英文文獻(xiàn)及翻譯 企業(yè)品牌戰(zhàn)略研究

1、企業(yè)品牌戰(zhàn)略問題研究原文來(lái)源：kapferer, j. h strategic brand managementj. kogan page，london. 譯為正文：在經(jīng)濟(jì)全球化的今天，如何適應(yīng)國(guó)際化潮流，建立強(qiáng)勢(shì)品牌，提高競(jìng)爭(zhēng)能力，已經(jīng)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。企業(yè)需要綜合運(yùn)用多種競(jìng)爭(zhēng)手段提高品牌意識(shí)，搞好品牌定位，塑造良好品牌形象。一、日系品牌全線潰敗2006年11月22日上午，nec宣布將退出2g及2.5g手機(jī)市場(chǎng)，這意味著繼夏普、松下、東芝、三菱、三洋之后又一家日本手機(jī)

2、廠商退出中國(guó)市場(chǎng)，日系手機(jī)除京瓷外幾乎全部退出中國(guó)2g手機(jī)市場(chǎng)的爭(zhēng)奪。如果我們總結(jié)今天的中國(guó)家電市場(chǎng)與十年前有什么不同的話，我想，最大的不同就是，日系企業(yè)在中國(guó)的繁華已經(jīng)漸行漸遠(yuǎn)。對(duì)于日系手機(jī)敗退，乃至日系家電走到中國(guó)市場(chǎng)的低谷，主要原因有以下幾點(diǎn)：一是企業(yè)制度呆板，決策困難，反應(yīng)速度慢，與中國(guó)市場(chǎng)現(xiàn)實(shí)格格不入，難以適應(yīng)快速變化的中國(guó)市場(chǎng)；二是市場(chǎng)營(yíng)銷能力弱，產(chǎn)品規(guī)劃能力不強(qiáng)，很難根據(jù)自己對(duì)市場(chǎng)的判斷與預(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)的需求；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。日系企業(yè)在中國(guó)市場(chǎng)上走到邊緣是否引起我們民族

3、企業(yè)的深思？欲走國(guó)際化路線的企業(yè)又是否從“日系企業(yè)”的背后吸取到了教訓(xùn)？二、我國(guó)企業(yè)實(shí)施品牌戰(zhàn)略的現(xiàn)狀分析1.眾多昔日名牌“曇花一現(xiàn)”中外企業(yè)在中國(guó)市場(chǎng)上的品牌大戰(zhàn)，使剛剛成長(zhǎng)起來(lái)的民族品牌受到極大的沖擊。上世紀(jì)80年代稍有知名度的品牌，不是被搶注商標(biāo)，就是被收購(gòu)、擠垮，即使殘留下來(lái)的也是慘淡經(jīng)營(yíng)，真正發(fā)展起來(lái)的極為有限。這里典型的案例，上世紀(jì)80年代至90年代初期，曾在空調(diào)界創(chuàng)下奇跡的華寶空調(diào)，在1998年被科龍收購(gòu)，其后的品牌形象就一再下滑。 2.品牌戰(zhàn)略已日漸引起國(guó)內(nèi)企業(yè)重視，政府的扶持自上世紀(jì)80年代改革開放以來(lái)，我國(guó)社會(huì)主義經(jīng)濟(jì)建設(shè)取得了令人矚目的成就。從計(jì)劃經(jīng)濟(jì)時(shí)代走向市場(chǎng)經(jīng)濟(jì)時(shí)代

4、的中國(guó)企業(yè)，品牌經(jīng)營(yíng)也從無(wú)到有。資料顯示，各地各級(jí)政府在對(duì)名牌的重視程度、組織推進(jìn)力度、政策措施上有大幅度提升，青島、深圳、武漢、寧波、沈陽(yáng)等市對(duì)中國(guó)名牌企業(yè)的獎(jiǎng)勵(lì)為100萬(wàn)元，大連為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。2007年1月8日至1月11日，第40屆國(guó)際消費(fèi)電子展（ces）在美國(guó)拉斯維加斯的威尼斯酒店開幕。在ces上我們民族企業(yè)取得驕人的業(yè)績(jī)。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。海爾被全球最權(quán)威的消費(fèi)電子行業(yè)媒體twice評(píng)選為中國(guó)消費(fèi)電子第一品牌。3.洋品牌的地位在多數(shù)行業(yè)仍是難以動(dòng)搖但是，我們也應(yīng)看到，面

5、對(duì)市場(chǎng)上紛繁的產(chǎn)品，真正能讓消費(fèi)者脫口而出的國(guó)內(nèi)品牌屈指可數(shù)。隨著對(duì)外開放的深入，國(guó)際上一些大公司紛紛擠入中國(guó)市場(chǎng)，一時(shí)間中國(guó)市場(chǎng)上充斥著“索尼”、“可口可樂”、“飄柔”、“奔馳”等種種國(guó)際名牌，這些名目眾多的洋名牌猛烈地撞擊著中國(guó)的民族品牌。雖然在家電行業(yè)，以海爾品牌為首，“康佳”、“長(zhǎng)虹”、“tcl”等國(guó)產(chǎn)名牌已發(fā)展得不錯(cuò)，但同“索尼”、“松下”、“三星”等名牌相比，仍然存在競(jìng)爭(zhēng)劣勢(shì)；在it行業(yè)，“聯(lián)想”、“方正”、“長(zhǎng)城”等品牌的競(jìng)爭(zhēng)力都有明顯提高，但與歐美、日本等國(guó)的產(chǎn)品相比，品牌知名度仍有不足；在日用消費(fèi)品市場(chǎng)，“寶潔”、“利華”、“漢高”等國(guó)際公司已形成三足鼎立之勢(shì)。三、我國(guó)企業(yè)實(shí)

6、施品牌戰(zhàn)略中存在的主要問題及誤區(qū)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)際化已經(jīng)不可避免，然而品牌建設(shè)中也存在著不盡如人意的問題。我國(guó)企業(yè)實(shí)施品牌建設(shè)存在的問題從微觀企業(yè)自身因素角度：存在技術(shù)開發(fā)能力不足，品牌競(jìng)爭(zhēng)能力不強(qiáng)；品牌個(gè)性不足，缺乏創(chuàng)新和發(fā)展能力；生產(chǎn)和經(jīng)營(yíng)規(guī)模偏小，品牌發(fā)展缺乏整體規(guī)劃；出口和國(guó)際經(jīng)營(yíng)能力偏弱，品牌意識(shí)不強(qiáng)；品牌定位不明確，存在較大的盲目性等一系列因素。從宏觀社會(huì)環(huán)境因素上講：社會(huì)機(jī)制有待進(jìn)一步改善，政策法規(guī)的支撐需要進(jìn)一步加強(qiáng)，國(guó)家的產(chǎn)業(yè)政策，出口導(dǎo)向政策對(duì)不同的行業(yè)起著不同的促進(jìn)和限制作用，金融環(huán)境對(duì)于企業(yè)的投資能力和市場(chǎng)擴(kuò)張能力也有相當(dāng)重要的影

7、響力。我國(guó)建立市場(chǎng)體制也有好多年了，雖有了很大的改善但仍不夠健全，有些方面還未真正適應(yīng)市場(chǎng)經(jīng)濟(jì)的要求，消費(fèi)者的心理還未完全成熟。 (1)忽視品牌投資，急功近利經(jīng)濟(jì)全球化背景下，國(guó)際競(jìng)爭(zhēng)越來(lái)越表現(xiàn)為品牌的競(jìng)爭(zhēng)，現(xiàn)代跨國(guó)公司絕大多數(shù)都是世界知名品牌公司，尤其注重品牌戰(zhàn)略的運(yùn)用，通過(guò)品牌這種全方位的輸出形態(tài)，跨國(guó)公司逐步占領(lǐng)了國(guó)際市場(chǎng)，可以毫不夸張地說(shuō)，而今，品牌已是跨國(guó)公司實(shí)現(xiàn)全球戰(zhàn)略目標(biāo)的銳利武器，是實(shí)現(xiàn)資本擴(kuò)張的重要手段。冰凍三尺，非一日之寒。品牌絕不可能在短期內(nèi)創(chuàng)出來(lái)，是一個(gè)長(zhǎng)期積累的過(guò)程。很多企業(yè)沒有清醒地認(rèn)識(shí)到這一點(diǎn)，妄圖在短時(shí)間內(nèi)創(chuàng)出一個(gè)名牌，而忽視了長(zhǎng)遠(yuǎn)的規(guī)劃和戰(zhàn)略。 (2)品牌戰(zhàn)略

8、是一項(xiàng)系統(tǒng)工程品牌戰(zhàn)略的實(shí)施是一項(xiàng)系統(tǒng)工程，是企業(yè)整體發(fā)展戰(zhàn)略與競(jìng)爭(zhēng)戰(zhàn)略的重要組成部分。品牌戰(zhàn)略的實(shí)施靠的是企業(yè)整體素質(zhì)與整體形象的提高，需要有科學(xué)的經(jīng)營(yíng)理念和高超的運(yùn)作技巧，但國(guó)內(nèi)不少企業(yè)品牌策劃者在此方面表現(xiàn)得尤為拙劣和急功近利， 影響了企業(yè)品牌的發(fā)展， 實(shí)際工作中出現(xiàn)了不少這樣的誤區(qū)： 如認(rèn)為創(chuàng)建品牌工作就是給產(chǎn)品取個(gè)好名字， 提高產(chǎn)品知名度或把產(chǎn)品包裝一下； 好的品牌是畫個(gè)令人滿意的視覺標(biāo)志而已； 廣告是培育知名品牌的唯一手段，除了在媒體上大肆作廣告外， 其它別無(wú)關(guān)注； 企業(yè)產(chǎn)品規(guī)模一旦形成了， 知名品牌就自然而然地建立了； 知名品牌等同于高價(jià)， 必須不切實(shí)際地提高產(chǎn)品價(jià)格等。有的企業(yè)

9、甚至在品牌操作誤區(qū)上走得更遠(yuǎn)， 不惜放棄企業(yè)自身品牌， 采用外國(guó)公司品牌， 或?qū)⒆陨砥放频蛢r(jià)出售轉(zhuǎn)讓， 如我國(guó)現(xiàn)有20多萬(wàn)個(gè)“三資”企業(yè)中， 有90%以上的合資企業(yè)在使用外方品牌； 廣州潔銀牙膏廠以200萬(wàn)元低價(jià)將品牌轉(zhuǎn)讓給合資企業(yè)等， 就是這樣的突出事例， 現(xiàn)今其可怕后果已日漸顯現(xiàn)出來(lái)喪失了本國(guó)企業(yè)自身品牌、產(chǎn)品與知識(shí)產(chǎn)權(quán)， 民族產(chǎn)業(yè)競(jìng)爭(zhēng)力究竟何在！ （3）產(chǎn)品是企業(yè)在市場(chǎng)中競(jìng)爭(zhēng)優(yōu)勢(shì)可以很快被競(jìng)爭(zhēng)對(duì)手模仿、超越，而品牌卻難以逾越，真正持久的競(jìng)爭(zhēng)優(yōu)勢(shì)來(lái)自于不斷創(chuàng)新，以“不變”應(yīng)“萬(wàn)變”品牌是核心競(jìng)爭(zhēng)力的集中體現(xiàn)。市場(chǎng)是瞬息萬(wàn)變的，任何品牌都面臨著隨時(shí)被淘汰的危險(xiǎn)。過(guò)于看重現(xiàn)有的成績(jī)，不重視創(chuàng)新

10、，是導(dǎo)致很多名牌“下馬”的重要原因?？煽诳蓸饭厩叭问紫癄I(yíng)銷官塞爾齊曼說(shuō)，“品牌是惟一使公司產(chǎn)品和服務(wù)有別于競(jìng)爭(zhēng)對(duì)手標(biāo)志，是開辟市場(chǎng)最有效的武器，優(yōu)秀的品牌可以讓你的產(chǎn)品脫穎而出?！碑a(chǎn)品的物理屬性、數(shù)量、價(jià)格、質(zhì)量、服務(wù)等很容易被競(jìng)爭(zhēng)對(duì)手模仿，而品牌除了產(chǎn)品本身，還包含了附加在產(chǎn)品上的文化背景、情感、消費(fèi)者認(rèn)知等無(wú)形的東西，使企業(yè)永遠(yuǎn)立于市場(chǎng)競(jìng)爭(zhēng)的不敗之地。消費(fèi)者的認(rèn)知決定企業(yè)的命運(yùn)，而品牌又直接的影響了消費(fèi)者的認(rèn)知。品牌是市場(chǎng)中企業(yè)相互區(qū)別的重要標(biāo)志，是消費(fèi)者進(jìn)行消費(fèi)的風(fēng)向標(biāo)，以品牌為核心已成為企業(yè)重組和資源重新配置的重要機(jī)制。四、民族企業(yè)在品牌國(guó)際化進(jìn)程中如何進(jìn)行品牌定位1以科技為后盾，樹

11、立“質(zhì)量第一，以質(zhì)取勝”的經(jīng)營(yíng)理念，品牌的時(shí)尚要素、個(gè)性化的突出產(chǎn)品質(zhì)量是創(chuàng)造名牌的基石。產(chǎn)品的競(jìng)爭(zhēng)力表現(xiàn)為品牌的競(jìng)爭(zhēng)，而品牌競(jìng)爭(zhēng)所依仗的則是產(chǎn)品的內(nèi)在質(zhì)量。一個(gè)品牌成長(zhǎng)為名牌靠的是質(zhì)量，一個(gè)品牌在市場(chǎng)上倒牌也大多是因?yàn)橘|(zhì)量出了問題。所以，可以說(shuō)，質(zhì)量是品牌生命之所系。此外，企業(yè)還應(yīng)借鑒國(guó)外成功經(jīng)驗(yàn)，提高自己的設(shè)計(jì)開發(fā)能力。企業(yè)要敢在新技術(shù)革命的挑戰(zhàn)中創(chuàng)造自己的品牌，提高產(chǎn)品的市場(chǎng)競(jìng)爭(zhēng)能力，就必須在技術(shù)改造上下功夫。在世界個(gè)性化趨勢(shì)的變化中，顧客的價(jià)值體驗(yàn)和差異化價(jià)值實(shí)現(xiàn)已經(jīng)直接決定了產(chǎn)品的最終銷售，個(gè)性化服務(wù)不可或缺！2.強(qiáng)化市場(chǎng)營(yíng)銷，提高品牌認(rèn)知度，將品牌戰(zhàn)略有機(jī)地融合于企業(yè)整體戰(zhàn)略，并促

12、進(jìn)整體戰(zhàn)略的發(fā)展市場(chǎng)營(yíng)銷是實(shí)施品牌戰(zhàn)略中的重要一環(huán)。通過(guò)選擇正確的市場(chǎng)營(yíng)銷方式，可以有效地利用品牌效應(yīng)讓品牌家喻戶曉，擴(kuò)大市場(chǎng)占有率。實(shí)施品牌戰(zhàn)略不是一項(xiàng)孤立的工作，而是與企業(yè)整體發(fā)展戰(zhàn)略息息相關(guān)的。一個(gè)成功品牌形象的塑造絕不僅僅是品牌自身的事情，涉及到企業(yè)經(jīng)營(yíng)管理的所有重大戰(zhàn)略決策，這些重大戰(zhàn)略決策都要自覺地圍繞品牌來(lái)進(jìn)行，來(lái)展開。3遵循品牌設(shè)計(jì)規(guī)律，注重品牌形象，準(zhǔn)確品牌的市場(chǎng)定位，品牌表現(xiàn)和傳播的感性價(jià)值的突出品牌形象競(jìng)爭(zhēng)并非全方位的競(jìng)爭(zhēng)，每一個(gè)品牌都有自己的市場(chǎng)定位。定位的基本方法不是去創(chuàng)作某種新奇的或與眾不同的事項(xiàng)，而是去操縱已經(jīng)存在于心的東西，即將顧客心目中潛在的購(gòu)買欲望挖掘出來(lái)，

13、使之轉(zhuǎn)化為消費(fèi)沖動(dòng)。企業(yè)應(yīng)以市場(chǎng)為向?qū)?，以科技為手段?lái)適應(yīng)其的要求變化，如建立信息反饋系統(tǒng)，不斷搜集了解消費(fèi)者需求和偏好的變化，以及對(duì)品牌的意見，以便引導(dǎo)消費(fèi)，不斷開拓新產(chǎn)品，為消費(fèi)者提供個(gè)性化的服務(wù)，最大程度滿足消費(fèi)者，以使自己在競(jìng)爭(zhēng)中處于有利地位。21世紀(jì)的世界已進(jìn)入品牌國(guó)際化的競(jìng)爭(zhēng)時(shí)代，品牌已成為一種新的國(guó)際語(yǔ)言進(jìn)入到千家萬(wàn)戶。以品牌來(lái)建立產(chǎn)品在市場(chǎng)中的地位，樹立企業(yè)形象，是企業(yè)有效的市場(chǎng)競(jìng)爭(zhēng)手段。品牌是產(chǎn)品的核心內(nèi)容，品牌效應(yīng)是其他營(yíng)銷手段所不及的。企業(yè)必須要通過(guò)管理制度、技術(shù)的創(chuàng)新，不斷提高產(chǎn)品和服務(wù)的質(zhì)量。同時(shí)要加大品牌國(guó)際競(jìng)爭(zhēng)的戰(zhàn)略研究和策劃，從企業(yè)的組織結(jié)構(gòu)、管理效率、營(yíng)銷策略

14、等方面，全方位提高品牌的國(guó)際競(jìng)爭(zhēng)力。我國(guó)企業(yè)目前大多處于成長(zhǎng)階段，品牌實(shí)力較弱，這是勿庸置疑的事實(shí)，然而根據(jù)行業(yè)、市場(chǎng)和企業(yè)資源狀況，趨利避害，選擇最佳的品牌策略，才是明智的選擇。比如現(xiàn)在比較通行的與具有知名品牌的境外公司合作生產(chǎn)，借殼上市；使用掛鉤策略，重新界定品牌形象；用兩個(gè)或多個(gè)品牌有效地組成協(xié)作聯(lián)盟，提高自己品牌的社會(huì)接受力等?？傊x擇合適品牌戰(zhàn)略，重視品牌營(yíng)銷創(chuàng)意和售后服務(wù)，以達(dá)到品牌轟動(dòng)效應(yīng)和強(qiáng)大沖擊力，才能使品牌永葆青春活力，立于世界品牌之林。brand strategy researchresource：kapferer, j. h strategic brand manage

15、mentj. kogan page，london. 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, based on the content of br

16、and strategy and its functional significance, to discuss the brand strategy in enterprise marketing role. enterprise needs to use a variety of means of competition to increase brand awareness, improve brand positioning, and create a good brand image.first, japanese brands across the board defeat nov

17、ember 22, 2006 morning, nec announced that it would withdraw from 2g and 2.5g 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 kyoce

18、ra 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 companies in china have been lopsided prosperity. the japanese mobile phone in retreat, and even went to

19、china, japanese home appliance market downturn, the following main reasons: first, rigid enterprise system, decision-making difficult, the reaction was slow, incompatible with the reality of the chinese market, it is difficult to adapt to the rapidly changing chinese market; 2 is weak in marketing,

20、product planning capacity is not strong, it is difficult to judge according to their market launch to meet consumer demand and forecast products, follow the trend has been in a passive situation, can not satisfy market demand; third, failure to grasp the industry best time to transition is the japan

21、ese home appliance companies lose an important reason for market dominance. japanese companies come to the edge in the chinese market is causing companies to think deeply about our nation? to take the international route and whether the enterprise of japanese company to the lessons learned behind? s

22、econd, the brand strategy implementation in china the current situation many old famous flash in the pan chinese and foreign enterprises in the chinese market the brand war; just grow up to be a great impact on national brands. the last century, a little-known 80s brand, not being registered by trad

23、emark, is to be acquired, squeeze, even if the residue is hard going down really developed very limited. here a typical 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 decline in brand image is repea

24、ted.brand strategy has been an increasing emphasis on domestic enterprises caused the government to support since the 80s of last century reform and opening up, chinas socialist economic construction has made remarkable achievements. from a planned economy to market economy era chinese companies, br

25、and management has grown out of nothing. information, local governments at all levels of emphasis on brand-name, organization promoting the efforts, policies and measures have greatly enhanced qinghai, shenzhen, wuhan, ningbo, shenyang and other cities on the chinese famous enterprises incentives to

26、 100 million, on dali an 3 million yuan, on brand-name companies have been cities for the 100,000 yuan reward 200000 yuan. january 8th 2009 year to january11th, the 40th international consumer electronics show (ces) in las vegas venetian hotel opening. national enterprises in the ces, we achieve sup

27、erior results. it is understood that this year there are 4,000 people registered to participate in china ces, including manufacturers, media and spectators, in the exhibition hall, there are 327 exhibitors. haier is the worlds most authoritative consumer electronics industry media twice named for th

28、e chinese 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 blurted out genuinely few domestic brands. with the opening up further, to a number of big compa

29、nies have to squeeze into the chinese market, chinese market, a time filled with sony, coca-cola, rejoice, benz and various other international brands, many of these namesforeign brands violently hitting the national brand in china. although the appliance industry, led by haier brand, konka, changho

30、ng, tcl and other domestic brands have developed well, but with the sony, panasonic, samsung and other brands, they are still there competitive disadvantage; in the it industry, lenovo, founder, great wall and the brands competitiveness has improved significantly, but with europe and the united stat

31、es, japan and other countries compared to, brand awareness is still insufficient; 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 h

32、uge 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 factors from the point of micro-enterprises themselves: there is a lack of technology development, brand compet

33、itiveness is not strong; brand personality, lack of innovation and development capacity; small-scale production and management, brand development lack of overall planning; ability of weak exports and international operations, brand awareness is not strong; brand positioning is not clear, there is a

34、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 countrys industrial policy, export-oriented policies for different sectors play different role in the promotion

35、 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 marke

36、t economy, consumer psychology has not yet fully mature.2. the current situation of global economic integration, the error of the brand strategy implementation (1) ignore the brand investment, profit-oriented background of economic globalization, international competition is increasingly reflected i

37、n the brands competition, the overwhelming majority of the modern world famous multinational companies, 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 e

38、xaggeration to say that now, the brand has achieved global strategic objectives of transnational corporations sharp weapon, is an important means to achieve capital expansion.rome was not built in a day cold. brand never be in the short term invented to be a long process of accumulation. many enterp

39、rises do not clearly recognize this point, attempt to create a brand in a short time, but ignored the long-term planning and strategy. (2) brand strategy is a systematic the implementation of brand strategy is a systematic, enterprise strategy and the overall development of an important component of

40、 competitive strategy. the implementation of brand strategy is to rely on their overall quality and overall image enhancement, the need for scientific management idea and superb operational skills, but quite a few brand planner in this regard was particularly poor performance and immediate impact br

41、and development, practical work in the emergence of many such errors: if that job is to create a brand to take a good name to the product, improve product awareness, or what the product packaging; good brand is drawing a satisfactory visual signs only; advertising is the only way to cultivate well-k

42、nown brands, in addition to advertising in the media, big, the other no attention; scale enterprise product once formed, well-known brands on the naturally established; well-known brand is equivalent to high price, to be unrealistically improve the product price. some companies even go further in th

43、e brand wrong operation not hesitate to give up their own brand business, with foreign companies, brands, or to sell its own brand low-cost transfer, such as our present more than 20 million three capital enterprises, there 90% of the joint venture using the foreign brands; clean silver toothpaste f

44、actory in guangzhou to 2 million yuan cheap to transfer to joint ventures and other brands, is one such outstanding example of the terrible consequences of today has become increasingly apparent - lost domestic enterprises own brand, product and intellectual property rights, national industrial comp

45、etitiveness lie! (3) product is the enterprise competitive advantage in the market can be quickly imitated by competitors, beyond, the brand is insurmountable, real and lasting competitive advantage comes from innovation, in order to change should be status quo brand is the concentrated expression o

46、f the core competitiveness. the market is constantly 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 brand-name dismount the major reason. coca-colas former chief marketing officer

47、 sergio zyman the brand is only the company logo products and services are different from competitors, 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 imitate competit

48、ors, er brands, along with the product itself, also includes an attached product to cultural background, emotional, consumer cognition invisible things, so that enterprises yong yuan li in the competition undefeated. consumer awareness deciding the fate of the brand has a direct impact on consumer a

49、wareness. brand is the difference between the market enterprise important symbols is the benchmark for consumer spending to brand as the core has become a corporate restructuring and reallocation of resources an important mechanism. fourth, national enterprises in brand internationalization process

50、of how to brand positioning backed by science and technology, establish a quality first, winning by quality business philosophy, the brands fashion elements, the outstanding individual product quality is the cornerstone of creating brand. competitiveness of their products performance in the competit

51、ion for the brand, and brand competition while relying on the inherent quality of products. growth for the brand through a brand is the quality of a brand in the market down are also in most of a problem because of the quality. therefore, it can be said, quality is the brand of life depends. in addi

52、tion, enterprises should learn from successful experiences abroad to enhance their design and development capability. enterprises should dare to challenge the new technology revolution to create their own brand, and increase market competitiveness; we must work hard in the transformation. personaliz

53、ation trend in the world changes, the value of customer experience and the value of differentiation has been directly determined to achieve the final product sales, personal services are indispensable! 2. to strengthen marketing, improve brand awareness, brand strategy will be organically integrated

54、 in their overall strategy to promote the overall development strategy the implementation of brand marketing is an important part of the strategy. by choosing the right marketing approach can be effectively used to brand a household name brand, expand market share. brand strategy is not an isolated

55、task, but the overall development strategy and business are closely related. a successful brand names more than just a brand its own thing, related to business management of all major strategic decision, these major strategic decisions were consciously carried out around the brand to expand. 3. foll

56、ow the laws of the brand design, brand image, brand and accurate market positioning, brand performance and outstanding value emotional communication brand competition is not all-round competition; each brand has its own market position. the basic method is not positioning to create a novel or unique issues, but to manipulate what already exists in the heart, the eyes of potential customers to buy soon tapped desire to make it into consumer impulse. enterprises should take the market as guide, technology as a means to adap