服装品牌文化

INTERNATIONAL FACTORING

ON THE BRAND STRATEGY AND COUNTERMEASURES

RESEARCH

By T.Bettina

With economic development and people's living standards, increasing the wealth of material and products, business competition from products and services, competition, to a higher stage of the competition 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 systematic research, only started in the late 1980s. In 1988, Philip. Morris and Nestle's 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 in 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-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 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 into 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 strategy 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 choice 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 visibility, 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 is 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 good 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 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. The 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 can 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.

Second, China's enterprises of the importance of brand strategy

Since the reform and opening up, China's economy has experienced sustained growth for decades. With the economy expanding and opening up, China's domestic market has been in

the international market has become an important component of China's 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 particular 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 implementation 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 attention 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. China's domestic enterprises to take part in market competition, 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 China's market economy reform, in particular China's accession to the WTO. China's all over 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 competition 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 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, China's entrepreneurs is incumbent upon the sacred mission.

China's major cities has been 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 Nestle, McDonald's 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 create a successful local brands. In contrast, China's 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 industry, 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 competition

With the reform and opening up of China's socialist market economy and building the prosperous development of China's 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 needs 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 formed 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 brand. 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 order to shift the main means of non-price competition. In the past, China's 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 mainstream 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 high 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 between 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 China's heated market competition, our international market competition, in 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 the international market competition, international operations.

关于国际品牌战略和对策的研究

作者：T.Bettina

随着经济的发展和人民生活水平的提高，物质生活更加丰富，企业之间的竞争已经从产品和服务的竞争转向更高阶段的品牌竞争。品牌是一个企业产品和服务的独特标记，在一定程度上也是一种标准和承诺。它是企业进入市场的商业许可证，也是消费者与企业之间的桥梁，又是企业市场定位的依据。

品牌战略与实践的系统研究，在20世纪80年代后期才开始。1988年，菲利普·莫

里斯公司和雀巢公司两大知名收购行为，使得品牌价值资产化得到市场正式确认，这标志着现代品牌时代的到来。中国企业近年来在品牌战略的理论和实践中取得了长足的进步和发展，但与西方发达国家相比还有很大的差距。推进品牌战略将有助于企业建立先进的市场观念，并强化市场意识。

一、品牌战略概念的相关分析

（一）品牌的定义和构成

最基本的品牌定义为被用来识别一个（或一群）供应商其产品质量和服务名称，术语，标记，符号或设计，或是它们的组合，并打算用来区别一个（或一群）供应商和其竞争对手。品牌包括品牌名称，商标和品牌标识。品牌，在本质上，代表卖方交付给买方的产品特征、利益和服务的一贯承诺，产品质量是品牌的最好保证。

品牌分为六个层面的含义：属性、利益、价值、文化、个性、用户。因此，最持久的品牌含义是它们的价值、文化和个性，包括视觉、情感、理念，它们构成了品牌的实质。

（二）品牌战略的定义和目的

品牌战略的定义正如其名称所暗示的，是以企业品牌的创建、使用和维护为核心，在对自身条件和外部环境分析的基础上，制定的整体业务的发展行动计划。从实践的角度来看，品牌战略是选择、包装、培训、推广和保护一个特定品牌，一步一步提升品牌知名度、信誉度，充分发挥品牌的名牌效应，并促进品牌和企业的发展和壮大。

品牌战略的主要目的是建立高知名度，高信誉度，更大的市场份额以及巨大的经济利益。

第一，高知名度。高知名度是企业产品和服务得以顺利销售的重要因素，同时也是巨大的无形资产。

第二，高信誉度。高信誉度是一个企业和所有的员工通过多年甚至几代人的艰苦奋斗，悉心经营所形成的企业和产品在市场上的消费者心目中的良好印象。对于消费者来说，高信誉度意味着高技术含量的质量和良好的服务水平；对合作企业和投资银行来说，高信誉度意味着企业是可靠和值得信赖的。在市场经济中，只有保证信誉，市场才会认可，企业才可以长期发展。

第三，更大的市场份额。市场份额从市场覆盖面和市场占有率考虑。企业通过品牌战略的实施，以提高品牌知名度、信誉度，增加企业产品和服务的市场份额，这是企业良好效益的保证。

第四，巨大的经济利益。成功的品牌战略可以使产品具有更大的销售市场，同时在

市场上可以比同类产品提出更高的销售价格。因此，名牌的产品和良好的服务能实现显著的销售额和更高的利润，为公司带来巨大的商业利润。

我们可以看到，品牌战略的直接目的是扩大本企业产品和服务在市场上的影响，从而提高市场占有率，并取得巨大的经济效益。从长远来看，品牌战略是为了实现品牌和企业成长和可持续发展。

二、中国企业品牌战略的重要性

改革开放以来，中国经济经历了几十年的持续增长。随着经济的不断扩大和开放，中国的国内市场已经成为国际市场的一个重要组成部分，中国企业参与国际竞争也已经发生了很大的变化。世界知名企业在竞争日益激烈和负载的中国市场，实施品牌战略，使中国品牌在国际竞争中面临着严峻的挑战。特别是加入世界贸易组织后，中国多数企业将与处于强势地位的外国竞争者面对面较量，越来越多的国外著名品牌将进入我们的生活。面对这一前所未有的品牌冲击，中国只有实施品牌战略，打造品牌企业和品牌产品，才能进入国际市场与国外品牌成为对手。另一方面，随着科学和技术的进步，消费者的需求水平不断提高，注重品牌，追求品牌，增加名牌消费现象日益明显，企业品牌战略的实施不仅有利于扩大市场份额，而且经济效益也比较大。中国国内企业要想参与市场竞争，只有实施品牌战略，提高企业竞争力。

（一）企业的发展必须推动品牌成长战略

随着中国市场经济的改革，特别是中国加入世界贸易组织后，中国各地原有的小企业系统在市场经济的冲击下，逐渐形成了跨区域经营的知名品牌。在市场竞争中，杂牌慢慢退出市场，一个行业往往由几大品牌控制，市场竞争成为极大品牌竞争。随着世界一流的国际品牌进入中国，国内品牌将失去原来的优势，面临更激烈的竞争。在这种情况下，一些国内知名品牌纷纷“易帜”，或被跨国公司收购或与国外品牌合资，国产品牌的位置被蚕食。选择和实施正确的品牌战略，以改善我们的产品和服务在国内市场上竞争力，一步一步地走向世界，与发达国家的世界知名企业相匹敌，是中国企业家义不容辞的神圣使命。

中国主要城市的消费者已经形成了强大的品牌消费意识，小型和中型城市和农村市场也逐渐提高品牌意识。年轻人以追求知名的消费品牌实现自我价值已经成为一种时尚，但是他们是从小消费国外品牌如雀巢、麦当劳所成长起来的，所以将追求国外品牌发展为时尚，这不能不让有识之士担心国内民族品牌问题。在中国市场，外资品牌通过合资、独资或各种方式如兼并和收购，建立一个成功的本土品牌。相比之下，中国除了开放较早、竞争较充分的行业，如家电、化妆品、食品和饮料行业的品牌发展较好，被

国家政策保护和限制的行业，真正有强势的品牌很少。如果不加强对品牌的重点保护，提升品牌成长这些领域的企业将不能够与外国企业竞争，无法获得发展。

（二）中国市场已形成品牌竞争

随着改革开放和中国社会主义市场经济建设的繁荣发展，中国的市场情况已经显著改变，显示了一下的发展趋势：从单一需求转向多样需求；从相同需求转向个性化需求；从贫困、温饱型需求转向富裕型需求。需求的改变需要供应也发生相应的变化，从而导致了企业间竞争加剧以及竞争方式的变化。在这种情况下，中国已逐步形成了品牌竞争的格局。

首先，企业之间的竞争内容已经从寻求资源优势和商品优势转向寻求技术优势和人才优势，技术和人才优势又将体现在品牌优势上。其结果是，经济进入了一个“相对过剩”的时代，资源的重要性已经下降，寻求品牌已成为众多企业实现长远发展的最紧迫的任务。

其次是竞争手段上逐步由以价格为基础的手段转向非价格手段。在过去，中国的市场竞争中企业之间的主要手段是打价格战。随着消费者需求由温饱型转向小康富裕型，质量低劣和价格低廉的商品已不再被主流消费者所接受，他们更注重的是品牌、质量、服务等非价格因素。虽然降价策略在一定的时间内是竞争对手处于不利的地位，但将促使企业自身倒下，造成两败俱伤的结果。而依靠高品质，创新的产品和优质的服务设立的品牌优势，是企业市场地位上升，提高经济效益，得以可持续发展。

最后，竞争的结构已不仅限于国内企业之间的竞争，而是国内与国外企业之间的多向竞争。中国改革开放后，发达国家的强大跨国公司大规模地进入中国市场，与当地企业在中国市场进行激烈竞争，使得中国市场竞争国际化，市场竞争日益激烈。因此，中国企业应利用有利条件，努力创建民族品牌与国外品牌相抗衡，以维护国家产业。只有在一个坚实的基础上，才能走出去参与国际市场竞争，展开国际化经营。