企业品牌战略规划外文翻译

企业品牌战略规划外文翻译

(文档含中英文对照即英文原文和中文翻译）

Brand Strategy Research

Kapferer.J.H Strategic Brand Management [J].Kogan Page, London

[J].Marketing Science,2010(2):52-61.

Economic globalization, how to adapt to international trends, establish, a strong brand and enhance our competitiveness, have become pressing issues facing enterprises. Based on the analysis of the development of corporate marketing brand strategy in enterprise marketing role. Enterise needs to sue a variety of means of competition to increase brand awarenss, improve brand positioning, an create a good brand image.

First, Japanese brands across the board defeat.

November 22,2006 morning, NEC announces that it would withdraw from 2G and 2.5mobile phone market, with means that, following Sharp, Panasonic, Toshiba, Mitsubishi, Sanyo, a Japanese mobile phone manufacturers later withdraw from the Chinese market, Japanese mobile phone has almost all except Kyocera 2G mobile phone market in China out of contention.

If we sum up the Chinese household appliance market，today any different from ten years ago，I think the biggest difference is that Japanese companies in China, Japanese home appliance market downturn, the following main reasons: First, rigid enterpris system, decision-marketing difficult, the reaction was slow, incompatible with the reality of the Chinese market; Second is weak in marketing, product planning capacity is not strong, it is difficult to judge according to their market lacunch to meet consumer demand; Third, failure to grasp the industry best time to transition is the Japanse home appliance companies lose an important reason for market dominance.

Japanese companies come to the edge in the Chinese market is causing companies think deeply about our nation? To make the international route and whether the enterprise of “Japanese Company” to the lessons learned behind? Second, the brand strategy implementation in China the Current Situation Many old famous “flash in the pen”.

Chinese and foreign enterprises in the 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 theresidue is hard going down really developed very limited. Here atypical case, the last century 80s to early 90s,he worked in air conditioning sector hit wonders of the Warburg in 1998,was acquired Kelon, the subsequent deline 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 econonomic construction has made remarkable achievements. From a planned economy tomarket economy era Chiness companies, brand management has grown out of nothing.

Information, local governments at all levels of emphasis on brand-name, organization promoting the effort, policies measures have greatly ehangced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other cities on Chinese famous erterprises incentives to 100 millon, on Dali an 3 million Yuan,

on brand-name companies have been cities for the 100000yuan reward-200000yuan.

Japanese 8th2009 year to Japanese 11th,the 40th International Cousumer Electronics Show(CES) in Las Vegas Ventian 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 worl d’s most authoritative 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 blueted 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 internantional brands, many of these names foreign brands violently hitting the national brand in China. Although the appliance industry, ed by haire brand, “Konka”, “Changhong”, “TCL” and other dometic brands have developed well,but with the “Sony”, “Panasonic” ,“Samsung” and other brands, they are still there compe titive disadvangtage; in the IT industry, “Lenovo”, “Founder”, “GreatWall” and other countries compared to, brand awareness is still insurfficient; 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 market opportunity and space for international brands has been inevitable, but there are also brand building is not unsatisfactory.

Our Enterprise Brand Building Problems:

Fators from the point of micro-enterprises themselves: there is a lace of technology development capacity; small-scale production and manahement,brand development lack of overall planning; ability of weak erports and international operations, Brand awareness is not strong;brabd 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, policy, exort-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 brand strategy, brand such a full range of output through the form of multinational corporations gradually occupationof the international market. It is no exaggeration to say that now, the brand has achieced global strategic objectives of transnational corporations sharp weapon, is an important means to cheieve 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 emplementation of brand strategy is not 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 no create a brand to take a good brand is drawing a satisfactory visualsigns only; Advertising is the only way to cuoltivate well-known brands, in addition to adbertising in the media, big, the other no attention; sacle enterprise product once formed, well-known brands on the naturally established; well-known brand is equivalert to high price, to be unrealistically improve the product price. Some companies, brands, or to sell its own brand low-cost transfer, such as

our persent more than 20 million “three capital” enterprises, there 90%of de joint wenture using the foreign brands; clean silver toothpaste fctory in Guangzhou to 2 million yuan cheap to transfer to joint ventures and other brands, is one such outstanding erample of the terrible consequences of today has become increasingly apparent-lost dometic ernterprises own brand, product and intellectual property rights, national industrial competitiveness lie!

(3)Product is the enterprise competitive advantage in the market can be quickly imitated by competitors, beyond, the brand is insurmountable, real and lasting competitive advantage comes from innovation, in order to “change” should be “status quo”.

Brand is the concentrated expression of the core competitiveness. The market is constrantly changing face of any brand at any time to be out of danger. Too much emphasis on the existing achievements, do not attach importance to innovation, leading to a lot of brand-name “dismount” the major reason. Coca-Cola’s former chiefmarketing officer Sergio Zyman, “the brand is only the company logo products and services are different from competitors, is the most effective weapon to open up the market, execellent brand can make yo ur product stand out. “Products physical properties, quantitiy, price, quality, service is very easy to imitate competitors, Er brands, along with the product itself, also includes an attached product to cultural background, emotional, consumer cognition invisible things, so that enterprises Yong Yuan Li in the competition undefeated. Consumer awareness deciding the fate of the brand has a direct impact on consumer awareness deciding the fate of the brand has a direct impact on consumer awareness. Brand is the difference between the market enterprise important symbols is the benchmark for consumer spending to brand as the core has become a cor porate restructuring and reallocation of resources an important mechanism.

In addition, enterprises should learn from successful experiences abroad to enhance their design and development capability. Enterprises should dare to challenge the new technology revolution to create their own brand, and increase market competitiveness; We must work hard in the value of differentiation has been directly determined to achieve the final product sales, personal services are indispensable!

2.To strengthen marketing, improve brand awareness, brand strategy will be organically integrated in their overall strategy to promote the overall development strategy.

The implementation of brand marketing is an important part of the strategy. By choosing the right marketing approach can be effectively used to brand a household name brand, expand market share. Brand strategy is not an isolate task, but the overall development strategy and business are closely related. A successful brand names more than just a brand its own thing, related to business management of all major strategic decision, these major strategic decision, these major strategic decisions were consciously carried out around to expand.

译文：

企业品牌战略研究

Kapferer.J.H Strategic Brand Management [J].Kogan Page, London

[J].Marketing Science,2010(2):52-61.

在经济全球化的今天，如何适应国际化潮流，建立强势品牌，提高竞争能力，已经成为国内企业面临的迫切问题。本文在分析我国企业营销品牌发展状况的基础上，从品牌战略的内涵与其功能意义入手，探讨了品牌战略在企业营销中的作用。企业需要综合运用多种竞争手段提高品质，搞好品牌定位，塑造良好的品牌形象。

一、日系品牌全线崩溃

2006年11月22日上午，NEC宣布将推出2G及2.5G手机市场，这意味着继夏普、松下、东芝、三菱、三洋之后又一家手机厂商退出中国市场，日系手机除京瓷外几乎全部退出中国2G手机市场的争夺。

如果我们总结今天的中国家电市场与十年前有什么不同的话，我想，最大的不同就是，日系企业在中国的繁荣已经渐行渐远。

对于日系手机败退，乃至日系家电走到中国市场的低谷，主要原因有以下几点：意识企业制度呆板，决策困难，反应速度慢，与另市场现实格格不入，难以适应快速变化的中国市场；二是市场营销能力弱，产品规划能力不强，很难很据自己对市场的判断与预测推出迎合消费者需求的产品，一直处于跟风的被动局面，无法满足中国市场的需要；三是未能把握住产业转型最佳时机，是日系家电企业失去市场主导地位的重要原因。

日系企业在中国市场走到边缘是否引起我们民族企业的深思？欲走国际化路线的企业又是否从“日系企业”的背后吸取教训？

二、我国企业实施品牌战略的现状分析

1、众多昔日名牌“昙花一现”

中外企业在市场上的品牌大战，使刚刚成长起来的民族品牌受到极大的冲击。上世纪80年代稍有知名度的品牌，不是被抢注商标，就是被收购、挤垮，既是残留下来的也是惨淡经营，真正发展起来的极为有限。这里典型的案例，上世纪80年代至90年代初期，曾在空调界创下奇迹的华宝空调，在1998年被科龙收购，其后的品牌形象就一再下滑。

2、品牌战略已日渐引起国内企业重视，政府的扶持

自上世界80年代改革以来，我国社会主义经济建设取得了令人瞩目的成就，从计划经济时代走向市场经济时代的中国企业，品牌经营从无到有。

资料显示，各地政府在对名牌的重视程度、组织推进力度、政策措施上有大幅度提升，青岛、深圳、武汉、宁波、沈阳等市对中国名牌企业的奖励为100万元，大连为300万元，对获省市名牌的企业奖励10万元~20万元。

2007年1月8日至1月11日，第40界国际消费电子展（CES）在美国拉斯维加斯的威尼斯酒店开幕。在CES上我们民族企业取得骄人的业绩。据了解，今年中国有4000人注册参与CES，包括厂商，媒体和观众，在展馆中，有327家参展商。海尔被全球最权威的消费电子行业媒体《TWICE》评选为消费电子第一品牌。

3、洋品牌的低位在多数行业仍是难以动摇的

但是，我们也应看到，面对市场上纷繁的产品，真正能让消费者脱口而出的国内品牌屈指可数。随着对外开放的深入，国际上一些大公司纷纷挤入中国市场，一时间中国市场上充斥着“索尼”、“可口可乐”、“飘柔”、“奔驰”等种种国际名牌，这些名目众多的洋品牌猛烈地撞击着中国的民族品牌。虽然在家电行业，以海尔品牌为首，“康佳”、“长虹”、“TCL”等国产名牌已发展得不错，但同“索尼”、“松下”、“三星”等名牌相比，仍然存在竞争劣势；在IT行业，“联想”、“方正”、“长城”等品牌的竞争力都有明显提高，但与欧美、日本等国的产品相比，品牌知名度仍有不足；在日用消费品市场，“宝洁”、“利华”、“汉高”等国际公司已形成三足鼎立之势、

三、我国企业实施品牌战略中存在的主要问题及误区

目前，中国品牌走向国际市场有着巨大的机遇与空间，品牌的国际化已不可避免，然而品牌建设中也存在着不尽如人意的问题。

我国企业实施品牌建设存在的问题：

从微观企业自身因素角度：存在技术开发能力不足，品牌竞争能力不强；品牌个性不足，缺乏创新个发展能力；生产和经营规模偏小，品牌发展缺乏整体规划；出口和国际经营能力偏弱，品牌意识不强；品牌定位不明确，存在较大的盲目性等一系列因素。从宏观社会环境因素上讲：社会机制有待进一步改善，政府法规的支撑需要进一步加强，国家的产业政策，出口导向型政策对不同的行业起着不同的促进各限制作用，金融环境对于去也的投资能力和市场扩张能力也有相当重要的影响力。我国建立市场体制也有好多年了，虽有了很大改善但仍不健全，有些方面还未真正适应市场经济的要求，消费者的心理还未完全成熟。

1、忽视品牌投资，急功近利

经济全球化背景下，国际竞争越来越表现为品牌的竞争，现代跨国公司绝大多数都是知名品牌公司，尤其注重品牌战略的运用，通过品牌这种全方位的输出形态，跨国公司占领了国际市场，可以毫不夸张地说，至今，品牌已是跨国公司实现全球战略目标的锐利武器，是实现资本扩张的重要手段。

冰冻三尺非一日之寒。品牌绝对不可能在短期内创造出来，是一个长期积累的过程。很多企业没有清醒地认识到这一点，妄图在短时间内创造出一个品牌，而忽视了长远的规划和战略。

2、品牌战略一项系统工程

品牌战略的实施是一项系统工程，是企业整体发展战略与竞争战略的重要组成部分。品牌战略的实施是企业整体素质与形象的提高，需要有科学的经营理念和高超的动作技巧，但国内不少企业品牌策划在此方面表现得尤为拙劣和急功近利，影响了企业品牌的发展，世纪工作中出现了不少这样的误区；如认为创建品牌就是给产品取个好名字，提高产品知名度或把产品包装一下；好的品牌是个令人满意的视觉标识而已；广告是培育知名品牌的唯一手段，除了

在媒体上大肆做广告外，其他别无关注；企业产品规模一旦形成了，知名品牌就自然而然地建立了；知名品牌等同于高阶，必须不切实际地提高产品价格等，有的企业甚至在品牌低价出售转让，如我国现有20多万个“三资”企业中，有90%以上的合资企业在使用外方品牌；广州洁银牙膏厂以200万元低价将品牌转让给合资企业等，就是这样的突出事例，现今其可怕后果已日渐显现出来——丧失了本国企业自身品牌、产品与知识产权，民族企业竞争力究竟何在！

3、产品是企业在市场竞争中竞争优势可以很快被竞争对手模仿、超越，而品牌却难以逾越，真正持久的竞争优势来自于不断创新，以“不变”应“万变”。

品牌是核心竞争力的集中表现。市场是瞬息万变的，任何品牌都面临着随波逐流被淘汰的危险。过于看重现有的成绩，不重视创新，是导致很多品牌“下马”的重要原因。可口可乐公司前任首席营销官塞尔奇曼说，“品牌是唯一使公司产品和服务有别于竞争对手标志，是开辟市场最有效的武器，优秀的品牌让你的品牌脱颖而出。”产品的物理属性、数量、价格、质量、服务等很容易被竞争对手模仿，而品牌除了产品本身，还包含了附加在产品上的文化、背景、情感、消费者认识等无形的东西，使企业永远立足于市场竞争的不败之地。消费者的认知决定企业的命运，而品牌又直接影响了消费者的认知。品牌是市场中企业相互区别的重要标志，是消费者进行消费的风向标，以品牌为核心已成为企业重组和资源重新配置的重要机制。

四、名族企业在品牌国际化进程中如何进行品牌定位

1、以科技为后盾，树立“质量第一，以质取胜”的理念，品牌的时尚要素、个性化的突出。

产品质量是创造品牌的基石。产品的竞争力表现为品牌的竞争，而品牌竞争多一张的则是产品的内在质量。一个品牌成长为品牌靠的是质量，一个品牌在市场上倒牌也不多是因为质量出了问题，所以，可以说，质量是品牌生命之所系。