企业品牌战略研究外文翻译

Brand Strategy Research

Kapferer.J.H Strategic Brand Management [J].Kogan Page,London [J].Marketing

Science,2010(2):52-61.

Economic globalization,how to adapt to international trends, establish, a strong brand and enhance our competitiveness, have become pressing issues facing enterprises. Based on the analysis of the development of corporate marketing brand strategy in enterprise marketing role.Enterise needs to sue a variety of means of competition to increase brand awarenss, improve brand positioning, an create a good brand image.

First, Japanese brands across the board defeat.

November 22,2006 morning, NEC announces that it would withdraw from 2G and 2.5mobile phone market, with 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 upthe Chinese household appliance market，today any different from ten years ago，I think the biggest difference is that Japanese companies in China, Japanese home appliance market downturn, the following main reasons: First, rigid enterpris system, decision-marketing difficult, the reaction was slow, incompatible with the reality of the Chinese market; Second is weak in marketing, product planning capacity is not strong, it is difficult to judge according to their market lacunch to meet consumer demand; Third, failure to grasp the industry best time to transition is the Japanse home appliance companies lose an important reason for market dominance.

Japanese companies come to the edge in the Chinese market is causing companies think deeply about our nation? To make the international route and whether the enterprise of “Japanese Company” to the lessons learned behind?Second, the brand strategy implementation in China the Current Situation Many old famous “flash in the pen”.

Chinese and foreign enterprises in the market the brand war, just grow up to be a great impact on national brands.The last century,a little-know 80’s brand,not being registered by trademark,is to be acquired,squeeze,even if theresidue is hard going down really developed very limited.Here atypical case,the last century 80s to early 90s,he worked in air conditioning sector hit wonders of the Warburg in 1998,was acquired Kelon,the subsequent deline in brand image is repeated.

Brand strategy has been an increasing emphasis on domestic enterprises caused the government to support.

Since the 80s of last century reform and ope ning up,China’s socialist econonomic construction has made remarkable achievements.From a planned economy tomarket economy era Chiness companies,brand management has grown out of nothing.

Information,local governments at all levels of emphasis on brand-name,organization promoting the effort,policies measures have greatly ehangced Qinghai,Shenzhen,Wuhan,Ningbo,Shenyang and other cities on Chinese famous erterprises incentives to 100 millon,on Dali an 3 million Yuan,on brand-name companies have been cities for the 100000yuan reward-200000yuan.

Japanese 8th2009 year to Japanese 11th,the 40th International Cousumer Electronics Show(CES) in Las Vegas Ventian hotel opening.National enterprises in the CES,we achieve superior results.

It is understood that this year there are 4000 people registered to participate in China CES, including manufacturers,media and spectators,in the exhibition hall,there are 327 exhibitors.Haier is the world’s most authoritative consumer electronics brand.

3.The status of foreign brands in most sectors is still difficult to shake

However,we should also see the face of numerous products on the market,allows consumers blueted out genuinely few domestic brands. With the opening up further,to a number of big companies have to squeeze into the Chinese market, Chinese market,a time filled with “sony”, “Coca-Cola”, “rejoice”, “Benz”and various other internantional brands,many of these names foreign brands violently hitting the national brand in China.Although the appliance industry,ed by haire brand, “Konka”, “Changhong”, “TCL”and other dometic brands have developed well,but with the “Sony”, “Panasonic” ,“Samsung”and other brands,they are still there competitive disadvangtage;in the IT industry, “Lenovo”, “Founder”, “GreatWall”and other co untries compared to,brand awareness is still insurfficient;in Consumer Goods market, “P&G”, “Oliver”, “Henkel”,and other international companies have formed the three pillars.

Third, the brand strategy implementation in China Problems and Errors.

Currently, Chinese brands have a huge international market opportunity and space for international brands has been inevitable, but there are also brand building is not unsatisfactory.

Our Enterprise Brand Building Problems:

Fators from the point of micro-enterprises themselves: there is a lace of technology development capacity;small-scale production and manahement,brand development lack of overall planning;ability of weak erports and international operations,Brand awareness is not strong;brabd 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, policy, exort-oriented policies for