外文翻譯----企業(yè)品牌戰(zhàn)略研究-免費(fèi)閱讀
【正文】 s coproduction, reverse merger。 clean silver toothpaste factory in Guangzhou to 2 million yuan cheap to transfer to joint ventures and other brands, is one such outstanding example of the terrible consequences of today has bee increasingly apparent lost domestic enterprises 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 constantly 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. CocaCola39。 ability of weak exports and international operations, Brand awareness is not strong。s socialist economic construction has made remarkable achievements. From a planned economy to market economy era Chinese panies, brand management has grown out of nothing. Information, local governments at all levels of emphasis on brandname, organization promoting the efforts, policies and measures have greatly enhanced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other cities on the Chinese famous enterprises incentives to 100 million, on Dali an 3 million Yuan, on brandname panies have been cities for the 100,000 yuan reward ~ 202000 yuan. January 8th 2020 year to January11th, the 40th International Consumer Electronics Show (CES) in Las Vegas Veian hotel opening. National enterprises in the CES, we achieve superior results. It is understood that this year there are 4,000 people registered to participate in China CES, including manufacturers, media and spectators, in the exhibition hall, there are 327 exhibitors. Haier is the world39。我國(guó)企業(yè)目前大多處于成長(zhǎng)階段，品牌實(shí)力較弱，這是勿庸置疑的事實(shí)，然而根據(jù)行業(yè)、市場(chǎng)和企業(yè)資源狀況，趨利避害，選擇最佳的品牌策略，才是明智的選擇。 3．遵循品牌設(shè)計(jì) 規(guī)律 ，注重品牌形象，準(zhǔn)確品牌的市場(chǎng)定位，品牌表現(xiàn)和傳播的感性價(jià)值的突出 品牌形象競(jìng)爭(zhēng)并非全方位的競(jìng)爭(zhēng)，每一個(gè)品牌都有自己的市場(chǎng)定位。一個(gè)品牌成長(zhǎng)為名牌靠的是質(zhì)量，一個(gè)品牌在市場(chǎng)上倒牌也大多是因?yàn)橘|(zhì)量出了問(wèn)題。過(guò)于看重現(xiàn)有的成績(jī)，不重視創(chuàng)新，是導(dǎo)致很多名牌 “下馬 ”的重要原因。 (1)忽視品牌投資， 急功近利 經(jīng)濟(jì)全球化背景下，國(guó)際競(jìng)爭(zhēng)越來(lái)越表現(xiàn)為品牌的競(jìng)爭(zhēng)， 現(xiàn)代 跨國(guó)公司絕大多數(shù)都是世界知名品牌公司，尤其注重品牌戰(zhàn)略的運(yùn)用，通過(guò)品牌這種全方位的輸出形態(tài)，跨國(guó)公司逐步占領(lǐng)了國(guó)際市場(chǎng)，可以毫不夸張地說(shuō)，而今，品牌已是跨國(guó)公司實(shí)現(xiàn)全球戰(zhàn)略目標(biāo)的銳利武器，是實(shí)現(xiàn)資本擴(kuò)張的重要手段。海爾被全球最權(quán)威的消費(fèi)電子行業(yè)媒體《 TWICE》評(píng)選為中國(guó)消 費(fèi)電子第一品牌。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，即使殘留下來(lái)的也是慘淡經(jīng)營(yíng)，真正發(fā)展起來(lái)的極為有限。 1 企業(yè)品牌戰(zhàn)略問(wèn)題研究 原文來(lái)源 ： Kapferer, J. H Strategic Brand Management[J]. Kogan Page， London. 譯為正文： 在經(jīng)濟(jì)全球化的今天，如何適應(yīng)國(guó)際化潮流，建立強(qiáng)勢(shì)品牌，提高競(jìng)爭(zhēng)能力，已經(jīng)成為國(guó)內(nèi)企業(yè)面臨的迫切問(wèn)題。這里典型的案例，上世紀(jì) 80 年代至 90年代初期，曾在空調(diào)界創(chuàng)下奇跡的華寶空調(diào)，在 1998 年被科龍收購(gòu)，其后的品牌形象就一再下滑。 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)。 冰凍三尺，非一日之寒?？煽诳蓸?lè)公司前任首席營(yíng)銷官塞爾 所以，可以說(shuō)，質(zhì)量是品牌生命之所系。定位的基本方法不是去創(chuàng)作某種新奇的或與眾不同的事項(xiàng)，而是去操縱已經(jīng)存在于心的東西，即將顧客心目中潛在的購(gòu)買欲望挖掘出來(lái)，使之轉(zhuǎn)化為消費(fèi)沖動(dòng)。比如現(xiàn)在比較通行的與具有知名品牌的境外公司合作生產(chǎn)，借殼上市；使用掛鉤策略，重新界定品牌形象；用兩個(gè)或多個(gè)品牌有效地組成協(xié)作聯(lián)盟，提高自己品牌的社會(huì)接受力等。s most authoritative consumer electronics industry media TWICE named for the Chinese consumer electronics brand. 3. The 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 brands. With 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 international brands, many of these names foreign brands violently hitting the national brand in China. Although 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 disadvantage。 brand positioning is not clear, there is a large range of factors such as bl
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