市場(chǎng)。這一方法減少?zèng)Q策問(wèn)題，由于地域擴(kuò)展的邊際成本低，還可以帶來(lái)高利潤(rùn)?，F(xiàn)在美國(guó)的工資率和人均國(guó)民生產(chǎn)總值不再高出歐洲很 多，也許輪到美國(guó)公司應(yīng)該按照歐洲市場(chǎng)的需求來(lái)設(shè)計(jì)產(chǎn)品，因?yàn)樵跉W洲市場(chǎng)上銷(xiāo)售這些產(chǎn)品，很可能會(huì)超過(guò)美國(guó)市場(chǎng)。凡在全球戰(zhàn)略中沒(méi)有包括日本人銳意爭(zhēng)取的那些價(jià)格區(qū)段的汽車(chē)公司，立即在成本上處于不利地位。合理地制定全球戰(zhàn)略，需要認(rèn)真評(píng)估全球各種可選擇的方案和每個(gè)方案涉及的風(fēng)險(xiǎn)。有些公司開(kāi)始被吸引到國(guó)際市場(chǎng)上來(lái)，是因?yàn)槭盏搅苏疑祥T(mén)來(lái)的定單，在發(fā)現(xiàn)新的機(jī)會(huì)之后，通過(guò)一系列步驟走向國(guó)外建立生產(chǎn)廣家。但是由于國(guó)際范圍的競(jìng)爭(zhēng)、國(guó)家控制措施和公司日漸意識(shí)到增效利益而產(chǎn)生壓力時(shí)，越來(lái)越多的公司在制定全球戰(zhàn)略，采用全球規(guī)劃程序。如果國(guó)內(nèi)競(jìng)爭(zhēng)者的視野拓寬，規(guī)模擴(kuò)大，而這家公司仍舊小規(guī)模經(jīng)營(yíng)，就會(huì)發(fā)現(xiàn)自己不能在研究或產(chǎn)品開(kāi)發(fā)方面與他人并駕齊驅(qū)。反過(guò)來(lái)看，美國(guó)以外的公司則從產(chǎn)品開(kāi)發(fā)一開(kāi)始，就需要進(jìn)行全球通盤(pán)規(guī)劃。必須決定戰(zhàn)略評(píng)估是根據(jù)一個(gè)主要的單一市場(chǎng)，許多單 一市場(chǎng)，還是許多市場(chǎng)中的某些部分進(jìn)行的。 多元市場(chǎng)方法意味著高度的分散。全系統(tǒng)的每一部分都發(fā)揮各自的特長(zhǎng)，做出各自的獨(dú)特貢獻(xiàn)。這類(lèi)公司更像是一個(gè)半獨(dú)立的 子公司的聯(lián)合體。s strategy for maximizing its chosen objectives through geographical allocation of its limited resources, taking into account petition from whatever geographical source and the geographical opportunities and constraints. A global strategy enpasses the planning, timing, and location of a firm39。 一、日系品牌全線崩潰 2020年 11月 22日上午， NEC宣布將推出 2G及 ，這意味著繼夏普、松下、東芝、三菱、三洋之后又一家手機(jī)廠商退出中國(guó)市場(chǎng)，日系手機(jī)除京瓷外幾乎全部退出中國(guó) 2G手機(jī)市場(chǎng)的爭(zhēng)奪。在 CES 上我們民族企業(yè)取得驕人的業(yè)績(jī)。我國(guó)建立市場(chǎng)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(yīng)市場(chǎng)經(jīng)濟(jì)的要求，消費(fèi)者的心理還未完全成熟。市場(chǎng)是瞬息萬(wàn)變的，任何品牌都面臨著隨波逐流被淘汰的危險(xiǎn)。產(chǎn)品的競(jìng)爭(zhēng)力表現(xiàn)為品牌的競(jìng)爭(zhēng)，而品牌競(jìng)爭(zhēng)多一張的則是產(chǎn)品的內(nèi)在質(zhì)量。實(shí)施品牌戰(zhàn)略不是一項(xiàng)孤立的工作，而是與企業(yè)整體發(fā)展戰(zhàn)略息息相關(guān)的。 smallscale production and manahement,brand development lack of overall planning。 clean silver toothpaste fctory in Guangzhou to 2 million yuan cheap to transfer to joint ventures and other brands, is one such outstanding erample of the terrible consequences of today has bee increasingly apparentlost dometic ernterprises own brand, product and intellectual property rights, national industrial petitiveness lie! (3)Product is the enterprise petitive advantage in the market can be quickly imitated by petitors, beyond, the brand is insurmountable, real and lasting petitive advantage es from innovation, in order to “change” should be “status quo”. Brand is the concentrated expression of the core petitiveness. 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 brandname “dismount” the major reason. CocaCola’s former chiefmarketing officer Sergio Zyman, “the brand is only the pany logo products and services are different from petitors, 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 petitors, Er brands, along 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 petition undefeated. Consumer awareness deciding the fate of the brand has a direct impact on consumer awareness deciding 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 bee a cor porate