品牌營銷外文翻譯文獻(xiàn)

品牌營銷外文翻譯文獻(xiàn)PAGE8PAGE1品牌營銷外文翻譯文獻(xiàn)品牌營銷外文翻譯文獻(xiàn)(文檔含英文原文和中文翻譯)BrandStrategyResearchEconomicglobalization,howtoadapttointernationaltrends,establish,astrongbrandandenhanceourcompetitiveness,havebecomepressingissuesfacingenterprises.Basedontheanalysisofthedevelopmentofcorporatemarketingbrandstrategyinenterprisemarketingrole.Enteriseneedstosueavarietyofmeansofcompetitiontoincreasebrandawarenss,improvebrandpositioning,ancreateagoodbrandimage.First,Japanesebrandsacrosstheboarddefeat.November22,2006morning,NECannouncedthatitwouldwithdrawfrom2Gand2.5mobilephonemarket,whichmeansthat,followingSharp,Panasonic,Toshiba,Mitsubishi,Sanyo,aJapanesemobilephonemanufacturerslaterwithdrawfromtheChinesemarket,JapanesemobilephonehasalmostallexceptKyocera2GmobilephonemarketinChinaoutofcontention.IfwesumuptheChinesehouseholdappliancemarket,todayanydifferentfromtenyearsago,IthinkthebiggestdifferenceisthatJapanesecompaniesinChina,Japanesehomeappliancemarketdownturn,thefollowingmainreasons:First,rigidenterprisesystem,decision-makingdifficult,thereactionwasslow,incompatiblewiththerealityoftheChinesemarket,itisdifficulttoadapttotherapidlychangingChinesemarket;2isweakinmarketing,productplanningcapacityisnotstrong,itisdifficulttojudgeaccordingtotheirmarkerlacunchtomeetconsumerdemandandforecastproducts,followthetrendhasbeeninapassivesituation,cannotsatisfymarketdemand;Third,failuretograsptheindustrybesttimetotransitionistheJapanesehomeappliancecompaniesloseanimportantreasonformarketdominance.JapanesecompaniescometotheedgeintheChinesemarketiscausingcompaniestothinkdeeplyaboutournation?Tomaketheinternanationalrouteandwhethertheenterpriseof“JapaneseCompany”tothelessonslearnedbehind?Second,thebrandstrategyimplementationinChinatheCurrentSituationManyoldfamous“flashinthepen”ChineseandforeignenterprisesintheChinesemarketthebrandwar;justgrowuptobeagreatimpactonnationalbrands.Thelastcentury,alittle-know80’sbrand,notbeingregisteredbytrademark,istobeacquired,squeeze,eveniftheresidueishardgoingdownreallydevelopedverylimited.Hereatypicalcase,thelastcentury80stoearly90s,heworkedinairconditioningsectorhitwondersoftheWarburgin1998,wasacquiredKelon,thesubsequentdelineinbrandimageisrepeated.Brandstrategyhasbeenanincreasingemphasisondomesticenterprisescausedthegovernmenttosupport.Sincethe80soflastcenturyreformandopeningup,China’ssocialistecononomicconstructionhasmaderemarkableachievements.FromaplannedeconomytomarketeconomyeraChinesscompanies,brandmanagementhasgrownoutofnothing.Information,localgovernmentsatalllevelsofemphasisonbrand-name,organizationpromotingtheefforts,policiesmeasureshavegreatlyehangcedQinghai,Shenzhen,Wuhan,Ningbo,ShenyangandothercitiesontheChinesefamouserterprisesincentivesto100million,onDalian3millionYuan,onbrand-namecompanieshavebeencitiesforthe100000yuanreward-200000yuan.Japanese8th2009yeartoJapanese11th,the40thInternationalConsumerElectronicsShow(CES)inLasVegasVentianhotelopening.NationalenterprisesintheCES,weachievesuperiorresults.Itisunderstoodthatthisyearthereare4000peopleregisteredtoparticipateinChinaCES,includingmanufacturers,mediaandspectators,intheexhibitionhall,thereare327exhibitors.Haieristheworld’smostauthoritativeconsumerelectronicsindustrymedia“TWICE”namedfortheChineseconsumerelectronicsbrand.3.ThestatusofforeignbrandsinmostsectorsisstilldifficulttoshakeHowever,weshouldalsoseethefaceofnumerousproductsonthemarket,allowsconsumersblurtedoutgenuinelyfewdomesticbrands.Withtheopeningupfurther,toanumberofbigcompanieshavetosqueezeintotheChinesemarket,Chinesemarket,atimefilledwith“sony”,“Coca-Cola”，“rejoice”，“Benz”andvariousotherinternantionalbrands,manyofthesenamesforeignbrandsviolentlyhittingthenationalbrandinChina.Althoughtheapplianceindustry,ledbyhaierbrand,“Konka”，“Changhong”，“TCL”andotherdomesticbrandshavedevelopedwell,butwiththe“Sony”,“Panasonic”“Samsung”andotherbrands,theyarestilltherecompetitivedisadvangtage;intheITindustry,“Lenovo”，“Founder”，“GreatWall”andothercountriescomparedto,brandawarenessisstillinsufficient;inConsumerGoodsmarket,“P＆G”，“Oliver”，“Henkel”，andotherinternationalcompanieshaveformedthethreepillars.Third,thebrandstrategyimplementationinChinaProblemsandErrors.Currently,Chinesebrandshaveahugeinternationalmarkeropportunityandspaceforinternationalbrandshasbeeninevitable,buttherearealsobrandbuildingisnotunsatisfactory.OurEnterpriseBrandBuildingProblems：Factorsfromthepointofmicro-enterprisesthemselves:thereisalaceoftechnologydevelopment,brandcompetitivenessisnotstrong;brandpersonality,lackofinnovationanddevelopmentcapacity;small-scaleproductionandmanagement,branddevelopmentlackofoverallplanning;abilityofweakerportsandinternantionaloperations,Brandawarenessisnotstrong;brandpositioningisnotclear,thereisalargerangeoffactorssuchasblindness.Speakingfromthemacrosocialfactors:socialmechanismsneedtobeimproved,policiesandregulationssupporttheneeedtofurtherstrengthenthecountry’sindustrialpolicy,export-orientedpoliciesfordifferentsectorsplaydifferentroleinthecountry’sindustrialpolicy,export-orientedpoliciesfordifferentsectorsplaydifferentroleinthepromotionandlimitation,thefinancialenvironmentforbusinessinvestmentcapacityandmarketexpansionabilityandtheimportantinfluence.TheestablishmentofmarketsysteminChinahasformanyyears,despiteasignificantimprovementbutstillnotperfect,therstillhasnotreallyadapttothemarketeconomy,consumerpsychologyhasnotyetfullymature.2.Thecurrentsituationofglobaleconomicintegration,theerrorofthebrandstrategyimplementation(1)Ignorethebrandinvestment,profit-orientedBackgroundofeconomicglobalization,internationalcompetitionisincreasinglyreflectedinthebrand’scompetition,theoverwhelmingmajorityofthemodernworldfamousmultinationalcompanieswithparticularemphasisontheuseofbrandstrategy,brandsuchafullrangeofoutputthroughtheformofmultinationalcorporationsgraduallyoccupationoftheinternantionalmarket.itisnoexaggerationtosaythatnow,thebrandhasachievedglobalstrategicobjectivesoftransnationalcorporationssharpweapon,isanimportantmeanstoachievecapitalexpansion.Romewasnotbuiltinadaycold.Brandneverbeintheshortterminventedtobealongprocessofaccumulation.Manyenterprisesdonotclearlyrecognizethispoint,attempttocreateabrandinashorttime,butignoredthelong-termplanningandstrategy.(2)BrandstrategyisasystematicTheimplementationofbrandstrategyisasystematic,enterprisestrategyandtheoveralldevelopmentofanimportantcomponentofcompetitivestrategy.Theimplementationofbrandstrategyistorelyontheiroverallqualityandoverallimageenhancement,theneedforscientificmanagementideaandsuperboperationalskills,butquitafewbrandplannerinthisregardwasparticularlypoorperformanceandimmediateimpactbranddevelopment,practicalworkintheemergenceofmanysucherrors:Ifthatjobistocreateabrandtotakeagoodbrandisdrawingasatisfactoryvisualsignsonly;Advertisingistheonlywaytocuoltivatewell-knownbrands,inadditiontoadbertisinginthemedia,big,theothernoattention;scaleenterpriseproductonceformed,well-knownbrandsonthenaturallyestablished;well-knownbrandisequivalerttohighprice,tobeunrealisticallyimprovetheproductprice.SomecompanieseventofurthrerinthebrandWrongOperationnothesitatetogiveuptheirownbrandbusiness,withforeigncompanies,brands,ortosellitsownbrandlow-costtransfer,suchasourpersentmorethan20million“threecapital”enterprises,there90%ofthejointventureusingtheforeignbrands;cleansilvertoothpastefctoryinGhuangzhouto2millionyuancheaptotransfertojointventuresandotherbrands,isonesuchoutstandingerampleoftheterribleconsequencesoftodayhasbecomeincreasinglyapparent-lostdomesticenterprisesownbrand,productandintellectualpropertyrights,nationalindustrialcompetitivenesslie!(3)Productistheenterprisecompetitiveadvantageinthemarketcanbequicklyimitatedbycompetitors,beyond,thebrandisinsurmountable,realandlastingcompetitiveadvantagecomesfrominnovation,inorderto“change”shouldbe“statusquo”Brandistheconcentratedexpressionofthecorecompetitiveness.Themarketisconstrantlychangingfaceofanybrandatanytimetobeoutofdanger.Toomuchemphasisontheexistingachievements,donotattachimportancetoinnovation,leadingtoalotofbrand-name“dismount”themajorreason.Coca-Cola’sformerchiefmarketingofficerSergioZyman,“thebrandisonlythecompanylogoproductsandservicesaredifferentfromcompetitors,isthemosteffectiveweapontoopenupthemarket,excellentbrandcanmakeyourproductstandout.”Productsphysicalproperties,quantity,price,quality,serviceisveryeasytomakeyourproductstandout.”Productsphysicalproperties,quantitiy,price,quality,serviceisveryeasytoimitatecompetitors,Erbrands,alongwiththeproductitself,alsoincludesanattatchedproducttoculturalbackground,emotional,consumercognitioninvisiblethings,sothatenterprisesYongYuanLiinthecompetitionundefeated.Consumerawarenessdecidingthefateofthebrandhasadirectimpactonconsumerawareness.Brandisthedifferencedecidingthefateofthebrandhasadirectimpactonconsumerawareness.Brandisthedifferencebetweenthemarketenterpriseimportantsymbolsisthebenchmarkforconsumerspendingtobrandasthecorehasbecomeacorporaterestructuringandreallocationofresourcesanimportantmechanism.Inaddition,enterprisesshouldlearnfromsuccessfulexiperiencesabroadtoenhancetheirdesignanddevelopmentcapability.Enterprisesshoulddaretochallengethenewtechnologyrevolutiontocreatetheirownbrand,andincreasemarketcompetitiveness;Wemustworkhardinthevalueofdifferentiationhasbeendirectlydeterminedtoachievethefinalproductsales,personalservicesareindispensable!2.Tostrengthenmarketing,improvebrandawareness,brandstrategywillbeorganicallyintegratedintheiroverallstrategytopromotetheoveralldevelopmentstrategy.Theimplementationofbrandmarketingisanimportantpartofthestrategy.Bychoosingtherightmarketingapproachcanbeeffectivelyusedtobrandahouseholdnamebrand,expandmarketshare.Brandstrategyisnotanisolatetask,buttheoveralldevelopmentstrategyandbusinessarecloselyrelated.Asuccessfulbrandnamesmorethanjustabranditsownthing,relatedtobusinessmanagementofallmajorstrategicdecision,thesemajorstrategicdecision,thesemajorstrategicdecisionswereconsciouslycarriedoutaroundtoexpand.翻譯：企業(yè)品牌戰(zhàn)略研究卡普費(fèi)雷爾，J.H2010年6月11日在經(jīng)濟(jì)全球化的今天，如何適應(yīng)國際化潮流，建立強(qiáng)勢品牌，提高競爭能力，已經(jīng)成為國內(nèi)企業(yè)面臨的迫切問題。本文在分析我國企業(yè)營銷品牌戰(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)營銷中的作用。企業(yè)需要綜合運(yùn)用多種競爭手段提高品意，搞好品牌定位，塑造良好品牌形象。一、日系品牌全線崩潰2006年11月22日上午，NEC宣布將推出2G及2.5G手機(jī)市場，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)廠商退出中國市場，日系手機(jī)除京瓷外幾乎全部退出中國2G手機(jī)市場的爭奪。如果我們總結(jié)今天的中國家電市場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)在中國的繁榮已經(jīng)漸行漸遠(yuǎn)。對于日系手機(jī)敗退，乃至日系家電走到中國市場的低谷，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，與另市場現(xiàn)實格格不入，難以適應(yīng)快速變化的中國市場;二是市場營銷能力弱，產(chǎn)品規(guī)劃能力不強(qiáng)，很難根椐自己對市場的判斷與預(yù)測推出迎合消費(fèi)需求的產(chǎn)品，一直處于跟風(fēng)的被動局面，無法滿足中國市場的需要;三是未能把握住產(chǎn)業(yè)轉(zhuǎn)型最佳時機(jī)，是日系家電企業(yè)失去市場主導(dǎo)地位的重要原因。日系企業(yè)在中國市場上走到邊緣是否引起我們民族企業(yè)的深思？欲走國際化路線的企業(yè)又是否從“日系企業(yè)”的背后吸取教訓(xùn)？二、我國企業(yè)實施品牌戰(zhàn)略的現(xiàn)狀分析處1、眾多昔日名牌“曇花一現(xiàn)”中外企業(yè)在市場上的品牌大戰(zhàn)，使剛剛成長起來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、擠垮，即使殘留下來的也是慘淡經(jīng)營，真正發(fā)展起來的極為有限。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，其后的品牌形象就一再下滑。2、品牌戰(zhàn)略已日漸引起國內(nèi)企業(yè)重視，政府的扶持自上世紀(jì)80年代改革以來，我國社會主義經(jīng)濟(jì)建設(shè)取得了令人矚目的成就，從計劃經(jīng)濟(jì)時代走向市場經(jīng)濟(jì)時代的中國企業(yè)，品牌經(jīng)營無從無到有。資料顯示，各地各級政府在對名牌的重視程度、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、沈陽等市對中國名牌企業(yè)的獎勵為100萬元，大連為300萬元，對獲省市名牌的企業(yè)獎勵為10萬元-20萬元。2007年1月8日至1月11日，第40屆國際消費(fèi)電子展（CES）在美國杜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。據(jù)了解，今年中國有4000人注冊參與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》評選為另消費(fèi)電子第一品牌。3、洋品牌的地位在多數(shù)行業(yè)仍是難以動搖的但是，我們也應(yīng)看到，面對市場上紛繁的產(chǎn)品，真正能讓消費(fèi)者脫口而出的國內(nèi)品牌屈指可數(shù)。隨著對外開放的深入，國際上一些大公司紛紛擠入中國市場，一時間中國市場上充斥著“索尼”、“可口可樂”、“飄柔”、“奔馳”等種種國際名牌，這些名目眾多的洋品牌猛烈地撞擊著中國的民族品牌。雖然在家電行業(yè)，以海爾品牌為首，“康佳”、“長虹”、“TCL”等國產(chǎn)名牌已發(fā)展得不錯，但同“索尼”、“松下”、“三星”等名牌相比，仍然存在競爭劣勢;在IT行業(yè)，“聯(lián)想”、“方正”、“長城”等品牌的競爭力都有明顯提高，但與歐美、日本等國的產(chǎn)品相比，品牌知名度仍有不足;在日用消費(fèi)品市場，“寶潔”、“利華”、“漢高”等國際公司已形成三足鼎立之勢。三、我國企業(yè)實施品牌戰(zhàn)略中存在的主要問題及誤區(qū)目前，中國品牌走向國際市場有著巨大的機(jī)遇和空間，品牌的國際化已紗可避免，然而品牌建設(shè)中也存在著不盡如人意的問題。我國企業(yè)實施品牌建設(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，品牌競爭能力不強(qiáng);品牌個性不足，缺乏創(chuàng)新和發(fā)展能力;生產(chǎn)和經(jīng)營規(guī)模偏小，品牌發(fā)展缺乏整體規(guī)劃;出口和國際經(jīng)營能力偏弱，品牌意識不強(qiáng);品牌定位不明確，存在較大的盲目性等一系列因素。從宏觀社會環(huán)境因素上講：社會機(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)，國家的產(chǎn)業(yè)政策，出口導(dǎo)向政策對不同的行業(yè)起著不同的促進(jìn)和限制作用，金融環(huán)境對于企業(yè)的投資能力和市場擴(kuò)張能力也有相當(dāng)重要的影響力。我國建立市場體制也有好多年了，雖有了很魘改善但仍不夠健全，有些方面還未真正適應(yīng)市場經(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)都是知名品牌公司，尤其注重品牌戰(zhàn)略的運(yùn)用，通過品牌這種全方位的輸出形態(tài)，跨國公司占領(lǐng)了國際市場，可以毫不夸張地說，而今，品牌已是跨國公司實現(xiàn)全球戰(zhàn)略目標(biāo)的銳利武器，是實現(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，是一個長期積累的過程。很多企業(yè)沒有清醒地認(rèn)識到這一點(diǎn)，妄圖在短時間內(nèi)創(chuàng)出一個名牌，而忽視了長遠(yuǎn)的規(guī)劃和戰(zhàn)略。2、品牌戰(zhàn)略一項系統(tǒng)工程品牌戰(zhàn)略的實施是一項系統(tǒng)工程，是企業(yè)整體發(fā)展戰(zhàn)略與競爭戰(zhàn)略的重要組成部分。品牌戰(zhàn)略的實施是企業(yè)整體素質(zhì)與整體形象的提高，需要有科學(xué)的經(jīng)營理念和高超的動作技巧，但國內(nèi)不少企業(yè)品牌策劃在此方面表現(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)建品牌工八就是給產(chǎn)品取個好名字，提高產(chǎn)品知名度或把產(chǎn)品包裝一下；好的品牌是個令人滿意的視覺標(biāo)志而已；廣告是培育知名品牌的唯一手段，除了在媒體上大肆做廣告外，其他別無關(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，必須不切實際地提高產(chǎn)品價格等。有的企業(yè)甚至在品牌低價出售轉(zhuǎn)讓，如我國現(xiàn)有20多萬個“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200萬元低價將品牌轉(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——喪失了本國企業(yè)自身品牌、產(chǎn)品與知識產(chǎn)權(quán)，民族產(chǎn)業(yè)競爭力究竟何在!3、產(chǎn)品是企業(yè)在市場中競爭