【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)品的市場競爭能力，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(fèi)者認(rèn)識等無形的東西，使企業(yè)永遠(yuǎn)立足于市場競爭的不敗之地。品牌絕對不可能在短期內(nèi)創(chuàng)造出來，是一個長期積累的過程。 洋品牌的低 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(fèi)者脫口而出的國內(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、擠垮，既是殘留下來的也是慘淡經(jīng)營，真正發(fā)展起來的極為有限。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)點是能夠充分利用當(dāng)?shù)氐馁Y源和人力，而付出的代價是犧牲全球的增長和效率。 在國際化的企業(yè)中，總公司對子公司的定位一般有三種類型：（重視本國的）民族中心主義型、（重視所在國的）多中心型和 （重視全世界的）地球中心型。 在細(xì)分市場方法中，企業(yè)要在國內(nèi)市場中認(rèn)準(zhǔn)那些在境外能夠受到不同對待從而獲利的細(xì)分市場。這一方法減少決策問題，由于地域擴(kuò)展的邊際成本低，還可以帶來高利潤。現(xiàn)在美國的工資率和人均國民生產(chǎn)總值不再高出歐洲很 多，也許輪到美國公司應(yīng)該按照歐洲市場的需求來設(shè)計產(chǎn)品，因為在歐洲市場上銷售這些產(chǎn)品，很可能會超過美國市場。凡在全球戰(zhàn)略中沒有包括日本人銳意爭取的那些價格區(qū)段的汽車公司，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)真評估全球各種可選擇的方案和每個方案涉及的風(fēng)險。有些公司開始被吸引到國際市場上來，是因為收到了找上門來的定單，在發(fā)現(xiàn)新的機(jī)會之后，通過一系列步驟走向國外建立生產(chǎn)廣家。但是由于國際范圍的競爭、國家控制措施和公司日漸意識到增效利益而產(chǎn)生壓力時，越來越多的公司在制定全球戰(zhàn)略，采用全球規(guī)劃程序。如果國內(nèi)競爭者的視野拓寬，規(guī)模擴(kuò)大，而這家公司仍舊小規(guī)模經(jīng)營，就會發(fā)現(xiàn)自己不能在研究或產(chǎn)品開發(fā)方面與他人并駕齊驅(qū)。反過來看，美國以外的公司則從產(chǎn)品開發(fā)一開始，就需要進(jìn)行全球通盤規(guī)劃。必須決定戰(zhàn)略評估是根據(jù)一個主要的單一市場，許多單 一市場，還是許多市場中的某些部分進(jìn)行的。 多元市場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，做出各自的獨(dú)特貢獻(xiàn)。這類公司更像是一個半獨(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)廠商退出中國市場，日系手機(jī)除京瓷外幾乎全部退出中國 2G手機(jī)市場的爭奪。在 CES 上我們民族企業(yè)取得驕人的業(yè)績。我國建立市場體制也有好多年了，雖有了很大改善但仍不健全，有些方面還未真正適應(yīng)市場經(jīng)濟(jì)的要求，消費(fèi)者的心理還未完全成熟。市場是瞬息萬變的，任何品牌都面臨著隨波逐流被淘汰的危險。產(chǎn)品的競爭力表現(xiàn)為品牌的競爭，而品牌競爭多一張的則是產(chǎn)品的內(nèi)在質(zhì)量。實施品牌戰(zhàn)略不是一項孤立的工作，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