企业品牌战略研究外文文献及中文翻译(2)

Second, 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-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 a typical case, the last century 80s to early 90s , he worked in air conditioning sector hit wonders of the War burg in 1998,was acquired Kelon,the subsequent decline in brand image is repeated.

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,China’s socialist economic construction has made remarkable achievements. From a planned economy to market economy era Chinese companies, brand management has grown out of nothing.

Information,local governments at all levels of emphasis on brand-name,organization promoting the efforts,policies measures have greatly enhanced Qingghai, ShenZhen, Wuhan, Ningbo, Shenyang and other cities on the Chinese famous enterprises incentives to 100 million,on Dali an 3 million Yuan ,on brand-name companies have been cities for the 100000yuan reward-200000yuan.