外文文獻(xiàn)翻譯---企業(yè)品牌戰(zhàn)略研究

1、<p><b>　　企業(yè)品牌戰(zhàn)略研究</b></p><p>　　Kapferer,J.H Strategic Brand Mnanagement [J]. Kogan Page,London</p><p>　　[J]. Marketing Science,2010(2):52-61.</p><p>　　在經(jīng)濟(jì)全球化的今天，如何

2、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。</p><p>　　一、日系品牌全線崩潰</p><p>　　2006年11月22日上午，NEC宣布將推出2G及2.5G手機(jī)市場

3、，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。</p><p>　　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)。</p><p>　　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：一是企業(yè)制度呆板，決策困難，反應(yīng)速度慢，

4、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。</p><p>　　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)？</p>

5、;<p>　　二、我國企業(yè)實施品牌戰(zhàn)略的現(xiàn)狀分析處</p><p>　　1、眾多昔日名牌“曇花一現(xiàn)”</p><p>　　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

6、空調(diào)，在1998年被科龍收購，其后的品牌形象就一再下滑。</p><p>　　2、品牌戰(zhàn)略已日漸引起國內(nèi)企業(yè)重視，政府的扶持</p><p>　　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。</p><p>　　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

7、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。</p><p>　　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

8、行業(yè)媒體《TWICE》評選為另消費(fèi)電子第一品牌。</p><p>　　3、洋品牌的地位在多數(shù)行業(yè)仍是難以動搖的</p><p>　　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

9、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。</p><p>　　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)

10、</p><p>　　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。</p><p>　　我國企業(yè)實施品牌建設(shè)存在的問題：</p><p>　　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

11、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。</p><p>　　

12、1、忽視品牌投資，急功近利</p><p>　　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。</p><p>　　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

13、累的過程。很多企業(yè)沒有清醒地認(rèn)識到這一點，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。</p><p>　　2、品牌戰(zhàn)略一項系統(tǒng)工程</p><p>　　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

14、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

15、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！</p><p>　　3、產(chǎn)品是企業(yè)在市場中競爭優(yōu)勢可以很快被競爭對手模仿、超越，而品牌卻難以逾越，真正持久的競爭優(yōu)勢來自于不斷創(chuàng)新，以“不變”應(yīng)“萬變”</p><p>　　品牌是核心競爭力的集中體現(xiàn)。市場是瞬息萬變的，任何品牌都面臨

16、著隨時被淘汰的危險。過于看重現(xiàn)有的成績，不重視創(chuàng)新，是導(dǎo)致很多品牌“下馬”的重要原因?？煽诳蓸饭厩叭问紫癄I銷官塞爾齊曼說，“品牌是唯一使公司產(chǎn)品和服務(wù)有別于競爭對手標(biāo)志，是開辟市場最有效的武器，優(yōu)秀的品牌可以讓你的品牌脫穎而出?！碑a(chǎn)品的物理屬性、數(shù)量、價格、質(zhì)量、服務(wù)等很容易被競爭對手模仿，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)識等無形的東西，使企業(yè)永遠(yuǎn)立于市場競爭的不敗之地。消費(fèi)者的認(rèn)知決定企業(yè)的命運(yùn)，

17、而品牌又直接的影響了消費(fèi)者的認(rèn)知。品牌是市場中企業(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。</p><p>　　四、民族企業(yè)在品牌國際化進(jìn)程中如何進(jìn)行品牌定位</p><p>　　1、以科技為后盾，樹立“質(zhì)量第一，以質(zhì)取勝”的經(jīng)營理念，品牌的時尚要素、個性化的突出。</p><p>　　產(chǎn)品質(zhì)量是創(chuàng)造名牌的基

18、石。產(chǎn)品的競爭力表現(xiàn)為品牌的競爭，而品牌競爭所依仗的則是產(chǎn)品的內(nèi)在質(zhì)量。一個品牌成長為品牌靠的是質(zhì)量，一個品牌在市場上倒牌也大多是因為質(zhì)量出了問題。所以，可以說，質(zhì)量是品牌生命之所系。</p><p>　　此外，企業(yè)還應(yīng)借鑒國外成功經(jīng)驗，提高自己的設(shè)計開發(fā)能。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)品的市場競爭能力，就必須在技術(shù)創(chuàng)造上下功夫。在世界個性化趨勢的變化中，顧客的價值體驗和差異化價值實現(xiàn)已經(jīng)直

19、接決定了產(chǎn)品的最終銷售，個性化服務(wù)不可或</p><p>　　2.強(qiáng)化市場營銷，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，并促進(jìn)整體戰(zhàn)略的發(fā)展。</p><p>　　市場營銷是實施品牌戰(zhàn)略中的重要一環(huán)。通過選擇正確的市場營銷方式，可以有效地利用品牌效應(yīng)讓品牌家喻戶曉，擴(kuò)大市場占有率。實施品牌戰(zhàn)略布施一項孤立的工作，而是與企業(yè)整體發(fā)展戰(zhàn)略息息相關(guān)的。一個品牌形象的塑造絕不僅僅是品牌

20、自身的事情，涉及到企業(yè)經(jīng)營管理的所有重大戰(zhàn)略決策，這些重大戰(zhàn)略決策都要自覺地圍繞品牌來進(jìn)行，來展開。</p><p>　　Brand Strategy Research</p><p>　　Kapferer,J.H Strategic Brand Mnanagement [J]. Kogan Page,London</p><p>　　[J]. Marketing

21、 Science,2010(2):52-61.</p><p>　　Economic globalization, how to adapt to international trends, establish, a strong brand and enhance our competitiveness, have become pressing issues facing enterprises. Based

22、 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 crea

23、te a good brand image.</p><p>　　Economic globalization,how to adapt to international trends,establish,a strong brand and enhance our competitiveness,have become pressing issues facing enterprises.Based on th

24、e 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

25、good brand image.</p><p>　　First, Japanese brands across the board defeat. </p><p>　　November 22,2006 morning, NEC announced that it would withdraw from 2G and 2.5mobile phone market ,which mean

26、s 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 i

27、n China out of contention.</p><p>　　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, Japanese ho

28、me 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

29、 the rapidly changing Chinese market;2 is weak in marketing ,product planning capacity is not strong ,it is d</p><p>　　Japanese companies come to the edge in the Chinese market is causing companies tothink d

30、eeply about our nation ? To make the internanational route and whether the enterprise of“Japanese Company”to the lessons learned behind?</p><p>　　Second, the brand strategy implementation in China the Curren

31、t Situation</p><p>　　Many old famous“flash in the pen”</p><p>　　Chinese and foreign enterprises in the Chinese market the brand war;just grow up to be a great impact on national brands. The last

32、 century, a little-know 80’s brand ,not being registered by trademark, is to be acquired, squeeze, even if the residue is hard going down really developed very limited.Here atypical case, the last century 80s to early 90

33、s,he worked in air conditioning sector hit wonders of the Warburg in 1998,was acquired Kelon,the subsequent deline in brand image is repeated.</p><p>　　Brand strategy has been an increasing emphasis on domes

34、tic enterprises caused the government to support.</p><p>　　Since the 80s of last century reform and opening up,China’s socialist econonomic construction has made remarkable achievements. From a planned econo

35、my to market economy era Chiness companies, brand management has grown out of nothing.</p><p>　　Information,local governments at all levels of emphasis on brand-name,organization promoting the efforts,polici

36、es measures have greatly ehangced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other cities on the Chinese famous erterprises incentives to 100 million,on Dali an 3 million Yuan ,on brand-name companies have been citie

37、s for the 100000yuan reward-200000yuan.</p><p>　　Japanese 8th 2009 year to Japanese 11th,the 40th International Consumer Electronics Show(CES) in Las Vegas Ventian hotel opening.National enterprises in the C

38、ES,we achieve superior results.</p><p>　　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

39、 are 327 exhibitors.Haier is the world’s most authoritative consumer electronics industry media “TWICE”named for the Chinese consumer electronics brand.</p><p>　　3.The status of foreign brands in most sector

40、s is still difficult to shake</p><p>　　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 numbe

41、r 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

42、the national brand in China.Although the appliance industry ,led by haier brand,“Konka”，“Changhong”，“TCL”and oth</p><p>　　Third,the brand strategy implementation in China Problems and Errors.</p><

43、p>　　Currently,Chinese brands have a huge international marker opportunity and space for international brands has been inevitable,but there are also brand building is not unsatisfactory.</p><p>　　Our Enter

44、prise Brand Building Problems：</p><p>　　Factors from the point of micro-enterprises themselves:there is a lace of technology development,brand competitiveness is not strong;brand personality,lack of innovati

45、on and development capacity;small-scale production and management,brand development lack of overall planning;ability of weak erports and internantional operations,Brand awareness is not strong;brand positioning is not cl

46、ear,there is a large range of factors such as blindness.Speaking from the macro social factors:social mechanisms </p><p>　　2.The current situation of global economic integration, the error of the brand strat

47、egy implementation</p><p>　　(1)Ignore the brand investment,profit-oriented</p><p>　　Background of economic globalization, international competition is increasingly reflected in the brand’s compe

48、tition, 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

49、 gradually occupationof the internantional market. it is no exaggeration to say that now,the brand has achieved global strategic objectives of transnational corporations </p><p>　　Rome was not built in a day

50、 cold .Brand never be in the short term invented to be a long process of accumulation. Many enterprises do not clearly recognize this point,attempt to create a brand in a short time,but ignored the long-term planning and

51、 strategy.</p><p>　　(2)Brand strategy is a systematic</p><p>　　The implementation of brand strategy is a systematic,enterprise strategy and the overall development of an important component of c

52、ompetitive 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 quit a few brand planne

53、r in this regard was particularly poor performance and immediate impact brand development ,practical work in the emergence of many such errors:If tha</p><p>　　(3)Product is the enterprise competitive advanta

54、ge 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”shouldbe “status quo”</p><p>　　Bran

55、d is the concentrated expression of the core competitiveness.The market is constrantly changing face of any brand at any time to be out of danger .Too much emphasis on the existing achievements,do not attach importance t

56、o innovation,leading to a lot of brand-name“dismount”the major reason.Coca-Cola’s former chiefmarketing officer Sergio Zyman,“the brand is only the company logo products and services are different from competitors,is the

57、 most effective weapon to open up the market,excellent b</p><p>　　In addition,enterprises should learn from successful exiperiences abroad to enhance their design and development capability.Enterprises shoul

58、d dare to challenge the new technology revolution to create their own brand, and increase market competitiveness; We must work hard in the value of differentiation has been directly determined to achieve the final produc

59、t sales,personal services are indispensable!</p><p>　　2.To strengthen marketing,improve brand awareness,brand strategy will be organically integrated in their overall strategy to promote the overall developm

60、ent strategy.</p><p>　　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 marke

61、t share.Brand strategy is not an isolate 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 majo