企業(yè)網(wǎng)絡營銷策略的面對機遇和挑戰(zhàn)品牌管理的特殊的問題[外文翻譯]

1、標題：EmarketingStrategyofChallengesOpptunitiesFacingBrManagement:AnIntroductiontotheSpecialIssue原文：InvestExpectationsBrEquityBrmanagersmaybesubjecttothewhimsofskittishinvestsdevotedtoquarterlyearningsstatements.Unprecedent

2、edlevelsofmergeracquisitionactivityonWallStreetinthelate1980softeninvolvingleveragedbuyoutsloadedbuyingcompaniestheirmanagerswithheavydebt.Squeezedbypressurefrominvestslendinginstitutionsbrmanagershavefeltpressuresto(1)p

3、roduceshttermcashflowstomeetdebtcoverage(2)producesteadypredictablegrowthinearnings(3)justifyhowwhytheyexpectinvestmentsinmarketingstrategiestoaddvaluetothecompany.Theyhaverespondedinpredictablewaystoenhanceshttermcashfl

4、ows.Firstbrpricesincreasedfasterthaninflationacrossmanyproductcategiesincreasingthevulnerabilityofnationalbrstogrowthbyprivatelabelsofsimilarquality.Thisledto“MarlboFriday“(April21993)whenPhilipMrisdramaticallyreducedpri

5、cestostaveoffcompetitionfromlowerpricedcigarettessetaprecedentfotherfirms(Giles1993).Secondasnotedbrmanagershaveincreasedrelianceontradeconsumerdiscountswhilereducingspendingonadvertising.Becauseofslowdecayintheshttermcu

6、tsinadvertisinghavefallenstraighttothebottomline.Advertisingsshareofthemarketingbudgethasshifteddownwardfromover60%tolessthanonethird(LlerSchillerTherrien1991).Somemarketersmaintainthatadvertisingbuildslongtermprofitabil

7、itythroughimagedifferentiationwhereaspromotionsdilutebrvaluebyfocusingonpricediscountsratherthanaproductsdistinctivefeaturesbenefits.Othersquestionthelongtermvalueofadvertising(alwaysdifficulttomeasureprecisely)focusonth

8、evisibleabilityofpromotionstoaffectsales.BouldingLeeStaelin(1994)provideevidencefthelongtermbenefitsofadvertisingsalesoverpromotionsincreatingproductdifferentiationpossiblyresolvingthecontroversy.consumersjudgmentsregard

9、ingfutureextensions.Theirresearchsuggeststhatbrextensionsuccessisaffectedbytheptfolioofproductsassociatedwiththebrextendingintomanydifferentproductcategiesmaybebeneficialfabrsolongasthevarianceinqualityremainslowthrougho

10、uttheptfolio.Alsothebrmanageroftencanimplementlineextensionsinwhichminvariantsofasingleproductaremarketedunderthesamebrname.ResearchreptedbyReddyHolakBhat(1994)assemblesanextensivecrosssectionaltimeseriesdatabasefromavar

11、ietyofsourcesusingeconometricanalysesempiricallyinvestigatesthedeterminantsofsuccessflineextensionsinthecigaretteindustry.Theauthsnotetheconsistencyoftheirempiricalfindingswithpropositionsthatpreviouslyhadbeenbasedonexpe

12、rimentsarguedprimarilyonconceptualgrounds.TheyalsoprovidefurthersupptftheconclusionofDacinSmiththatwhenmanagedwellextensionshelpinbuildingequity.Fbrmanagementgenerallyprobablythemostpositiveoutcomeofrecentmergerbuyoutact

13、ivityisthatcpatemanagersnowincreasinglyrecognizebrsascriticalassets.Brmanagementisafmalcomponentofcpatestrategy.SaraLeefexamplehasmadebuildingbrequityamajcpategoal.Thecompanyhasmasteredtheartofapplyingitsbrmanagementskil

14、lsinmarketsthattraditionallyhavebeenfragmenteddominatedbyprivatelabels.Itbuysleadingbrsgraduallybuildsbrstrengthsultimatelyto“own“theproductmarketfexamplethecompanyhasnurturedhighprofilebrslikePlaytexHanesinthepackagedap

15、parelmarket.ThisemphasisonbuildingthenleveragingbrequityfgreaterprofitabilityhasenabledSaraLeetoutilizeitscecompetence(brmanagement)inmarketsfarremovedfromitsiginsinpackagedfoods.Tylenolhasbeenabletoleverageendsementsfro

16、mmedicalprofessionalstodevelopanimageofsafety“gentlenessonthestomach.“Itownsover70%oftheacetaminophenmarketdespiteotherchemicallyidenticalproductssellingfconsiderablyless.AakerJacobson(1994)fromtheirstudyoftheeffectofper