外文翻譯---中小企業(yè)成功的品牌管理：一種新的理論和實(shí)踐的提示-其他專(zhuān)業(yè)(已改無(wú)錯(cuò)字)
2023-03-03 09:18:39 本頁(yè)面
【正文】 ies. These are also the same panies that have the results of such activities professionally analyzed. panies readily admitted that they would like their products to project an attractive, chic image. Whether the consumer sees them that way is another question. In addition, the panies would like their brand to be considered a likeable one. Finally, perceived quality plays a key role. Almost half the panies studied hope for such an association. This was also notable when the panies discussed ways of distinguishing their products from those of their petitors. The owners are proud of their products and make a point of letting that be known, but they would also like the consumer to recognize it. all is said and done, it would be difficult to distil, from this study, one mon denominator of the skills available within a pany that could be deemed necessary for the creation of increased brand awareness. The most monly proposed term was creativity. A wide range of other factors was mentioned, but only once. Conclusion The creation of high(er) brand awareness is not often a conscious goal when determining a pany’ s marketing budget. Only when questioned more closely is it clear that this is a target panies want to attain. But because, for SMEs, generating turnover is just as important a goal, in the short term a pany’ s attention is clearly directed towards sales, and to stimulating them as much as possible, simply in order to survive. Companies place, naturally, the brand name on as many surfaces as possible, for example, the packaging, the building facades and the pany stationery. But the logical next step of placing the brand name on the product itself does not always occur to them. It would appear that such a step is, even for the entrepreneur, less than selfevident. Within the broad range of munications media, it is striking that most emphasis is placed on television exposure: mercials and sponsorship of televised events. This calls for inventiveness and creativity, with which, for a relatively limited budget, it is possible to gain national recognition. Entrepreneurs are proud of their products. This reveals itself not just in their wish for the brand to be seen as a signifier of “quality” but also as possessing an “attractive, chic and distinguished design”. It is difficult to name one single success factor that a pany should possess if it wants to create a high(er) brand awareness. What is clear, however, is that creativity is a not unimportant factor. What emerges from the study is that such creativity must first and foremost e from the owner。 it should not be expected to emerge from within the pany. However, such an attitude has often been created by the entrepreneur him/herself. Source:Frank . brand management in SMEs: a new theory and practical hints,[J]. Unimeta Nederland UV,2021(4),p228233 譯文 ： 中小企業(yè)成功的品牌管理：一種新的理論和實(shí)踐的提示 摘要 目的 — 對(duì)中小企業(yè)品牌管理初始階段的研究。雖然目前出版的可以查閱的關(guān)于品牌管理的理論和案例都是以跨國(guó)公司為基礎(chǔ)的。這篇文章對(duì)這個(gè)課題進(jìn)行了探索性研究和分析，特別是針對(duì)中小型企業(yè)。通過(guò)設(shè)計(jì)、探索和研究來(lái)精確的掌握這個(gè)企業(yè)并對(duì)此提出了五個(gè)針對(duì)性的問(wèn)題，主要對(duì)中等規(guī)模的企業(yè)進(jìn)行了以深入采訪為基礎(chǔ)的定性研究。這次研究獲得了顯著的成果。 調(diào)查結(jié)果 — 這篇文章向讀者展示了品牌管理在中小企業(yè)中所扮演的角色和它對(duì)企業(yè)所形成的多方面影響。并且展示了一個(gè)新型的中小企業(yè) 品牌管理模型，突出了內(nèi)部角色在品牌管理中的作用，例如企業(yè)的各個(gè)組織。其中顯著的成果是發(fā)現(xiàn)了貫穿企業(yè)的品牌理念是一個(gè)重要的因素，企業(yè)品牌認(rèn)知的獲得初始于一個(gè)有活力的企業(yè)形象。它不需要花費(fèi)任何資本而影響企業(yè)的形象。 實(shí)際意義 — 這一變化時(shí)一個(gè)相對(duì)小的公司董事提出的，是放置在他們的日常思維定勢(shì)中的領(lǐng)先地位的品牌管理，實(shí)現(xiàn)品牌知名度開(kāi)始于企業(yè)內(nèi)部的定性管理，它是以對(duì)中小企業(yè)深入探訪研究為基礎(chǔ)的。創(chuàng)意 /價(jià)值 中小企業(yè)品牌管理的深入研究包含了各種新型理論的創(chuàng)造，這在歷史上是第一次的，提供了很多實(shí)際有用的建議。這些可以被讀 者在他自己的組織里所用到。 說(shuō)明 品牌管理是一個(gè)相對(duì)年輕的研究領(lǐng)域，在上個(gè)世紀(jì)的最后十年才表現(xiàn)出對(duì)它真正的興趣。很多重要的理論也是在這個(gè)時(shí)候形成的，最重要的文獻(xiàn)也在這個(gè)
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