品牌營銷戰(zhàn)略參考文獻和英文文獻翻譯

1、摘要從品牌戰(zhàn)略的內(nèi)涵與其功能意義入手，探討了品牌.錢略在企業(yè)營銷中的作用。在分析我國企業(yè)營銷品牌戰(zhàn)略進展狀況的基礎(chǔ)上，認為，提高品牌意識，搞好.兄牌定位，塑造良好品牌形象，綜合運用多種競爭手段，是企業(yè)品牌營銷的必定選擇。關(guān)鍵詞:品牌戰(zhàn)略；企業(yè);品牌策略;品牌定位1。品牌戰(zhàn)略內(nèi)涵與其功能意義所一謂品牌戰(zhàn)略是指企業(yè)通過創(chuàng)立市場良好品牌形象，提升產(chǎn)品知名度，并以知名度來開拓市場，吸引顧客，擴大市場占有率，取得豐厚潤回報，培養(yǎng)忠誠品牌消費者的一種戰(zhàn)略選擇品牌戰(zhàn)略是現(xiàn)代企業(yè)市場營銷的核心。從品牌戰(zhàn)略的功能來看，一個品牌不僅僅是一個產(chǎn)品的標志，更多的是產(chǎn)品的質(zhì)量、性能、滿足消費者效用的可靠程度的綜合體現(xiàn)。

2、它凝聚著企業(yè)的科學治理、市場信譽·追求完善的精神文化內(nèi)涵，決定和影響著產(chǎn)品市場結(jié)構(gòu)與服務(wù)定位·因此，發(fā)揮品牌的市場影響力，帶給消費者信念，給予消費者以物質(zhì)和精神的享受正是品牌戰(zhàn)略的基本功能所在。實踐一證明，良好品牌往往能給人以格外印象，在同等質(zhì)量下可以索取較高價格。有些公司擁有良好的品牌甚至還一可以在不同國家逆周期、反季克制造產(chǎn)品，從而使成本與收益流量暢通1。經(jīng)濟全球化背景下，國際競爭越來越表現(xiàn)為品牌的競爭，現(xiàn)代跨國公司絕大多數(shù)都是世界知名品牌公司，尤其注重品牌戰(zhàn)略的運用，通過品牌這種全方位的輸出形態(tài)，跨國公司逐步占據(jù)了國際市場，可以毫不夸張地說，而今，品牌已是跨國公司市場

3、選擇的唯一要素·第二，監(jiān)督和保一證產(chǎn)品價植品牌是一個集合概念，它包括產(chǎn)品質(zhì)量、形象·技術(shù)、功能、效用等諸多內(nèi)容。制造一個廣受消費者歡迎的品牌產(chǎn)品，需要日積月累的努力和長期的品質(zhì)、價值保證。第三，實現(xiàn)規(guī)模經(jīng)濟效益品牌成長帶動了企業(yè)產(chǎn)品價格上揚，需求增加，有利于企業(yè)擴大再生產(chǎn)，增加規(guī)模經(jīng)濟收益。第四，保證企業(yè)不斷壯大和持續(xù)進展許多跨國公司認為，成功品牌的價值不僅在于它們能夠保一證將來的收入，增加顧客對公司產(chǎn)品的需求，更在于企業(yè)出現(xiàn)危機時能給他們予以支持，確保企業(yè)長期進展。2. 我國企業(yè)品牌進展概況市場開放以來，外商辭資大量涌入，在給我國企業(yè)和市場注入了新奇血液和活力的同時，也為

4、我國企業(yè)帶來了前所未有的競爭壓力·受傳統(tǒng)觀念和落后經(jīng)營方式的影響，我國企業(yè)在品牌競爭意識方面普遍不強，因此吃了不少苦頭。一些企業(yè)為此丟了市場，一些企業(yè)因為品牌愛護力度不夠被擠出了市場，還有些企業(yè)良好知名品牌被國外企業(yè)惡性搶注，從今一撅不振，在品牌競爭中隨隨處于被動地位，反觀國外企業(yè)，它們大多以品牌為先鋒，以雄厚資本和先進技術(shù)為后嗜，不惜一切代價搶占東逍國市場，將產(chǎn)品和服務(wù)充斥在東逍國市場每一角落。一般而言，國際知名品牌主要集中在酬勞率高，市場容量大的汽車、家用電器、日用化工、飲料、藥品、電信等行業(yè)·在我國，只要一提到索尼、松下、飛利浦、摩托歲拉、諾基亞、西門子、奔馳、通用、

5、可日可樂、百威、寶潔等國際知名品牌，相信每一位國人都不會陌生，這或許是一種生活品質(zhì)的改變，但更多的恐怕是對本國品牌的無奈。殘酷的市場競爭事實，教育了我國企業(yè)的商品經(jīng)營者，也警醒了企業(yè)的品牌意識。最近兒年來，我國企業(yè)在培養(yǎng)品牌競爭力方面，投入了一定的人力，物力與財力關(guān)注，也取得了一定的驕人成績，形成了一批如長虹、海信、tcl、海爾、格蘭仕、聯(lián)想等頗有世界影響力的知名品牌。甚王在整個社會層面上，連平常的民營企業(yè)上、個體商販，也懂得了要進行商標標注冊，要進行品牌宣傳·形勢雖然喜人，情況卻依舊不容樂觀，從品牌戰(zhàn)略進展的高度來看，我國企業(yè)還存在著諸多問題:2.1國內(nèi)品牌與國外品牌相比，存在著很

6、大的差距這種差距反映在國內(nèi)品牌的數(shù)量·質(zhì)量·規(guī)模·影響力方面，和品牌成長環(huán)境方面(包括法規(guī)、治理、規(guī)劃、戰(zhàn)略實施)，以及品牌理論的深入和品牌觀念的普及方而，都還處于起步階段似中外企業(yè)品牌對抗為例，國外企業(yè)知名品牌在中國市場上長驅(qū)直入，占據(jù)大十河山，市場占有率每年以10%左右的速度遞增3。國內(nèi)企業(yè)知名品牌則寥寥無幾，市場不興，前景堪憂;國外企業(yè)品牌成長已經(jīng)上升到了知識產(chǎn)權(quán)愛護的高度，國內(nèi)企業(yè)品牌卻還在與假冒偽劣產(chǎn)品糾纏不清;國外企業(yè)靠經(jīng)營和技術(shù)樹立品牌，國內(nèi)企業(yè).靠宣傳和命名樹立品牌;國外企業(yè)早已轉(zhuǎn)向開發(fā)品牌內(nèi)在價植，強調(diào)品牌的產(chǎn)品擴散效應(yīng)和產(chǎn)業(yè)組織聚合效應(yīng)，以獵取

7、更高的溫價收益和穩(wěn)定收益。國內(nèi)企業(yè)卻還停留在品牌外在標記形象上認識品牌作用，將品牌僅僅看作是產(chǎn)品的附屬和象征而已;國外企業(yè)對知名品牌的鞏固是以愛護產(chǎn)品質(zhì)量和聲譽觀念·國內(nèi)企業(yè)反以滿足無形資產(chǎn)一評估，坐享其成為觀念。如此種種，均將表明，我國企業(yè)品牌進展的道路必將是路漫漫其修遠兮，尚需上下而求索·2.2品牌進展缺乏整體規(guī)劃成功的品牌形象塑造絕不是品牌戰(zhàn)略自身的事情，它要涉及到企收經(jīng)營治理的所有重大戰(zhàn)略決策，諸如產(chǎn)品質(zhì)量、技術(shù)開發(fā)、經(jīng)營規(guī)模、品牌設(shè)計、廣告策劃、市場營銷、人才戰(zhàn)略設(shè)計等各個方面。當前，國內(nèi)相當企業(yè)沒有將品牌融入到企業(yè)的整體規(guī)劃當中，也不重視品牌的研究開發(fā)，只把產(chǎn)品

8、宣傳交給一般的員工去完成，或者直接把它交給廣告公司，這樣，企業(yè)治理者對其重要的無形資產(chǎn)品牌，缺乏應(yīng)有的了解，甚至產(chǎn)生疏遠感，加劇了產(chǎn)品與消費者之間溝通困難，從而導致消費者困惑和不滿，喪失了品牌競爭力。2。3產(chǎn)品質(zhì)量低下，品牌個性不足，缺乏創(chuàng)新和進展能力國內(nèi)不少企業(yè)產(chǎn)品品位低下，質(zhì)量不穩(wěn)定，包裝不新穎，售后服務(wù)不到位，宣傳工作沒力度，產(chǎn)重影響了品牌地位的提升。從另外一個層面講，也有的企業(yè)品牌設(shè)計個性不鮮亮，科技、文化、藝術(shù)等合量不高，內(nèi)容不豐富，缺乏猛烈的吸引力。最為嚴峻的是，不少企業(yè)品牌老化嚴峻，資產(chǎn)與內(nèi)在價植開始衰退甚至消逝，如中國最早一批“十大馳名商標”鳳凰、永久、霞飛等早已風光不再

9、83;品牌的生命在于創(chuàng)新。不能隨著市場需求的改變，消費者偏好的轉(zhuǎn)移，準時對現(xiàn)有產(chǎn)品進行改進改造，重新設(shè)計形象，是我國企業(yè)品牌普遍創(chuàng)新不足的土要原因·2 .4品牌進展策略存在誤區(qū)企業(yè)品牌進展策略是一種經(jīng)營之道，需要有科學的經(jīng)營理念和超群的運作技巧，但國內(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)品牌的進展，實際工作中出現(xiàn)了不少這樣的誤區(qū):如認為創(chuàng)建品牌工作就是給產(chǎn)品取名品牌等同于高價，一定不切實際地捉高產(chǎn)品價格等等·有的企業(yè)甚至在品牌操作一誤區(qū)上走得更遠，不惜放棄企業(yè)自身品牌，采納外國公司品牌，或?qū)⒆陨砥放频蛢r出售轉(zhuǎn)讓，如我國現(xiàn)有20多萬個“三資”企收中，

10、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200萬元低價將品牌轉(zhuǎn)讓給合資企業(yè)4等等，就是這樣的突出事例，現(xiàn)今其可怕后果已日漸顯現(xiàn)出來喪失了本國企業(yè)白身品牌、產(chǎn)品與知識產(chǎn)權(quán)，民族產(chǎn)業(yè)競爭力究竟何在?3，企業(yè)品牌策略選擇品牌戰(zhàn)略是企業(yè)總體:戰(zhàn)略的重要組成部分，而品牌戰(zhàn)略的實施又是增加產(chǎn)品競爭能力的必定選擇。適應(yīng)當前市場開放情況，搞好品牌策略選擇，是我國企業(yè)營銷工作的一項急迫任務(wù)。3 .1樹立正確的品牌競爭意識，著力提高品牌競爭能力隨著對外開放和國際化進程的加快，我國已經(jīng)進.入了品牌競爭時代，創(chuàng)立品牌、宣傳品牌、愛護品牌、進展品牌，走品牌之路已經(jīng)形成了共識·但品牌的成長并不是一

11、個簡潔的一踏而膩的事情，而是一個長期的系統(tǒng)工程，需要整體規(guī)劃，通盤考慮。結(jié)合當前實際，我國企業(yè)刊一以根據(jù)白身的條件與特點，在分析市場環(huán)境的基礎(chǔ)下，制定出品牌戰(zhàn)略，實施品牌工程，包括采取“進展拳頭產(chǎn)品，鞏固品牌;扶植新興產(chǎn)品，制造品牌;開發(fā)尖端產(chǎn)品，培養(yǎng)品牌?！钡膽?zhàn)略方針，來壯大品牌實力，拓展市場份額，樹立品牌形象。當然，良好品牌是市場消費者認可的結(jié)果，而不是企業(yè)自吹自擂的力作，提高品牌競爭力不僅要求企業(yè)在廣告宣傳上是一流的，同時也應(yīng)該在產(chǎn)品質(zhì)量、技術(shù)性能、款式造型、售后服務(wù)、商標設(shè)計等方面都是一流的。3.2搞好品牌定位，培養(yǎng)消費者品牌偏好與品牌忠誠品牌形象競爭并非全方位的競爭，每一個品牌都有自

12、己的市場定位。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，而是去操縱已經(jīng)存在于心的東西，馬上顧客心目中潛在的購買欲望挖掘出來，使之轉(zhuǎn)化為消費沖動5·品牌定位離不開具體行業(yè)，否則毫無價植可言，如”百事可樂”是種碳酸飲料，這一品牌至多延伸到食品行業(yè)，再往外延伸，其價值就無法轉(zhuǎn)移了。品牌是競價力的綜合表現(xiàn)。品牌偏好與品牌忠誠的建立是品牌樹立的前提，這不是一件簡潔的事情，它需要企業(yè)有良好的市場信譽與道德規(guī)范作保證，同時還要有保持對消費者aau(消費者對品牌的知名awareness，態(tài)度attitude，使用狀況us age，的縮寫)進行追蹤調(diào)整的能力·因此，建立顧客信息反饋

13、系統(tǒng)，不斷搜集消費者偏好改變情況，了解顧客對品牌意見，為消費者提供個性化服務(wù)，就顯得十分必要了。顧客對企業(yè)品牌的忠誠是長期累積的結(jié)果，并非一日之功，可日可樂品牌樹立有100多年歷史，萬寶路形象風靡全球有40多年，均得益十企收執(zhí)行長期營銷策略的結(jié)果·而消費者對品牌的深刻印象也只有經(jīng)過長期一致的營銷活動，才能產(chǎn)生中意和接受。3 .3遵循品牌設(shè)計規(guī)律，注重品牌形象品牌設(shè)計是一門藝術(shù)。既要在消費者心目中留下深刻印象，又要刺激消費者的消費欲望，除產(chǎn)品功能、質(zhì)量、包裝、造型設(shè)計是關(guān)鍵外，商標設(shè)計也很重要·通常，具有美感，文化內(nèi)容豐富，簡潔醒目，易于傳誦，構(gòu)思精巧，能超越時空，并朗朗上口

14、的品牌最易為廣大消費者所接受·品牌設(shè)計往往要體現(xiàn)出企業(yè)宗旨和核心價值，但其立足點大多根植于企業(yè)優(yōu)勢、消費者特點、同行比較這三維坐標。如3m品牌優(yōu)勢在于機械、動力與治理，服務(wù)并滿足的是公司辦公需要與工廠制造需要，在同行中凸現(xiàn)的是“小而精”的個性與數(shù)字化技術(shù)領(lǐng)先的魅力。誠然，品牌設(shè)計一定順應(yīng)市場的改變而不斷豐富、創(chuàng)新，這是品牌競爭制勝的法寶。3.4采納多種品牌競爭手段我國企業(yè)目前大多處丁成長階段，品牌實力較弱，在競價中處于不利地位，這是勿庸置疑的事實，但根據(jù)行業(yè)、市場和企業(yè)資源狀況，趨利避害，消除不利影響，不失為明智選擇·第一，與具有知名品牌的境外公司合作生產(chǎn)，借殼上市

15、3;如將我國生產(chǎn)的皮夾克運至意大利進行最終加工，皮夾克成品出口時標注“意大利”品牌，可獲高額利潤·當時機成熟時，再推出我們的品牌或公司，消除其對本地品牌或公司的威脅。如香水業(yè)近十年來一直深受法國各種品牌的影響，為了消除這種影響，有資本實力的公司或企業(yè)可對法國化妝品公司進行收購·第三，使用掛鉤策略。如市場上，“可口一可樂”、“百事可樂”是主要飲料品牌，具有很好的口感和形象我國企業(yè)推出“非?？蓸贰?，將自己產(chǎn)品與國外可樂聯(lián)絡(luò)起來，可以在消費者心目中產(chǎn)生聯(lián)想，制造購買沖動，樹立良好形象。第四，重新界定品牌形象，幸免在同類產(chǎn)品競爭，幸免發(fā)生沖突·如可以借鑒日本最大化妝品公司

16、資生堂的經(jīng)營模式，強調(diào)自己是護膚產(chǎn)品從而幸免了法國化妝品(香水)公司的圍攻。第五，利用名人為品牌作保證，加強品牌宣傳。可參考美國耐克公司雇用籃球明星邁克爾·喬丹為其運動服裝在歐洲市場作宣傳的營銷模式·第六，加強品牌聯(lián)合。用兩個或多個品牌(如健力寶和中國女排)有效地組成協(xié)作聯(lián)盟，提高自己品牌的社會接受力，效果比單獨走出去好得多。第七，重視品牌營銷創(chuàng)意和售后服務(wù)，以達到品牌轟動效應(yīng)和強大沖擊力?！鞍准雍凇彼幤臓I銷創(chuàng)意，“海爾”集團對售后服務(wù)的高度重視，都是樹立成功知名品牌的例子·第八，多角化經(jīng)營，多品牌策略。諸如頂益食品企業(yè)，在高收入層次日標市場采納“康師傅”品牌，

17、在低收入層次目標市場采納“福滿多”品牌。有效滿足了不同需求消費者，擴大了品牌知名度·第九，事實宣傳造勢策略。廣東蛇膽口服液生產(chǎn)廠家，為消除消費者對保健品不信任態(tài)度，引領(lǐng)消費者對產(chǎn)品的生產(chǎn)程序和制作方法進行全程參觀，并邀請有關(guān)專家進行咨詢，結(jié)果口碑極佳，品牌聲譽迅速上升·abtract form the connotation of brand strategy with its functional significance,this paper discusses a brand marketing strategy in the role . in analyzing

18、corporate brand marketing strategy development on the basis that a higher brand awareness,improve brand positing,building a good brand image, brand is a collection of experiences and associations connected with a service, a person or any other entity.brands have become increasingly important compone

19、nts of culture and the economy, now being described as "cultural accessories and personal philosophies"conceptssome people distinguish the psychological aspect of a brand from the experiential aspect. the experiential aspect consists of the sum of all points of contact with the brand and i

20、s known as the brand experience. the psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.people engaged in branding seek to develop or alig

21、n the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. a brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what t

22、he brand owner is able to offer in the marketplace. the art of creating and maintaining a brand is called brand management.careful brand management, supported by a cleverly crafted advertising campaign, can be highly successful in convincing consumers to pay remarkably high prices for products which

23、 are inherently extremely cheap to make. this concept, known as creating value, essentially consists of manipulating the projected image of the product so that the consumer sees the product as being worth the amount that the advertiser wants him/her to see, rather than a more logical valuation that

24、comprises an aggregate of the cost of raw materials, plus the cost of manufacture, plus the cost of distribution. modern value-creation branding-and-advertising campaigns are highly successful at inducing consumers to pay, for example, 50 dollars for a t-shirt that cost a mere 50 cents to make, or 5

25、 dollars for a box of breakfast cereal that contains a few cents' worth of wheat.a brand which is widely known in the marketplace acquires brand recognition. when brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to h

26、ave achieved brand franchise. one goal in brand recognition is the identification of a brand without the name of the company present. for example, disney has been successful at branding with their particular script font (originally created for walt disney's "signature" logo), which it

27、used in the logo for .consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic (see also brand promise). from the perspective of brand owners, branded products or services also command highe

28、r prices. where two products resemble each other, but one of the products has no associated branding (such as a generic, store-branded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner.brand namethe bran

29、d name is often used interchangeably within "brand", although it is more correctly used to specifically denote written or spoken linguistic elements of any product. in this context a "brand name" constitutes a type of trademark, if the brand name exclusively identifies the brand

30、owner as the commercial source of products or services. a brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration. advertising spokespersons have also become part of some brands, for example: mr. whipple of charmin toilet tissue and tony the tige

31、r of kellogg's.brand names will fall into one of three spectrum's of use - descriptive, associative or freestanding.descriptive brand names assist in describing the distinguishable selling point(s) of the product to the customer (eg snap crackle & pop or bitter lemon).associative brand n

32、ames provide the customer with an associated word for what the product promises to do or be (e.g. walkman, sensodyne or natrel)finally, freestanding brand names have no links or ties to either descriptions or associations of use. (eg mars bar or pantene)the act of associating a product or service wi

33、th a brand has become part of pop culture. most products have some kind of brand identity, from common table salt to designer jeans. a brandnomer is a brand name that has colloquially become a generic term for a product or service, such as band-aid or kleenex, which are often used to describe any ki

34、nd of adhesive bandage or any kind of facial tissue respectively.brand identitya product identity, or brand image are typically the attributes one associates with a brand, how the brand owner wants the consumer to perceive the brand - and by extension the branded company, organization, product or se

35、rvice. the brand owner will seek to bridge the gap between the brand image and the brand identity. brand identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors.brand identity is what the owner wants to communicate to its potential consumers. h

36、owever, over time, a products brand identity may acquire (evolve), gaining new attributes from consumer perspective but not necessarily from the marketing communications an owner percolates to targeted consumers. therefore, brand associations become handy to check the consumer's perception of th

37、e brand. the constantly changing market poses new challenges to clothing enterprises, and the clients demands are also con-tinually rising, and so it is necessary every now and again to offer them a higher added value. this added value is a properly planned brand strategy, the so-called branding . f

38、irms without any distinct features, without a clear vision or specific mission, or without permanent values, will sink in the mass of messages hitting the market.thus it is necessary to launch actions not only directed to distinguish a given brand from the competitors, but also to build a set of val

39、ues and modes allowing the company to communicate with the market in a manner which would be easily recognisable and which would stimulate positive associations and strong reactions.a brand image is defined through its selected symbolic patterns. the most important among these are the brands name, l

40、ogo, and composition of graphic elements and colours all associated with the company. it is crucial for a brand built on these elements to give a clear message to the customer about the kind of company he is dealing with, what its product is and who the clients are. all the elements comprising a bra

41、nd image have to be closely related to the idea and goals of the company. this certainly helps its positive identification, and as a result a strong and distinct image is created in the customers mind .by translating a business strategy into a brand strategy, the firms become more visible on the mar

42、ket and more understandable for their environment; furthermore, the messages included in the advertisements reach the potential customers more efficiently. positive features have to be spotlighted and combined with culture and target groups according to the strategy already developed. this increases

43、 customer loyalty to a given product.it is important that the customers mind should absorb and retain as much information about a brand as possible; some time later this is translated into the recognisability and prestige of a brand on the market. a brand product offers a sense of safety, and guaran

44、tees quality and reliability. brand values are features that appeal to the emotional sphere of human perception.hence a brand is the most valuable asset of a company, and customer satisfaction is the key to a long-term success. as consumers must have a reason for selecting this given brand from among many others, each brand should have a motto apart from its distinctive usability. it is necessary to define why it is different and what its position is. a brand is not an advertisement, but rather a whole philosophy underlying a set of combined actions fixed on the companys success. it i