外文翻譯--中小企業(yè)品牌建設(shè)和管理：探測(cè)研究-wenkub.com
2025-05-07 08:10 本頁面
【正文】 這篇文章同樣對(duì)中小企業(yè)和大型企業(yè)的品牌管理進(jìn)行了比較和對(duì)比。而化妝品行業(yè)則沒有網(wǎng)站的支持，原因是產(chǎn)品變化的高速發(fā)展和銷售渠道的產(chǎn)品數(shù)量可能使制造化妝品的資源緊缺。這個(gè)策略的附加值是使生產(chǎn)的產(chǎn)品更快更有彈性當(dāng)他們需要的時(shí)候。因?yàn)樗麄兌ㄎ辉谥卸耸袌?chǎng)，打折并不是他們市場(chǎng)策略的一部分，這個(gè)策略大多數(shù)是適應(yīng)于中小企業(yè)的。出去這些需要以外，更多的基本需求目標(biāo)都是為企業(yè)建立市場(chǎng)。 產(chǎn)品創(chuàng)新：在樣板企業(yè)里面，很多附加值比如根本的創(chuàng)新是基于產(chǎn)品本身來增加整體提供的價(jià)值。 在一些關(guān)于中小企業(yè)品牌管理的文件中，產(chǎn)品是一個(gè)品牌的完整部分。有效的交流是提 升品牌意識(shí)和建立積極品牌形象的一個(gè)很好的方式，這樣會(huì)幫助品牌形象的形成，構(gòu)成形成品牌價(jià)值的不同回應(yīng)。 在他們的國(guó)際化進(jìn)程中，大企業(yè)可以使用很多戰(zhàn)略：培養(yǎng)建立當(dāng)?shù)仄放?，運(yùn)用國(guó)際概念來適應(yīng)當(dāng)?shù)仄放疲瑒?chuàng)造新的品牌，購(gòu)買當(dāng)?shù)仄放坪蛧?guó)際化路線或者進(jìn)行品牌延伸。柏森和其他人補(bǔ)充道“可以測(cè)量過去活動(dòng)的效績(jī)”是中小企業(yè)和大型企業(yè)在品牌管理上的區(qū)別因素。因此，在中小型企業(yè)里，這種聯(lián)系不同于大型企業(yè)里去搜尋填補(bǔ)潛在的顧客需求，而是更傾向于企業(yè)家本身。因此在他們所設(shè)計(jì)的品牌個(gè)性和由此所喚起的品牌聯(lián)系必須保持高度的一致性。在這個(gè)意義上，這些聯(lián)系是可以被品牌所衡量的。創(chuàng)造品牌價(jià)值的第一步是提升品牌標(biāo)識(shí)，通過一個(gè)企業(yè)渴望創(chuàng)造和維持的獨(dú)立的團(tuán)體。 中小企業(yè)的企業(yè)家是對(duì)品牌建設(shè)和品牌標(biāo)識(shí)有遠(yuǎn)見的人。最近的實(shí)驗(yàn)研究和學(xué)術(shù)文章嘗試著去鑒定中小企業(yè)在進(jìn)行品牌管理和品牌建設(shè)中的影響因素。不同的品牌觀念會(huì)影響消費(fèi)者對(duì)于市場(chǎng)的反應(yīng)。 一個(gè)強(qiáng)大的品牌可以帶來很多市場(chǎng)競(jìng)爭(zhēng)優(yōu)勢(shì)和提升企業(yè)的行業(yè)競(jìng)爭(zhēng)力。證據(jù)表明大量的中小企業(yè)在產(chǎn)品被接受和在不同領(lǐng)域模仿其他大企業(yè)后，就急于將自己的產(chǎn)品投放到國(guó)際市場(chǎng)。此外，在目前全球競(jìng)爭(zhēng)的大環(huán)境下，特別是在消費(fèi)者商品市場(chǎng)，如果運(yùn)用得當(dāng)，品牌 能夠帶來不同的體驗(yàn)和競(jìng)爭(zhēng)優(yōu)勢(shì)。 Keller, 1993。 Madhavaram et al., 2020). LOs show increasing interest in standardized branding leading to a standardization of marketing programs (Yip, 1997). They seem to pete more on brands than on products. Positioning is, therefore, a key element and relies heavily on selected munication strategies, which mainly differentiates LOs and SMEs in their marketing mix management. For LOs, integrated marketing munication is considered a critical ponent of the brand equity strategy. Effective munications are a good means to develop brand awareness and a positive brand image that will contribute to brand knowledge formation, and lead to the differentiated responses that constitute brand to Keller (1993), munications can lead to strong brand equity only if the brand identities are well integrated into the firm’ s overall marketing programs, such as product, price, advertizing, promotion and distribution decisions. Firms with a brand identityoriented culture will be better at integrating their marketing munications. In the few papers studying brand management in SMEs, the product was an integral part of the brand. Wong and Merrilees talked about brand “ distinctiveness” and posited that this can be achieved through the development of “ distinctive products/services or any other marketing activities (such as distribution)” . Born global SMEs generally lack the resources for intensive marketing and brand building and differentiate themselves through product innovation. Other marketing aspects are creative marketing programs to support both brand awareness and brand image: “ Added value can be achieved through one or a number of activities, including product, packaging, delivery/distribution, sales, advertizing and customer service” Product innovation. In the sampled firms, several incremental as well as more radical innovations were based on the product itself to add value to the total offering. Laboratoires Asepta Monaco, for instance, added credibility to the brand and convenience to customers by focusing on particular foot problems (sore feet, dry feet,etc.) and offering both a wide and deep line of products to cure each condition. This supports Gilmore et al.’ s (1999) findings that demonstrate that small firms add value by offering a wider range of products than their product innovations are dictated by market trends as in the design and fashion industries where panies have to launch one or two new collections a from these requiremen
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