外文翻譯--中小企業(yè)品牌建設(shè)和管理：探測(cè)研究-免費(fèi)閱讀
【正文】 這篇文章調(diào)查研究了中小企業(yè)中品牌標(biāo)識(shí)的創(chuàng)造和品牌價(jià)值的管理，這些中小企業(yè)一般受資源的限制和管理者對(duì)于市場(chǎng)決策能力的限制。 當(dāng)他們進(jìn)行完整的品牌定位時(shí)，為了提高他們 的整天效率和競(jìng)爭(zhēng)力，他們應(yīng)用操作上的改變來(lái)縮減他們的成本。吉摩爾和另外一些人發(fā)現(xiàn)小企業(yè)主要通過(guò)提供比競(jìng)爭(zhēng)對(duì)手更多的產(chǎn)品來(lái)增加品牌價(jià)值。例如產(chǎn)品，價(jià)格，廣告，促銷(xiāo)和渠道決策。 品牌戰(zhàn)略：跨國(guó)企業(yè)在實(shí)際操作中似乎總是遵循一個(gè)市場(chǎng)應(yīng)用多個(gè)品牌的的戰(zhàn)略。 也有人建議，中小型企業(yè)需要選擇一個(gè)或者兩個(gè)產(chǎn)品的特點(diǎn)來(lái)作為品牌的主要聯(lián)系。 然而有人建議，象征性的價(jià)值比功能上的價(jià)值更加難以分化出來(lái)。 品牌標(biāo)識(shí)：德 .徹納東尼建議有遠(yuǎn)見(jiàn)的管理者應(yīng)該從一開(kāi)始就制定出品牌建設(shè)的戰(zhàn)略。 消費(fèi)者對(duì)于品牌的個(gè)人感知是一個(gè)強(qiáng)大品牌最終的區(qū)別，通過(guò)對(duì)該品牌 的依戀產(chǎn)生特殊的品牌關(guān)系，品牌忠誠(chéng)度和謝消費(fèi)者積極的訂購(gòu)。然而，研究表明，目前中小企業(yè)還是沒(méi)有將重點(diǎn)放在品牌的建設(shè)上。畢業(yè)論文（設(shè)計(jì)） 外文翻譯 一、外文原文 原文 SME brand building and management: an exploratory study Brand management is an area where small and mediumsize enterprises (SME) studies have received little attention from researchers in spite of the fact that 95 to 99 percent of businesses are considered as SMEs world wide Although the literature on SMEs’ marketing is well developed , this work does not touch upon branding. Additionally, a large amount ofresearch has been carried out on branding in the context of the large firm only Owing to their resource limitations and the owner/manager’ s powerful influence on decision making, small firms’ behaviors follow different patterns than their larger counterparts when dealing with marketing , in the present global petitive environment, especially in regards to consumer goods marketing, brands provide a differentiating statement and a petitive advantage if used appropriately. It is through the development of a specific brand identity that a pany makes a brand unique and conveys its distinctiveness , leading to a positive brand image in consumers’ minds, and ultimately to high brand equity. It has, however, been demonstrated that SMEs have so far put little emphasis on branding. Manufacturing SMEs are also subjected to increased international petition and need to find opportunities in foreign markets. There is evidence that a larger number of small businesses are expanding into foreign markets soon after their inception and they are mimicking large organizations’ (LOs) strategies in various fields. Given the scant literature on SMEs’ brand equity management and the inherent properties of these firms, the research question for this paper is: RQ1. How do SMEs, which are characterized by limited resources and an owner/manager focused decisionmaking process, create their brand identity and manage their brand equity locally and internationally?To investigate the research question, a parative overview of the main concepts and practices in branding in LOs and SMEs are first presented. The methodology is then explained followed by an analysis of the interviews. The paper closes with a discussion about the implications of study findings for managers and researchers. A strong brand can lead to several marketing advantages and increase panies’ petitive strength. A strong brand generally refers to a brand having positive equity to the extent that consumers respond more favorably to marketing activities when the brand is identified, pared to when it is not. Consumers’ personal identification with a brand is the ultimate differential response to strong brands , leading to specific brand relationship through attitudinal attachment, loyalty, and consumers’ active engagement. This relationship is built through the meanings the brand projects, via favorable associations, to consumers who are open to
畢業(yè)設(shè)計(jì)相關(guān)推薦
鄂ICP備17016276號(hào)-1