外文翻譯----企業(yè)品牌戰(zhàn)略研究(存儲(chǔ)版)
【正文】 indness. Speaking from the macro social factors: social mechanisms need to be improved, policies and regulations support the need to further strengthen the country39。s former chief marketing 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, excellent brand can make your product stand out. Products physical properties, quantity, 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. Brand is the difference between the market enterprise important symbols is the benchmark for consumer spending to brand as the core has bee a corporate restructuring and reallocation of resources an important mechanism. Fourth, national enterprises in brand internationalization process of how to brand positioning Backed by science and technology, establish a quality first, winning by quality business philosophy, the brand39。 use the link strategy to redefine the brand image。s international petitiveness. Most Chinese enterprises in the growth stage now, brand strength is weak, it is undoubted fact, however, based on industry, market and enterprise resources, while avoiding disadvantages, choose the best brand strategy is a wise choice. Such as is now more prevalent and has a wellknown brand outside the pany39。 wellknown brand is equivalent to high price, to be unrealistically improve the product price. Some panies even go further in the brand Wrong Operation not hesitate to give up their own brand business, with foreign panies, brands, or to sell its own brand lowcost transfer, such as our present more than 20 million three capital enterprises, there 90% of the joint venture using the foreign brands。 smallscale production and management, brand development lack of overall planning。s brand, not being registered by trademark, is to be acquired, squeeze, even if the residue is hard going down really developed very limited. Here a typical 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 decline 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, China39。同時(shí)要加大品牌國際競(jìng)爭(zhēng)的戰(zhàn)略 研究和策劃，從企業(yè)的組織結(jié)構(gòu)、管理效率、營銷策略等方面，全方位提高品牌的國際競(jìng)爭(zhēng)力。一個(gè)成功品牌 形象的塑造絕不僅僅是品牌自身的事情，涉及到企業(yè)經(jīng)營管理的所有重大戰(zhàn)略決策，這些重大戰(zhàn)略決策都要自覺地圍繞品牌來進(jìn)行，來展開。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)所依仗的則是產(chǎn)品的內(nèi)在質(zhì)量。市場(chǎng)是瞬息萬變的，任何品牌都面臨著隨時(shí)被淘汰的危險(xiǎn)。我國建立市場(chǎng)體制也有好多年了，雖有了很大的改善但仍不夠健全，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。據(jù)了解，今年中國有 4000 人注冊(cè)參與 CES，包括廠商、媒體和觀眾，在展館中，有 327 家參展商。 日系企業(yè)在中國市場(chǎng)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) ”的背后吸取到了教訓(xùn)？ 二、我國企業(yè)實(shí)施品牌戰(zhàn)略的現(xiàn)狀分析 “曇花一現(xiàn)” 中外企業(yè)在中國市場(chǎng)上的品牌大戰(zhàn)，使剛剛成長(zhǎng)起來的民族品牌受到極大的沖擊。本文在分析我國企業(yè)營銷品牌戰(zhàn)略發(fā)展?fàn)顩r的基礎(chǔ)上，從品牌戰(zhàn)略的內(nèi)涵與其功能意義入手，探討了品牌戰(zhàn)略在企業(yè)營銷中的作用。 ，政府的扶持 自上世紀(jì) 80 年代改革開放以來，我國社會(huì)主義經(jīng)濟(jì)建設(shè)取得了令人矚目的成就。隨著對(duì)外開放的深入，國際上一些大公司紛紛擠入中國市場(chǎng)，一時(shí)間中國市場(chǎng)上充斥著 “索尼 ”、 “可口可樂 ”、 “飄柔 ”、 “奔馳 ”等種種國際名牌，這些名目眾多的洋名牌猛烈地撞擊著中國的民族品牌。品牌絕不可能在短期內(nèi)創(chuàng)出來，是一個(gè)長(zhǎng)期積累的過程。齊曼說， “品牌是惟一使公司產(chǎn)品和服務(wù)有別于競(jìng)爭(zhēng)對(duì)手標(biāo)志，是開辟市場(chǎng)最有效的武器，優(yōu)秀的品牌可以讓你的產(chǎn)品脫穎而出。 此外，企業(yè)還應(yīng)借鑒國外成功經(jīng)驗(yàn)，提 高自己的設(shè)計(jì)開發(fā)能力。企業(yè)應(yīng)以市場(chǎng)為向?qū)?，?科技為手段來適應(yīng)其的要求變化，如建立信息反饋系統(tǒng)，不斷搜集了解消費(fèi)者需求和偏好的變化，以及對(duì)品牌的意見，以便引導(dǎo)消費(fèi)，不斷開拓新產(chǎn)品，為消費(fèi)者提供個(gè)性化的服務(wù)，最大程度滿足消費(fèi)者，以使自己在競(jìng)爭(zhēng)中處于有利地位。總之選擇合適品牌戰(zhàn)略，重視品牌營銷創(chuàng)意和售后服務(wù)，以達(dá)到品牌轟動(dòng)效應(yīng)和強(qiáng)大沖擊力，才能使品牌永葆青春活力，立于世界品牌之林。 in the IT industry, Lenovo, Founder, Great Wall and the brand39。s industrial policy, exportoriented policies for different sectors play different role in the promotion and limitation, the financial environment for business investment capacity and market expansion ability and th
畢業(yè)設(shè)計(jì)相關(guān)推薦
鄂ICP備17016276號(hào)-1