外文文獻(xiàn)翻譯---企業(yè)品牌戰(zhàn)略研究-其他專業(yè)-資料下載頁(yè)
【導(dǎo)讀】成為國(guó)內(nèi)企業(yè)面臨的迫切問題。本文在分析我國(guó)企業(yè)營(yíng)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(yíng)銷中的作用。綜合運(yùn)用多種競(jìng)爭(zhēng)手段提高品意，搞好品牌定位，塑造良好品牌形象。乎全部退出中國(guó)2G手機(jī)市場(chǎng)的爭(zhēng)奪。是，日系企業(yè)在中國(guó)的繁榮已經(jīng)漸行漸遠(yuǎn)。預(yù)測(cè)推出迎合消費(fèi)需求的產(chǎn)品，一直處于跟風(fēng)的被動(dòng)局面，無(wú)法滿足中國(guó)市場(chǎng)的需要;三是未能把握住產(chǎn)業(yè)轉(zhuǎn)型最佳時(shí)機(jī)，是日系家電企業(yè)失去市場(chǎng)主導(dǎo)地位的重要原因。中外企業(yè)在市場(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。劃經(jīng)濟(jì)時(shí)代走向市場(chǎng)經(jīng)濟(jì)時(shí)代的中國(guó)企業(yè)，品牌經(jīng)營(yíng)無(wú)從無(wú)到有。為300萬(wàn)元，對(duì)獲省市名牌的企業(yè)獎(jiǎng)勵(lì)為10萬(wàn)元~20萬(wàn)元。據(jù)了解，今年中國(guó)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。目眾多的洋品牌猛烈地撞擊著中國(guó)的民族品牌。目前，中國(guó)品牌走向國(guó)際市場(chǎng)有著巨大的機(jī)遇和空間，品牌的國(guó)際化已紗可避免，
【正文】 anies,brands,or to sell its own brand lowcost transfer,such as our persent more than 20 million“three capital”enterprises,there 90% of the joint venture using the foreign brands。clean silver toothpaste fctory in Ghuangzhou to 2 million yuan cheap to transfer to joint ventures and other brands,is one such outstanding erample of the terrible consequences of today has bee increasingly apparentlost 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”shouldbe “status quo” Brand is the concentrated expression of the core market is constrantly 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 ’s former chiefmarketing 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 make your product stand out.” Products physical properties, quantitiy, price, quality,service is very easy to imitate petitors, Er brands, along with the product itself,also includes an attatched product to cultural background, emotional, consumer cognition invisible things,so that enterprises Yong Yuan Li in the petition awareness deciding the fate of the brand has a direct impact on consumer is the difference deciding the fateof the brand has a direct impact on consumer is the difference between the market enterprise important symbols is the benchmark for consumer spending to brand as the core has bee a cor porate restructuring and reallocation of resources an important mechanism. In addition,enterprises should learn from successful exiperiences abroad to enhance their design and development should dare to challenge the new technolo gy revolution to create their own brand, and increase market petitiveness。 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 anically 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 consciously carried out around to expand.
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