企业品牌战略研究外文文献及中文翻译(3)

Japanese 8th 2009 year to Japanese 11th,the 40th International Consumer Electronics Show(CES) in Las Vegas Venetian hotel opening.National enterprises in the CES,we achieve superior results.

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 are 327 exhibitors.Haier is the world’s most authoritative consumer electronics industry media “TWICE”named for the Chinese consumer electronics brand.

3.The status of foreign brands in most sectors is still difficult to shake 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 number of big companies have to squeeze into the Chinese market,Chinese market,a time filled with“Sony”,“Coca-Cola”，“rejoice”，“Benz”and various other international brands,many of these names foreign brands violently hitting the national brand in China. Although the appliance industry ,led by Haier brand,“Konka”，“Changhong”，“TCL”and other domestic brands have developed well,but with the “Sony”,“Panasonic”“Samsung”and other brands,they are still there competitive disadvantage ; in the IT industry,“Lenovo”，“Founder”，“Great Wall”and the brand's competitiveness has improve significantly , but with Europe and the United States , Japan and other countries compared to ,brand awareness is still insufficient;in Consumer Goods market,“P＆G”，“Oliver”，“Henkel”，and other international companies have formed the three pillars.

Third,the brand strategy implementation in China Problems and Errors. 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.

Our Enterprise Brand Building Problems：

Factors from the point of micro-enterprises themselves:there is a lace of technology development,brand competitiveness is not strong;brand personality,lack of innovation and development capacity;small-scale production and management,brand development lack of overall planning;ability of weak exports and international operations,Brand awareness is not strong;brand positioning is not clear,there is a large range of factors such as blindness.Speaking from the macro social factors:social mechanisms need to be improved,policies and regulations support the need to further strengthen the country’s industrial policy,export-oriented policies for different sectors play different role in the country’s industrial policy,export-oriented policies for different sectors play different role in the promotion and limitation,the financial environment for business investment capacity and market expansion ability and the important influence.The establishment of market system in China has for many years,despite a significant improvement but still not perfect,there still has not really adapt to the market economy,consumer psychology has not yet fully

mature.

2.The current situation of global economic integration, the error of the brand strategy implementation

(1)Ignore the brand investment,profit-oriented

Background of economic globalization, international competition is increasingly reflected in the brand’s competition, 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 gradually occupation of the international market. it is no exaggeration to say that now,the brand has achieved global strategic objectives of transnational corporations sharp weapon,is an important means to achieve capital expansion.

Rome was not built in a day 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 strategy.

(2)Brand strategy is a systematic

The implementation of brand strategy is a systematic,enterprise strategy and the overall development of an important component of competitive 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 planner in this regard was particularly

poor

performance

and

immediate

impact

brand

development ,practical work in the emergence of many such errors:If that job is to create a brand to take a good name to the product ,improve product awareness,or what the product packaging ; good brand is drawing a satisfactory visual signs only; Advertising is the only way to cultivate well-known brands,in addition to advertising in the media ,big,the other no attention;scale enterprise product

once

formed,well-known

brands

on

the

naturally

established;well-known brand is equivalent to high price,to be unrealistically improve the product price.Some companies even to further in the brand Wrong Operation not hesitate to give up their own brand business,with foreign

companies,brands,or to sell its own brand low-cost transfer,such as our present more than 20 million“three capital”enterprises,there 90% of the joint venture using the foreign brands;clean silver toothpaste factory in Guangzhou to 2 million yuan cheap to transfer to joint ventures and other brands,is one such outstanding example of the terrible consequences of today has become increasingly apparent-lost domestic enterprises own brand,product and intellectual property rights,national industrial competitiveness lie!

(3)Product is the enterprise competitive advantage in the market can be quickly imit …… 此处隐藏：7509字，全部文档内容请下载后查看。喜欢就下载吧 ……