【正文】 brand positioning is not clear, there is a large range of factors such as blindness. Speaking from the macro social factors: social mechanisms need to be improved, policies and regulations support the need to further strengthen the country’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 the important influence. The establishment of market system in China has for many years, despite a significant improvement but still not perfect, there still has not really adapt to the market economy, consumer psychology has not yet fully mature.The current situation of global economic integration, the error of the brand strategy implementation(1) Ignore the brand investment, profitorientedBackground of economic globalization, international petition is increasingly reflected in the brand’s petition, the overwhelming majority of the modern world famous multinational panies with particular emphasis on the use of brand strategy, brand such a full range of output through the form of multinational corporations gradually occupation of the international market, it is no exaggeration to say that now, the brand has ach。 smallscale production and management, brand development lack of overall planning。G”, “Oliver” , “Henkel” , and other international panies have formed the three pillars.Third, the brand strategy implementation in China Problems and Errors.Currently, Chinese brands have a huge international marker opportunity and space for international brands has been inevitable, but there are also brand building is not unsatisfactory.Our Enterprise Brand Building Problems:Factors from the point of microenterprises themselves: there is a lace of technology development, brand petitiveness is not strong。 in the IT industry, “Lenovo” , “Founder” , “Great Wall” and the brand’s petitiveness has improved significantly, but with Europe and the United States, Japan and other countries pared to, brand awareness is still insufficient。 Third, failure to grasp the industry best time to transition is the Japanese home appliance panies lose an important reason for market dominance .Japanese panies e to the edge in the Chinese market is causing panies to think deeply about our nation? To take the international route and whether the enterprise of “Japanese Company” to the lessons learned behind?Second, the brand strategy implementation in China the Current SituationMany old famous “flash in the pan”Chinese and foreign enterprises in the Chinese market the brand war。在此向所有幫助我的老師和同學致以真摯的感謝和祝愿！Brand internationalization Strategy ResearchEconomic globalization, how to adapt to international trends, establish a strong brand and enhance our petitiveness, have bee pressing issues facing enterprises. Based on the analysis of the development of corporate marketing brand strategy, based on the content of brand strategy and its functional significance, to discuss the brand strategy in enterprise marketing role. Enterprise needs to use a variety of means of petition to increase brand awareness, improve brand positioning, an create a good brand image.First, Japanese brands across the board defeat.November 22, 2006 morning, NEC announced that it would withdraw from 2G and mobile phone market, which means that, following Sharp, Panasonic, Toshiba, Mitsubishi, Sanyo, a Japanese mobile phone manufacturers later withdraw from the Chinese market, Japanese mobile phone has almost all except Kyocera 2G mobile phone market in China out of contention.If we sum up the Chinese household appliance market, today any different from ten years ago, I think the biggest difference is that Japanese panies in China, Japanese home appliance market downturn, the following main reasons: First, rigid enterprise system, decisionmaking difficult, the reaction was slow, inpatible with the reality of the Chinese market, it is difficult to adapt to the rapidly changing Chinese market。為此，在論文定稿之際，特別向他表示我最深切的敬意。這次論文的完成離不開楊利軍老師的悉心指導和同學們的熱心幫助，在此，我要特別感謝我的導師楊利軍老師，在他一次次的指導幫助下才有了本文的形成。但并不是所有企業(yè)都具有國際化的能力, 每個企業(yè)必須在客觀把握本身生產(chǎn)能力和經(jīng)營管理水平, 以及生產(chǎn)資料供應能力和科研開發(fā)能力的的基礎上, 具體選擇擴大市場的方式。聯(lián)想的國際化戰(zhàn)略是出于要形成其更加龐大的市場能力的考慮, 而不是體現(xiàn)在為了提高或獲得中國企業(yè)所缺乏的技術和產(chǎn)品上。(3)立足企業(yè)能力的原則。戰(zhàn)略突破對中國的一些在中國市場上已經(jīng)有很好優(yōu)勢的企業(yè)來說，目前已經(jīng)到了需要做戰(zhàn)略突破的時候了。戰(zhàn)略突破就是企業(yè)發(fā)展到一定的階段，選擇一個正確的轉型道路。聯(lián)想公司沒有在占據(jù)中國第一位置的第一年就選擇執(zhí)行國際化戰(zhàn)略就是因為它想牢牢的抓住中國市場，為它以后的發(fā)展打下堅實的基礎。此時的聯(lián)想進可攻、退可收，如果聯(lián)想公司的國際化戰(zhàn)略效果不好，聯(lián)想公司可以選擇暫時固守中國本土市場而不至于一敗涂地。(1)立足中國市場原則。它國際化經(jīng)營的成功實踐，為我國其他IT企業(yè)國際化經(jīng)營的樹立了信心，提供良好學習的榜樣。聯(lián)想公司進行政府公關的重點是把高層的政策性、思想性的支持落實到具體的工作中去，也就是說政府公關工作需要向下延伸。(2)激發(fā)銷售人員熱情面向零散客戶的直接銷售人員進入公司時間不一樣，各自工作態(tài)度不同，而聯(lián)想公司又無法對這些人員進行直接的管理和安排，因此要設定可以控制的制度來培養(yǎng)銷售人員的工作熱情。尤其重要的是，聯(lián)想公司可以充分借助重大國際化活動大力進行品牌形象的宣傳，比如與奧運相結合的品牌宣傳便非常有利于樹立聯(lián)想公司國際化品牌的形象。在具體的渠道控制策略中要體現(xiàn)長、短期策略和方法的結合。需要注意的是，為保持聯(lián)想兩個品牌的形象和定位不發(fā)生混淆，各品牌產(chǎn)品應該建立獨立的專賣店，不能混合在一個店內銷售。(2)消費機的渠道建設轉移面向中低端的大眾市場，渠道的建立要考慮用戶采購的便利性，應加快擴展。一方面因為大客戶通常對產(chǎn)品和服務會有特定的要求，采購顯得更理智，供應商需要非常清晰地把產(chǎn)品每個細節(jié)介紹給客戶，并且要貼得更近，讓客戶深入了解供應商，了解產(chǎn)品。考核零售商的經(jīng)濟背景、零售店址、銷售人員培訓，建立獎懲制度，規(guī)定每款機器的售價區(qū)間。針對不同顧客的需求，采取不同的定價。(1)高端商務機定價根據(jù)前面提到聯(lián)想集團在高端商務市場的戰(zhàn)略目標，聯(lián)想公司對覆蓋這部分市場產(chǎn)品的定性以盈利和樹立品牌形象為主，應該專門開發(fā)一個系列以時尚創(chuàng)新的設計和前沿的技術應用來樹立出鮮明的特色和競爭優(yōu)勢，而ThinkPad品牌本身就具有極高的品牌吸引力，獨具競爭優(yōu)勢，因此覆蓋高端市場的聯(lián)想公司筆記本產(chǎn)品應該通過制定高價來獲取充足的利潤，以補充對產(chǎn)品研發(fā)的費用投入，并進一步樹立行業(yè)頂尖品牌的形象。不至于各產(chǎn)品線相互覆蓋重疊，模糊不清。貼近顧客需求，進一步完善服務政策和工作流程，加強快速響應機制及靈活應對投訴處理的機制，針對大型商業(yè)用戶設立專門的客戶服務部門，為客戶提供專屬服務。進一步改善并加強與上游廠商的戰(zhàn)略合作，以提升對核心技術元件的掌握能力以及對新技術應用發(fā)展的判斷力，從而提高產(chǎn)品的設計能力。(1)以創(chuàng)新為本改進筆記本產(chǎn)品設計和質量通過對研發(fā)的高投入以保持持續(xù)創(chuàng)新的能力，快速推進研發(fā)平臺的共享和融合。這兩次公關危機給聯(lián)想造成了巨大的負面影響，急需通過新的正面的公關宣傳消除消費者心中的負面感情。然后聯(lián)想的天逸系列筆記本配置列表中列出采用G86芯卡，卻遲遲沒有明確宣布。使得消費者憤怒的表示聯(lián)想為什么標榜自己是愛國企業(yè)，卻對自己的國美抽取如此多的利潤。而在國外對應機型價格分別為17000元和21000元。嚴重影響了消費者對聯(lián)想的支持態(tài)度。(3)公關危機負面影響大聯(lián)想公司在公關宣傳上投入力度不小，在戰(zhàn)略上一直很注重自身品牌的公共關系。同時銷售經(jīng)理和終端銷售人員出現(xiàn)脫節(jié)，制定的策略傳達不到銷售人員。進公司不足半年的員工，進公司半年以上的老員工，以及銷售經(jīng)理等管理層銷售人員。如何使廣告投入得到升職的回報，需要制定一個長期的持續(xù)廣告投資方案。比如08年奧運，聯(lián)想廣告投入巨大，但是效果沒有達到預期目標，而且受金融危機的影響，整個2008 年， 億美元，是其10年來首次全年虧損。8000萬美元的奧運TOP贊助商，每年2000萬美元的網(wǎng)絡廣告費用，3000萬美元2007到2009年贊助F1威廉姆斯車隊，4000萬美元贊助NBA賽事，以及成為2010上海世博會贊助商所投入的重金。因此，聯(lián)想公司需要著