外文翻譯---企業(yè)品牌戰(zhàn)略研究-免費閱讀
【正文】 scale enterprise product once formed,wellknown brands on the naturally established。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,organization promoting the efforts,policies measures have greatly ehangced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other cities on the Chinese famous erterprises incentives to 100 million,on Dali an 3 million Yuan ,on brandname panies have been cities for the 100000yuan reward202000yuan. Japanese 8th 2020 year to Japanese 11th,the 40th International Consumer Electronics Show(CES) in Las Vegas Ventian hotel enterprises in the CES,we achieve superior results. It is understood that this year there are 4000 people registered to participate in China CES,including manufacturers,media and spectators,in the exhibition hall,there are 327 is the world’s most authoritative consumer electronics industry media “ TWICE” named for the Chinese consumer electronics brand. status of foreign brands in most sectors is still difficult to shake However,we should also see the face of numerous products on the market,allows consumers blurted out genuinely few domestic the opening up further,to a number of big panies have to squeeze into the Chinese market,Chinese market,a time filled with“ sony”,“ CocaCola”，“ rejoice”，“ Benz” and various other internantional brands,many of these names foreign brands violently hitting the national brand in the appliance industry ,led by haier brand,“ Konka”，“ Changhong”，“ TCL”and other domestic brands have developed well,but with the “Sony”,“ Panasonic”“ Samsung” and other brands,they are still there petitive disadvangtage。在世界個性化趨勢的變化中，顧客的價值體驗和差異化價值實現(xiàn)已經(jīng)直接決定了產(chǎn)品的最終銷售，個性化服務不可或 ，提高品牌認知度，將品牌戰(zhàn)略有機地融合于企業(yè)整體戰(zhàn)略，并促進整體戰(zhàn)略的發(fā)展。品牌是市場中企業(yè)相互區(qū)別的重要標志，是消費者進行消費的風向標，以品牌為核心已成為企業(yè)重組和資源重新配置的重要機制。知名品牌等同于高價，必須不切實際地提高產(chǎn)品價格等。 冰凍三尺，非一日之寒。 我國企業(yè)實施品牌建設(shè)存在的問題 從微觀企業(yè)自身因素角度：存在技術(shù)開發(fā)能力不足，品牌競爭能力不強 。據(jù)了解，今年中國有 4000人注冊參與 CES，包括廠商、媒體和觀眾，在展館中，有 327家參展商。三是未能把握住產(chǎn)業(yè)轉(zhuǎn)型最佳時機，是日系家電企業(yè)失去市場主導地位的重要原因。 外文 譯文 二： 企業(yè)品牌戰(zhàn)略研究 Kapferer, Strategic Brand Mnanagement [J]. Kogan Page,London [J]. Marketing Science,2020(2):5261. 在經(jīng)濟全球化的今天，如何適應國際化潮流，建立強勢品牌，提高競爭能力，已經(jīng)成為國內(nèi)企業(yè)面臨的迫切問題。 日系企業(yè)在中國市場上走到邊緣是否引起我們民族企業(yè)的深思？欲走國際化路線的企業(yè)又是否從“日系企業(yè)”的背后吸取教訓？ 二、 我國企業(yè)實施品牌戰(zhàn)略的現(xiàn)狀分析處 眾多昔日名牌“曇花一現(xiàn)” 中外企業(yè)在市場上的品牌大戰(zhàn)，使剛剛成長起來的民族品牌受到極大的沖擊。海爾被全球最權(quán)威的消
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