外文翻譯---企業(yè)品牌戰(zhàn)略研究(完整版)
【正文】 full range of output through the form of multinational corporations gradually occupationo f the internantional market. it is no exaggeration to say that now,the brand has achieved global strategic objectives of transnational corporations sharp weapon,is an important means to achieve capital expansion. Rome was not built in a day cold .Brand never be in the short term invented to be a long process of accumulation. Many enterprises do not clearly recognize this point,attempt to create a brand in a short time,but ignored the longterm planning and strategy. (2)Brand strategy is a systematic The implementation of brand strategy is a systematic,enterprise strategy and the overall development of an important ponent of petitive implementation of brand strategy is to rely on their overall quality and overall image enhancement,the need for scientific management idea and superb operational skills,but quit a few brand planner in this regard was particularly poor performance and immediate impact brand development ,practical work in the emergence of many such errors:If that job is to create a brand to take a good brand is drawing a satisfactory visual signs only。2 is weak in marketing ,product planning capacity is not strong ,it is difficult to judge according to their marker lacunch to meet consumer demand and forecast products, follow the trend has been in a passive situation, can not satisfy market demand。 此外，企業(yè)還應(yīng)借鑒國外成功經(jīng)驗，提高自己的設(shè)計開發(fā)能?！碑a(chǎn)品的物理屬性、數(shù)量、價格、質(zhì)量、服務(wù)等很容易被競爭對手模仿，而品牌除 了產(chǎn)品本身，還包含了附加在產(chǎn)品上的文化、背景、情感、消費者認識等無形的東西，使企業(yè)永遠立于市場競爭的不敗之地。廣告是培育知名品牌的唯一手段，除了在媒體上大肆做廣告外，其他別無關(guān)注 。我國建立市場體制也有好多年了，雖有了很魘改善但仍不夠健全，有些方面還未真正適應(yīng)市場經(jīng)濟的要求，消費者的心理還未完全成熟。在日用消費品市場，“寶潔”、“利華”、“漢高”等國際公司已形成三 足鼎立之勢。 2020年 1月 8日至 1月 11日，第 40屆國際消費電子展（ CES）在美國杜斯維加斯的威尼斯酒店開幕。 對于日系手機敗退，乃至日系家電走到中國市場的低谷，主要原因有以下幾點：一是企業(yè)制度呆板，決策困難，反應(yīng)速度慢，與另市場現(xiàn)實格格不入，難以適應(yīng)快速變化的中國市場 。企業(yè)需要綜合運用多種競爭手段提高品意，搞好品牌定位，塑 造良好品牌形象。這里典型的案例，上世紀 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，其后的品牌形象就一再下滑。隨著對外開放的深入，國際上一些大公司紛紛擠入中國市場，一時間中國市場上充斥著“索尼”、“可口可樂”、“飄柔”、“奔馳”等種種國際名牌，這些名目眾多的洋品牌猛烈地撞擊著中國的民族品牌。出口和國際經(jīng)營能力偏弱，品牌意識不強 。 品牌戰(zhàn)略一項系統(tǒng)工程 品牌戰(zhàn)略的實施是一項系統(tǒng)工程，是企業(yè)整體發(fā)展戰(zhàn)略與競爭戰(zhàn)略的重要組成部分。市場是瞬息萬變的，任何品牌都面臨著隨時被淘汰的危險。產(chǎn)品的競爭力表現(xiàn)為品牌的競爭，而品牌競爭所依仗的則是產(chǎn)品的內(nèi)在 質(zhì)量。實施品牌戰(zhàn)略布施一項孤立的工作，而是與企業(yè)整體發(fā)展戰(zhàn)略息息相關(guān)的。brand personality,lack of innovation and development capacity。We must work hard in the value of differentiation has been directly determined to achieve the final product sales,personal services are indispensable! strengthen marketing,improve brand awareness,brand strategy will be organically integrated in their overall strategy to promote the overall development strategy. The implementation of brand marketing is an important part of the choosing the right marketing approach can be effectively used to brand a household name brand,expand market strategy is not an isolate task,but the overall development strategy and business are closely successful brand names more than just a brand its own thing,related to business management of all major strategic decision,these major strategic decision,these major strategic decisions were consciousl
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