毕业论文外文翻译-关于当代品牌战略与对策的思考发展概况前景.doc

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1、关于品牌价值的外文文献原文以及翻译译文INTERNATIONAL FACTORINGON THE BRAND STRATEGY AND COUNTERMEASURES RESEARCHBy T.BettinaWith economic development and peoples living standards, increasing the wealth of material and products, business competition from products and services, competition, to a higher stage of the compe

2、tition between brands. Brand is both a business products and services unique to the mark, to some extent also is a standard and commitment. It is a business permit to enter the market and consumers a bridge between the enterprises are relying on market positioning. Brand strategy and practice of sys

3、tematic research, only started in the late 1980s. In 1988, Philip. Morris and Nestles acquisition of two well-known, so that the brand value of the assets of the market to be officially confirmed, marking the modern era of the brand. Chinese enterprises in the theory and practice of brand strategy i

4、n recent years has made considerable progress and development, but the West still a big gap compared with developed countries. Promoting the brand strategy will help enterprises establish an advanced view of the market, and strengthen the awareness of the market. First, the concept of brand strategy

5、-related analysis (A) the definition of brand and constitute The most basic brand is defined as one intended to be used to identify (or group) vendor in terms of quality products and services names, terms, mark, symbol or design, or their combination, and intended to be used to distinguish one (or a

6、 group) and its vendor Competitors. Brands include brand names, trademarks and brand logo. Brand, in essence, represents the seller to the buyer on the delivery of the product features, benefits and services, consistent commitment to the brand is the best guarantee of quality. The brand is divided i

7、nto 6 levels of meaning: attributes, interests, values, culture, personality, the user. Therefore, the most durable brand is the meaning of their values, cultures and personalities, including visual, emotional, the idea that they constitute the essence of the brand. (B) the definition of brand strat

8、egy with the aim of Brand Strategy, as its name implies, is the corporate brand to create, use and maintenance of the core, in its analysis of conditions and the external environment on the basis of the development of the overall business plan of action. From the practical point of view, is the choi

9、ce of brand strategy, packaging, training, promotion and protection of a particular brand, reputation make it step by step and give full play to the effects of brand-name brands and companies to promote their own development and growth. The main purpose of the brand strategy is to create high visibi

10、lity, high credibility, and a larger market share enormous economic benefits. First, high visibility. High-profile corporate products and services to smooth the sale an important factor in business and a great intangible asset. Secondly, the high degree of credibility. A high degree of credibility i

11、s a business and all employees and even years of hard struggle of several generations, well-formed operation of the enterprises and products in the market a good impression on the minds of consumers. To the consumer, the high degree of credibility means that the quality of high-tech content and a go

12、od level of service; cooperation of enterprises and banks, financing, a higher degree of redibility means that reliable and trustworthy. In a market economy, only about reputation, business can be the main market recognition can be long-term development. Thirdly, a larger market share. Market share

13、from the market coverage and market share both to consider. Corporate brand through the implementation of the strategy, to increase brand awareness, reputation, business products and services to increase market share, which is good business to ensure effective. Fourth, the huge economic benefits. Th

14、e success of the brand strategy can make the product more of the sales market, but also in the market than similar products of a higher sale price. As a result, brand-name products and good services to achieve significant sales and higher profits for companies bring in huge commercial profits. We ca

15、n see that the brand strategy is to expand the direct purpose of the enterprise products and services in the market, so as to increase market share and achieved great economic benefits. In the long run, the brand strategy is to achieve the brand and grow the business and sustainable development. Sec

16、ond, Chinas enterprises of the importance of brand strategy Since the reform and opening up, Chinas economy has experienced sustained growth for decades. With the economy expanding and opening up, Chinas domestic market has been in the international market has become an important component of Chinas

17、 enterprises to participate in international competition means great changes have taken place. World-renowned enterprise in an increasingly competitive and complex Chinese market, the implementation of brand strategy, brand China is facing severe challenges in international competition. In particula

18、r after the accession to the WTO, China will be in the majority of enterprises with foreign competitors in a powerful position face-to-face contest, a growing number of famous foreign brands will enter into our life. In the face of this unprecedented impact on the brand, China is only the implementa

19、tion of brand strategy, create brand and corporate brand products in order to enter the international market and international market competition with foreign brand rivals. On the other hand, with progress in science and technology, consumer demand and continuous improvement in the level and pay att

20、ention to brand, the pursuit of brand and increase brand-name consumer phenomenon is increasingly clear, the implementation of corporate brand strategy is not only conducive to the expansion of market share, but also more Large economic benefits. Chinas domestic enterprises to take part in market co

21、mpetition, and only the implementation of brand strategy in order to enhance the competitiveness of enterprises in the competition. (A) business development must be to promote the growth of the brand strategy As Chinas market economy reform, in particular Chinas accession to the WTO. Chinas all over

22、 the original system of small businesses, the impact of a market economy, gradually formed a number of cross-regional business and the well-known brands. In the competition, non-brand-name slowly out of the market, an industry often controlled by a few big brands, market competition into a major com

23、petition between brands. With the world-class international brands to enter China, domestic brands will lose the advantages of the original, faced with severe competition. In this case, the number of domestic famous brands have Yi Zhi, or the acquisition by multinational companies, or joint ventures

24、 with foreign brands, domestic brands positions are nibbled away. The right to choose and implement the brand strategy to improve our products and services in the domestic market, step by step into the world, with the developed countries of the world famous enterprises match, Chinas entrepreneurs is

25、 incumbent upon the sacred mission. Number of national brand value of the industry (1,000,000 U.S. dollars) Coca-Cola Beverage 83845 U.S. 1 2 U.S. Microsoft software 56,654 U.S. 3 IBM computer 43781 4 General Electric of the United States diversified 33,520 5 Ford Motor of the United States 33197 6

26、Disney entertainment of the United States 32,275 7 INTEL U.S. computer 30021 8 McDonalds 26,231 U.S. Food 9 AT & T of the United States Telecom 24181 10 Marlboro 21,048 U.S. tobacco 11 NOKIA Finland Telecom 20694 Mercedes-Benz car 12 Germany 17781 13, Switzerland Nestle Beverage 17595 Hewlett-Packar

27、d computer 17132 U.S. 14 15, Guillermo personal belongings of the United States 15,894 16 KODAK image of the United States 14830 17 ERISSION Swedish telecommunications 14,766 18 SONY Japanese electronics 14231 19 U.S. financial services 12,550 American Stock Exchange 20 TOKYO Japan Automobile 12,310

28、 Table 2-1 World brand value of the top 20 list (Source: You Shangbiao, it is not hard to see that the size of the value of the brand also reflects the brand owner (or group of transnational corporations) in the global enterprise or industry position and competitiveness. Chinas major cities has been

29、 a strong consumer brand awareness of the consumer, small and medium-sized cities and rural markets have gradually enhance brand awareness. Young people to pursue well-known consumer brands to achieve self-worth, has become a fashion, but they are small in the consumption of foreign brands such as N

30、estle, McDonalds grow up so as to pursue the development of foreign brands for fashion, which can not have Sighted people for the national brand of domestic concerns. In the Chinese market, foreign brands through joint ventures, wholly or in a variety of ways, such as mergers and acquisitions, to cr

31、eate a successful local brands. In contrast, Chinas opening up, in addition to an earlier, compared with full competition in the industry, such as household appliances, cosmetics, food and beverage industries better than brand development, the protection of national policy and restrictions on the in

32、dustry, the real strength of the brand little. If you do not go on this way to strengthen the focus on brand protection, brand promotion of growth in these areas would not be able to enterprises and foreign enterprises to compete, can not be developed. (B) market in China has become the brand compet

33、ition With the reform and opening up of Chinas socialist market economy and building the prosperous development of Chinas market situation has changed dramatically, showing the following trends: from a single-system to the needs of the diverse needs of change; by the identical to the individual need

34、s of demand Change; by the type of poverty, food and clothing needs-to-well-off, rich-changing needs. Require a change in demand for a corresponding change in supply, which led to the need to intensify competition among enterprises and changes in the way, in such circumstances, China has gradually f

35、ormed the pattern of brand competition. First of all, competition among enterprises has been content to seek resources, the advantage into a commodity to seek technical advantages, strengths and talent brand, and technology, human resources advantages will ultimately have to be reflected in the bran

36、d. As a result, the economy entered a relative surplus of the times, the importance of resources has declined to seek brand has become a large enterprise to achieve long-term development of the most urgent task. This was followed by gradual means of competition on price-based competition means, in o

37、rder to shift the main means of non-price competition. In the past, Chinas market price war among enterprises is the main means of competition, but consumer demand as by the type of food and clothing to the well-off-the-well-off change in the quality of goods at low cost is no longer subject to main

38、stream consumers, they are more important Is the brand, quality, service and so on non-price factors. Although the price reduction strategy in a certain period of time so that competitors at a disadvantage, but it will benefit their own business down, resulting in a lose-lose outcome. And rely on hi

39、gh quality, innovative products and superior service set up by the brand advantage, the enterprise market will rise, increasing economic efficiency, sustainable development of the enterprise. Finally, the structure of the competition has been limited to domestic competition among enterprises, to bet

40、ween domestic and foreign enterprises to compete more. Since China opened the door, a number of powerful multinational corporations in developed countries to enter the Chinese market on a large scale, with local enterprises in Chinas heated market competition, our international market competition, i

41、n an increasingly competitive market. As a result, Chinese enterprises should use the favorable conditions for local enterprises, and strive to create a national brand, with foreign brands and fight to safeguard national industries. Only after a firm footing in order to get out, to participate in th

42、e international market competition, international operations.关于当代品牌战略与对策的思考发展概况前景 作者：T.贝蒂娜 随着经济的发展和人们生活水平的提高，物质产品的日益丰富，企业经营的竞争已由产品的生产和服务的竞争，转向更高阶段的品牌之间的竞争。品牌既是企业产品和服务的特有标志，在某种程度上又是一种标准和承诺。它既是企业进入市场的通行证和消费者之间的桥梁，又是企业定位市场的依托。 品牌战略的系统研究和实践，仅起步于八十年代末。一九八八年，菲利浦.莫里斯公司和雀巢公司的两大著名收购行动，使品牌价值资产化得到市场正式确认，标志着现代品

43、牌时代的来临。中国企业的品牌战略理论和实践近年取得了长足进步和发展，但与西方发达国家相比还有很大差距。大力推行品牌战略，有助于树立企业先进的市场观，强化企业的市场主体意识。 一、品牌战略相关概念解析 （一）品牌的定义与构成 品牌最基本的定义是指打算用来识别一个(或一群)卖主的质物和劳务的名称、术语、记号、象征或设计、或其组合，并打算用来区别一个(或一群)卖主和其竞争者。品牌包括品牌名称、品牌标志和商标。品牌在本质上代表着卖者对交付给买者的产品特征、利益和服务的一贯性的承诺，最佳品牌就是质量的保证。 品牌的含义分为6个层次：属性、利益、价值、文化、个性、用户。因此品牌最持久的含义是其价值、文化和

44、个性，包含视觉、情感、理念，它们构成品牌的实质。 （二）品牌战略的定义与目的 品牌战略，顾名思义，是企业以品牌的营造、使用和维护为核心，在分析研究自身条件和外部环境的基础上所制定的企业总体行动计划。从实际操作来看，品牌战略就是选择、包装、培育、宣传和保护某一品牌，使之逐步享有盛誉，并充分发挥名牌效应来促进品牌和企业本身发展壮大的过程。 品牌战略的主要目的就是要创造极高的知名度、较高的信誉度、较大的市场份额和巨大的经济效益。 第一，极高的知名度。高知名度是企业产品和服务得以顺畅销售的重要因素和企业一笔巨大的无形财富。 第二，较高的信誉度。高信誉度是企业经营者和全体员工多年乃至几代人艰苦奋斗、精心

45、经营所形成的本企业及产品在市场消费者心目中的良好印象。对消费者而言，较高的信誉度意味着质量、高技术含量和良好的服务水平；对合作企业和提供资金的银行而言，较高的信誉度意味着可靠和值得信赖。在市场经济条件下，只有讲究信誉，企业才能得到市场主体的认同，才能得到长远的发展。 第三，较大的市场份额。市场份额可以从市场覆盖面和市场占有率两个方面考虑。企业通过品牌战略的实施，能够在提高企业品牌知名度、信誉度的同时，增加企业产品和服务的市场份额，而这正是企业取得良好效益的保证。第四，巨大的经济效益。成功的品牌战略可以使产品有较大的销售市场，而且能够在市场上以比同类产品更高的价格出售。因此，名牌产品和良好的服务

46、能够实现巨大的销售额和高额的利润，给企业带来丰厚的商业利润。 可以看出，品牌战略的直接目的就是扩大企业产品和服务在市场中的影响，借以增加市场份额，取得巨大经济利益。从长远来看，品牌战略则是要实现品牌和企业的壮大和持续发展。 二、我国企业实施品牌战略的重要性 自改革开放以来，中国经济经历了持续几十年的高速增长。随着经济开放的不断扩大，我国国内市场己经成为国际市场的一个重要组成部分，我国企业参加国际竞争的涵义发生了很大变化。世界知名企业在竞争日益激烈和复杂的中国市场上实施品牌战略，中国的品牌正面临严峻的国际竞争的挑战。特别是加入WTO以后，我国大多数企业将处于同国外的强大竞争对手面对面较量的境地，

47、越来越多的外国著名品牌将进入到我们的生活当中。面对这前所未有的品牌冲击，我国只有实施品牌战略，造就品牌企业和品牌产品，才能走进国际市场，参与国际市场的大竞争，与外国品牌一争高下。另一方面，随着科学技术的进步，消费者需求层次的不断提高，注重品牌，追求品牌，增加名牌消费的现象日益明显，因此企业推行品牌战略不仅有利于扩大市场占有率，而且能取得更大的经济效益。我国企业要参与国内市场竞争，也只有实施品牌战略，才能增强企业的竞争力，在竞争中立于不败之地。（一）企业要想发展必须推进品牌成长战略 随着我国市场经济体制改革的进行，特别是我国加入WTO。我国各地原有的小而全的企业体系，在市场经济的冲击下，逐渐形成

48、了一些跨地区跨行业的知名企业和知名品牌。在竞争中，杂牌缓慢地退出市场，一个行业往往由几大品牌控制，市场竞争变成几大品牌之间的竞争。随着世界级的国际名牌进入中国，国内名牌就失去了原有的优势，面临着严峻的竞争形势。在这种情形下，一些国内名牌纷纷“易帜”，或是被跨国公司收购，或是同洋品牌合资经营，国内名牌的阵地不断被蚕食。选择和实施正确的品牌战略，提高我国产品和服务在国内市场上的竞争力，逐步走向世界，与发达国家企业的世界名牌相抗衡，已是我国企业家们义不容辞的神圣使命。序号 品牌 国家 行业 价值（百万美元） 1 可口可乐 美国 饮料 83845 2 微软 美国 软件 56654 3 IBM 美国 计算机 43781 4 通用电气 美国 多种经营 33520 5 福特 美国 汽车 33197 6 迪斯尼 美国 娱乐 32275 7 INTEL 美国 计算机 30021 8 麦当劳 美国 食品 26231 9 AT&T 美国 电信 24181 10 万宝路