【正文】 business model, emphasized that it is the skin care products in order to avoid the French cosmetics (perfume) of the siege. Fifth, the use of celebrities to brand as a guarantee and strengthen the brand publicity. Nike can refer to the United States pany employs Basketball star Michael Jordan wearing their movement in the European market and publicize the marketing mode. Sixth, the joint brand. Use two or more brands (such as Jianlibao and the Chinese women39。 highly sophisticated product development, cultivate brand. The strategy, brand strength to grow and expand market share, establish a brand image. Of course, a good brand is the market of consumers recognized the results, instead blowing of work, enhance brand petitiveness not only in the advertising business, is a firstclass, but also in the quality of products, technical performance, style shapes, and aftersales service, trademark design aspects are firstclass. Brand positioning, Training consumer brand preference and brand loyalty Brand image of the 畢 業(yè) 論 文 論 文 網(wǎng) industries or no value, such as the Pepsi is a kind of carbonated beverages, This brand extension of up to the food industry, and then extend out, and its value can not transfer. Brand is the petitiveness of the overall performance. Brand preference and brand loyalty is established brand to establish the premise that this is not an easy thing, It enterprises need a good market credibility and ethics as a guarantee, while maintaining the right of consumers AAU (consumer to the brand famous Awareness, Attitude attitude, the use of state Usage, the initials) tracking adjustment capability. Therefore, the establishment of customer information feedback system, continuing to collect changes in consumer preferences, customer brand. to provide consumers with personalized service, it bees a very necessary. Enterprise customers on the brand loyalty is a longterm cumulative result is not a short time. CocaCola brands establish a hundred years of history, the image of the Marlboro swept the globe for more than 40 years. Enterprises have benefited from the implementation of the longterm marketing strategy results. Consumer brands to the profound impression only after long line marketing activities, create a satisfactory and acceptable. Design brand follow the law, pay attention to bran Guangzhou Kit silver toothpaste plant to 2 million lowpriced brand will be transferred to the joint venture, etc. [4]. This is an outstanding example of the horrible consequences of today has bee increasingly apparent the loss of their own brand enterprises, products and intellectual property, petitiveness of the national industry, where does it go? 3. Brand Strategy Brand Strategy overall enterprise strategy is an important ponent part, and the implementation of brand strategy is the ability to enhance the petitiveness of its products in the inevitable choice. Adapt to the current market opening, Brand Strategy, Marketing is a work of the urgent tasks. establishing the correct brand awareness of petition and strive to improve the petitiveness of Bran With the opening up of international and the acceleration of the process, China has entered the era of brand petition, the creation of brand, brand publicity. brand protection, brand development, and follow the road of brand has formed a consensus. But brand growth is not a simple one riding off task, but a longterm project, need overall planning, the overall consideration. In connection with the reality of China39。 good brand is painting a satisfactory visual signs it。s brand awareness. In recent years, China39。 Abstract From the connotation of brand strategy with its functional significance, this paper discusses a brand marketing strategy in the role. In analyzing corporate brand marketing strategy development on the basis that a higher brand awareness, improve brand positioning, Building a good brand image, using a bination of petition means of Brand Marketing is the inevitable choice. Keywords : brand strategy。 用兩個(gè)或多個(gè)品牌 (如健力寶和中國(guó)女排 ) 有效地組成協(xié)作聯(lián)盟 ,提高自己品牌的社會(huì)接受力 ,效果比單獨(dú)走出去好得多。 如香水業(yè)近十年來一直深受法國(guó)各種品牌的影響 ,為了消除這種影響 ,有資本實(shí)力的公司或企業(yè)可對(duì)法國(guó)化妝品公司進(jìn)行收購(gòu)。通常 , 具有美感 , 文化內(nèi)涵豐富 , 簡(jiǎn)潔醒目 ,易于傳誦 , 構(gòu)思精巧 , 能超越時(shí)空 , 并朗朗上口的品牌最易為廣大消費(fèi)者所接受。品牌定位離不開具體行業(yè) , 否則毫無價(jià)值可言 , 如”百事可樂”是種碳酸飲料 , 這一品牌至多延伸到食品行業(yè) , 再往外延伸 , 其價(jià)值就無法轉(zhuǎn)移了。但品牌的成長(zhǎng)并不是一個(gè)簡(jiǎn)單的一踏而蹴的事情 ,而是一個(gè)長(zhǎng)期的系統(tǒng)工程 ,需要整體規(guī)劃 ,通盤考慮。最為嚴(yán)重的是 ,不少企業(yè)品牌老化嚴(yán)重 ,資產(chǎn)與內(nèi)在價(jià)值開始衰退甚至消失 , 如中國(guó)最早一批“十大馳名商標(biāo)” ——— 鳳凰、永久、霞飛等早已風(fēng)光不再。國(guó)內(nèi)企業(yè)卻還停留在品牌外在標(biāo)記形象上認(rèn)識(shí)品牌作用 ,將品牌僅僅看作是產(chǎn)品的附屬和象征而已 。最近幾年來 ,我國(guó)企業(yè)在培養(yǎng)品牌競(jìng)爭(zhēng)力方 面 ,投入了一定的人力 ,物力與財(cái)力關(guān)注 ,也取得了一定的驕人成績(jī) ,形成了一批如長(zhǎng)虹、海信、 TCL 、海爾、格蘭仕、聯(lián)想等頗有世界影響力的知名品牌。 第四，保證企業(yè)不斷壯大和持續(xù)發(fā)展 許多跨國(guó)公司認(rèn)為 ,成功品牌的價(jià)值不僅在于它們能夠保證將來的收入 ,增加顧客對(duì)公司產(chǎn)品的需求 ,更在于企業(yè)出現(xiàn)危機(jī)時(shí)能給他們予以支持 ,確保企業(yè)長(zhǎng)期發(fā)展。它凝結(jié)著企業(yè)的科學(xué)管理、市場(chǎng)信譽(yù)、追求完美的精神文化內(nèi)涵 , 決定和影響著產(chǎn)品市場(chǎng)結(jié)構(gòu)與服務(wù)定位。品牌營(yíng)銷戰(zhàn)略參考文獻(xiàn)和英文文獻(xiàn)翻譯 品牌營(yíng)銷戰(zhàn)略參考文獻(xiàn)和英文文獻(xiàn)翻譯 摘 要 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(yíng)銷中的作用。從品牌戰(zhàn)略的功能來看 , 一個(gè)品牌不僅僅是一個(gè)產(chǎn)品的標(biāo)志 , 更多的是產(chǎn)品的質(zhì)量、性能、滿足消費(fèi)者效用的可靠程度的綜合體現(xiàn)。 第三，實(shí)現(xiàn)規(guī)模經(jīng)濟(jì)效益 品牌成長(zhǎng)帶動(dòng)了企業(yè)產(chǎn)品價(jià)格上揚(yáng) ,需求增加 ,有利于企業(yè)擴(kuò)大再生產(chǎn) ,增加規(guī)模經(jīng)濟(jì)收益。 殘酷的市場(chǎng)競(jìng)爭(zhēng)事實(shí) ,教育了我國(guó)企業(yè)的商品經(jīng)營(yíng)者 ,也警醒了企業(yè)的品牌意識(shí)。國(guó)外企業(yè)早已轉(zhuǎn)向開發(fā)品牌內(nèi)在價(jià)值 ,強(qiáng)調(diào)品牌的產(chǎn)品擴(kuò)散效應(yīng)和產(chǎn)業(yè)組織聚合效應(yīng) ,以獲 取更高的溢價(jià)收益和穩(wěn)定收益。從另外一個(gè)層面講 ,也有的企業(yè)品牌設(shè)計(jì)個(gè)性不鮮明 ,科技、文化、藝術(shù)等含量不高 ,內(nèi)涵不豐富 ,缺乏強(qiáng)烈的吸引力。 樹立正確的品牌競(jìng)爭(zhēng)意識(shí) ,著力提高品牌競(jìng)爭(zhēng)能力 隨著對(duì)外開放和國(guó)際化進(jìn)程的加快 ,我國(guó)已經(jīng)進(jìn)入了品牌競(jìng)爭(zhēng)時(shí)代 ,創(chuàng)立品牌、宣傳品牌、保護(hù)品牌、發(fā)展品牌 ,走品牌之路已經(jīng)形成了共識(shí)。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 , 使之轉(zhuǎn)化為消費(fèi)沖動(dòng)