品牌营销战略参考文献和英文文献翻译
毕业论文外文文献翻译Brand-Strategy-Research企业品牌战略研究
and 2.5mobile phone market ,which means that, following Sharp, Panasonic, Toshiba,
Mitsubishi, Sanyo, a Japanesemobile phone manufacturers later withdraw from
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
brand ,not being registered by trademark, is to be acquired, squeeze, even if the
residue is hard going down really developed very limited.Here atypical case, the last
econonomic construction has made remarkable achievements. From a planned
economy to market economy era Chiness companies, brand management has grown
out of nothing.
Chinese famous erterprises incentives to 100 million,on Dali an 3 million Yuan ,on
brand-name companies have been cities for the 100000yuan reward-200000yuan.
品牌管理参考文献及外文文献翻译-英语论文
品牌管理参考文献及外文文献翻译-英语论文品牌管理参考文献及外文文献翻译参考文献[1] (美国)迈克尔.R.所罗门. 消费者行为学[M] . 经济科学出版社,2002. [2] 陈艳. 名牌战略及实施[J] . 商业研究,2005(1).[3] 雷平. 我国实施名牌战略过程中的难点及对策思考[J] . 商业研究,2004(5).[4] 蔡凯龙. 创名牌更要保名牌[J] . 经营管理者,2003(5). [5] 安进. 塑造品牌[M] . 山西:山西经济出版社,1999.[6] Michael Armstrong : Makeing The Brand[M] . English EconomicalPublishing House, 2005.[7] 朱方明. 品牌促销[M] . 中国经济出版社,2003(1).[8] Paul Temporal : How Does The Brand Develop[M] . Journal ofAppliedEconomics , 2003[9] 西荛. 品牌的动态策划[J] . 品牌策划新主张,2002(1). [10] 张续焦,帅建淮. 成功的品牌管理[M] . 北京:中国物价出版社,2002. [11] 李芳. 名牌战略与创新[J] . 中国名牌,2005(9).本文源自六维论文网 [12] 孙立平. 中国企业品牌战略的制胜之道[J] . 决策探索,2004(2). [13] 叶明海. 品牌创新与品牌营销[M] . 河北:河北人民出版社,2003:15-18,31. [14] 王二院,如何演绎品牌[J] .中国名牌,2003(1).[15] DEL.J.Hawkins : Consumer Behavior[M] . MCGraw-Hill , 2002.[16] Phillip Kotler : Marketing Management[M] . Printice-hall , 2004.绪论新经济时代的大型企业面临的最主要问题是如何建立和管理企业的品牌。
外文翻译--中国的品牌营销
附录1：英语原文The Brand Marketing in ChinaIn present day China, market research and marketing information systems are in their infancy. Brand awareness and brand preference are in their adolescence, but growing quickly. Product quality must be improved and improved product innovation capabilities are needed. Distribution management needs investment and stronger legal enforcement to lower costs and improve efficiency. Price wars must cease to be a national passion. There are many areas for marketing improvement.As the Chinese economy grows and diversifies, customer preferences and behaviors will inevitably change. Already, in the more wealthy cities, the levels of brand awareness are beginning to approach the levels we see in the United States. US consumers can typically name seven brands in a given category without any aid. In the pharmaceutical category, for example, Beijing consumers can name almost five brands without aid, while in trendy Guangzhou, consumers can name almost nine (TC Market Research). [Page]In the key barometers of market change, young people, we can see both hopeful and troubling signs for Chinese companies. Foreign brands have captured much of the “aspirational” purchase intention of the young, with brands like Sony, KFC, Nike and Levi′s believed to be the best for those who have the money to spend on occasional luxuries. Chinese brands like Lining and Spring Zhang Lumei have good reputations with young people, but loyalties are weak and price, “look,” and quality considerations are still the strongest motivators of purchase. As brand preferences emerge, Chinese brands should represent more than just acceptable quality at a good price.Lets look at some of the Branding marketing issues facing China today.The traveler to Quingdao sees thousands of balloons emblazoned with the Haier logo lining the road from the airport. The City Hall is a showroom for Haiers refrigerators, dishwashers, computers, flat-screen TVs and mobile phones (NYTimes July 23, 2000). Mr. Zhang Ruimin deserves high marks for building great awareness for the Haier brand. Haier refrigerators in 2000 achieved an awareness rating of 41%, beating its next competitor Hualing by 35 points and Electrolux by 39 points. Mr. Zhang wants to spread that awareness throughout the world. Advertising and promotion are essential ingredients to branding. But they are not sufficient.Motorola has opened three high-concept Motorola Towns in Guangzhou, Shanghai and Chengdu. These stores are modeled after Nike Town in the U.S., a pioneer in retail entertainment, and attract 4,000 customers a day.“Motorola’s latest phones are displayed in glass cases like jewels. They look less like communications devices than like lifestyle accoutrements” (NYTimes November 24, 2000). Customers spend hours in the carnival atmosphere of the store, and indeed may go down the street to buy a preferred phone for 10% less. But it doesn′t matter, because a manger says,“Improving the image of Motorola is more important than how many phones they sell.”Motorola has a clear strategic aim to capture and retain the high-end customer. They realize that Chinese competitors like Konka and ZTE will compete on price for their low-end market share. Profitability, however, rests in mastery of technology and design innovation for the high-end market, where margins are higher and competition less severe. Motorola is focusing its branding on the profitable high-end customer segment.Both Haier and Motorola are successful companies, but their behavior illustrates a difference in their approach to branding. For Haier, branding is a mass promotional campaign…putting Haier on everyone′s lips. For Motorola, branding is a strategic campaign to build perceived value and brand preference in selected target segments. Haier is tactical. Motorola is strategic.It is speculated that by 2005 only 2-3 domestic brands in China will compete with the foreign majors, like Electrolux, in household appliances. After swings in the pre-eminence of domestic or foreign brands, foreign brands are making a formidable comeback. After entertaining the idea of fleeing from the China market, as did Whirlpool, Electrolux decided to stay. Electrolux rebuilt its distribution system by learning from Haier, and it introduced its world-class after-service. Electrolux now occupies a promising market position. And Whirlpool is back in the game.Strategic branding is not just building brand awareness. Very well known names can lose their vigor. Where is Pepsident toothpaste or Chesterfield cigarettes in the U.S.? What happened to Robert Hall, the largest chain of men’s apparel shops? Howard Johnson’s, Burroughs, Wimpies, Hallicrafter, Lifeboy, TWA --- moribund brands are legion. All of these were well-advertised and promoted names, but they lost the fight to bring superior value to target customer segments. Their competitors, like Marlboro, Marriott, McDonald’s, Motorola, Crest, and British Air did a better job of convincing key customer segments that they delivered superior value.[Page]The key to brand preference is not mass promotion alone, but building a sense of trust in the value promised to each of the company’s core customer segments. A great mass brand like McDonald’s launches strategic campaigns to convince families eat there. The McDonald’s playroom, as well as its toy programs, like Beanie Babies, serves that purpose.Budweiser targets young adult males, because they are the largest segment of beer drinkers. Newport targets the African-American smoker segment to anchor itself in the cigarette market. It did not dominate a segment it would disappear among the numerous other cigarette brands. Even mass brands like Coca Cola launch specific products for different segments of the soft drink market. Diet Coke and Sprite join Coke to blanket the market. One size does not fit all.The biggest challenge for Chinese brands is to take the strategic step from mass advertising and promotion for awareness-building to building perceived value for each key customer target. Mr. Zhang of Haier may be wrong. It is not enough to have the name Haier on everyone’s lips. Fairfield Inn prospers by being known by families, Courtyard is known to sales people, Marriott is known to executives, and now Marriott’s Bulgari Hotels will be known to luxury travelers. H aier may need different names for its high end and low-end refrigerators: a brand system that allows Haier to compete on price without sacrificing its brand value to competitive pricing tactics. After all, Whirlpool owns the high-end Kitchen Aid brand; Sealy Mattress owns Stearns and Foster... The Chinese brands that learn the science of market segmentation and branding for target segments will survive to compete with the international brand powers who already know how to do this.附录2：译文中国的品牌营销在当今的中国，市场研究和营销信息系统的建设都正处于襁褓之中，品牌意识和品牌偏好则正处在快速成长的发育期。
品牌营销战略参考文献和英文文献翻译
品牌营销战略参考文献和英文文献翻译目录外文文献翻译……………………………………………………………………….………… 1 摘要…………………………………………………………………………….……………… 1 1. 品牌战略内涵与其功能意义…………………………………………..….….….………2 2. 我国企业品牌发展概况………………………………………………….….…...……．…3 2.1 国内品牌与国外品牌相比存在着很大的差距……………………….….…………3 2.2 品牌发展缺乏整体规划 (4)2.3 产品质量低下品牌个性不足缺乏创新和发展能力.....................................4 2.4 品牌发展策略存在误区. (4)3. 企业品牌策略选择………………………………………………………….……．……..6 3.1 树立正确的品牌竞争意识着力提高品牌竞争能力………………………….….…6 3.2 搞好品牌定位培养消费者品牌偏好与品牌忠诚 (6)3.3 遵循品牌设计规律注重品牌形象……………………………………………....…7 3.4 采用多种品牌竞争手段 (7)外文翻译原文………………………………………………………………………………….9 1. Brand strategy with its connotations ofthe functional significance ……………………10 2. Enterprise Brand DevelopmentOverview ………………………………….……......…..12 2.1 Domestic brands and foreign brands……………………………………….………..…..13 2.2 Brand DevelopmentPlanning ………………………………………………..…..……..13 2.3 Overall lack of poor product quality……………………………………………....…….14 2.4 Brand Development Strategy exist. BrandMistakes …………………………………..……….14 3strategy to establish a correctchoice ………………………………………….….16 3.1 Brand awareness of competition and strive to improve thecompetitiveness ……..…....16 3.2 Brands improve brand positioning…………………………………………………..…..16 3.3 Followed branding laws……………………………………………………………..…..17 3.4 Oriented brand image using a variety of means to参考文献 1 年小brand competition (17)山. 品牌学M . 北京: 清华大学出版社，2003，5 . 2 余鑫炎.品牌战略与决策M . 卲林: 东北财经大学出版社，2001，7 . 3梅清豪. 市场本文源自六维论文网M .北京: 电子工业出版社，2001，156. 4 叶海名. 品牌创新与品牌营销M .石家庄:河北人民出版社出版社，2001 . 5 翁向东. 本土品牌战略M .杭州: 浙江人民出版社，2002，30-46 . 6 刘威. 品牌战略管理实战手册M . 广州: 广东经济出版社，2004 . 7 广州本田汽车有限兯司EB/OL. 8 李辉. 2007年度家用电器品牌分析J . 2007:3 9 宋永高. 品牌战略与管理M . 浙江大学出版社，2003，73-75. 10 巨天中. 品牌战略M .北京: 中国经济出版社，2004，231. 11 Charles W，Lamb Joseph，Hair Carl McDaniel，Marketing M 6th〃ed〃北京大学出版社，2001 .12 Hart. C.W〃L Heskett J.L ＆Sasser W. E. Jr. TheProfitable Art of Service Recovery〃M . Harvard Business PreviewJ . 1990 :1 48-56 . 13 Kate Bertrand，MarketersDiscover What Quality Pearly MeanM . Business Marketin61987 4：58-72 . 14 苻国群〃消费者行为学M . 武汉: 武汉大学出版枉，2000 52 . 15 菲利普-科特勒〃市场营销原理M 〃北京：清华大学出版社，2001 . 16 刘强军. 商场现代化J . 2005 2453: 23-27 . 17 美理查德.L. 霍德霍森.市场营销学M 〃上海: 上海人民出版社2004M 〃1326 品牌营销战略参考文献和英文文献翻译摘要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。
品牌营销策略外文翻译文献
品牌营销策略外文翻译文献(文档含中英文对照即英文原文和中文翻译)原文：Brand Strategy ResearchKapferer,J.HEconomic 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 ofcompetition 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 announced that it would withdraw from 2G and 2.5mobile phone market ,which 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 enterprise system, decision-making difficult, the reaction was slow, incompatible with the reality of the Chinese market ,it is difficult to adapt to the rapidly changing Chinese market;2 is weak in marketing ,product planning capacity is not strong ,it is difficult to judge according to their marker lacunch to meet consumer demand and forecast products, follow the trend has been in a passive situation, can not satisfy market demand; Third, failure to grasp the industry best time to transition is the Japanese home appliance companies lose an important reason for market dominance.Japanese companies come to the edge in the Chinese market is causing companies tothink deeply about our nation ? To make the internanational 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 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 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 to market 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 efforts,policies measures have greatly ehangced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other cities on the Chinese famous erterprises incentives to 100 million,on Dali an 3 million Yuan ,on brand-name companies have been cities for the 100000yuan reward-200000yuan.Japanese 8th 2009 year to Japanese 11th,the 40th International Consumer 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 world’s most authoritative consumer electronics industry media “TWICE”named for the Chinese consumer electr onics 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 internantional 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 disadvangtage;in the IT industry,“Lenovo”，“Founder”，“Great Wall”and other countries compared to ,brand awareness is still insufficient;in Consumer Goodsmarket,“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 erports and internantional 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 neeed 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,ther 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-orientedBackground 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 occupationof the internantional market. it is no exaggeration to say that now,the brand has achieved global strategic objectives of transnational corporationssharp 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 systematicThe 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 brand is drawing a satisfactory visual signs only;Advertising is the only way to cuoltivate well-known brands,in addition to adbertising in the media ,big,the other no attention;scale 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 even to furthrer 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 persent more than 20 million“three capital”enterprises,there 90% of the joint venture using the foreign brands;clean silver toothpaste fctory in Ghuangzhou 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 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 imitated by competitors,beyond,the brand is insurmountable,real and lasting competitive advantage comes from innovation,in order to “change”shouldbe “status quo”Brand is the concentrated expression of the core competitiveness.The market isconstrantly 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,excellent brand can make your product stand out.”Products physical properties,quantity,price,quality,service is very easy to make your 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 attatched 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.Brand is the difference deciding the fateof 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 exiperiences 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 strategicdecision,these major strategic decision,these major strategic decisions were consciously carried out around to expand.翻译：企业品牌战略研究卡普费雷尔，J.H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。
品牌营销战略参考文献和英文文献翻译
品牌营销战略参考文献和英文文献翻译目录外文文献翻译..............................................................................................1 摘要..........................................................................................................1 1. 品牌战略内涵与其功能意义.......................................................................2 2. 我国企业品牌发展概况..............................................................................3 2.1 国内品牌与国外品牌相比存在着很大的差距............................................3 2.2 品牌发展缺乏整体规划. (4)2.3 产品质量低下品牌个性不足缺乏创新和发展能力.....................................4 2.4 品牌发展策略存在误区. (4)3. 企业品牌策略选择..................................................................................6 3.1 树立正确的品牌竞争意识着力提高品牌竞争能力......................................6 3.2 搞好品牌定位培养消费者品牌偏好与品牌忠诚.. (6)3.3 遵循品牌设计规律注重品牌形象..........................................................7 3.4 采用多种品牌竞争手段 (7)外文翻译原文………………………………………………………………………………….9 1. Brand strategy with its connotations of the functional significance ……………………10 2. Enterprise Brand DevelopmentOverview ………………………………….……......…..12 2.1 Domestic brands and foreign brands……………………………………….………..…..13 2.2 Brand DevelopmentPlanning ………………………………………………..…..……..13 2.3 Overall lack of poor product quality……………………………………………....…….14 2.4 Brand Development Strategy existMistakes …………………………………..……….14 3. Brand strategy to establish a correctchoice ………………………………………….….16 3.1 Brand awareness of competition and strive to improve the competitiveness ……..…....16 3.2 Brands improve brand positioning…………………………………………………..…..16 3.3 Followed branding laws……………………………………………………………..…..17 3.4 Oriented brand image using a variety of means to brand competition ……………..…..17 参考文献1 年小山. 品牌学M . 北京: 清华大学出版社，2003，5 . 2 余鑫炎. 品牌战略与决策M . 卲林: 东北财经大学出版社，2001，7 . 3 梅清豪. 市场本文源自六维论文网M .北京: 电子工业出版社，2001，156. 4 叶海名. 品牌创新与品牌营销M .石家庄: 河北人民出版社出版社，2001 . 5 翁向东. 本土品牌战略M . 杭州: 浙江人民出版社，2002，30-46 . 6 刘威. 品牌战略管理实战手册M . 广州: 广东经济出版社，2004 . 7 广州本田汽车有限兯司EB/OL. 8 李辉. 2007年度家用电器品牌分析J . 2007:3 9 宋永高. 品牌战略与管理M . 浙江大学出版社，2003，73-75. 10 巨天中. 品牌战略M .北京: 中国经济出版社，2004，231. 11 Charles W，Lamb Joseph，Hair Carl McDaniel，Marketing M 6th〃ed〃北京大学出版社，2001 .12 Hart. C.W〃L Heskett J.L ＆Sasser W. E. Jr. The Profitable Art of Service Recovery〃M . Harvard Business PreviewJ . 1990 :1 48-56 . 13 Kate Bertrand，Marketers Discover What Quality Pearly MeanM . Business Marketin6 1987 4：58-72 . 14 苻国群〃消费者行为学M . 武汉: 武汉大学出版枉，2000 52 . 15 菲利普-科特勒〃市场营销原理M 〃北京：清华大学出版社，2001 . 16 刘强军. 商场现代化J . 2005 2453: 23-27 . 17 美理查德.L. 霍德霍森.市场营销学M 〃上海: 上海人民出版社2004M 〃1326 品牌营销战略参考文献和英文文献翻译摘要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。
营销策略业务英文文献及翻译
营销策略业务英文文献及翻译1 IntroductionMarketing continues to be a mystery to those who create it and to those who sponsor it. Often, the ad t hat generates record-breaking volume for a retail store one month is repeated the following month and b ombs. A campaign designed by the best Madison Avenue ad agency may elicit mediocre response. The s ame item sells like hotcakes after a 30-word classified ad, with abominable grammar, appears on page 35 of an all-advertising shopper tossed on the front stoops of homes during a rainstorm! The mystery elude s solution but demands attention. The success of an enterprise and development of enterprises depends to a large extent on whether or not they have advanced, meet the needs of the enterprise marketing strateg y. For Marketing is the definition, The well-known American scholar Philips marketing of the core marke ting concept of the following description : "Marketing is individuals or groups to create, provide and exc hange with other valuable products, to satisfy their own needs and desires of a social activities and mana gement process. " In the core concept contains a number of elements: needs, desires and needs; Products or provide; Value and satisfaction; exchange and transactions; and networking; market; Marketing and sa les were a series of concept.This article is devoted to the idea that your marketing results can be improved through a better Understa nding of your customers. This approach usually is referred to as the marketing concept.Putting the customer first is probably the most popular phrase used by firms ranging from giant conglom erates to the corner barber shop, but the slogan zing is often just lip service. The business continues to operate under the classic approach -- "Come buy this great product，if you dedicate your activities e xclusively to solving your customer's problems. The quality of services, and enterprises to culti vate customers satisfaction and loyalty, and can create enterprise value.Any marketing program has a better chance of being productive if it is timed, designed and w ritten to solve a problem for potential customers and is carried out in a way that the customer understands and trusts. The pages that follow will present the marketing concept of putting th e customer first. Marketing is a very complex subject; it deals with all the steps between deter mining customer needs and supplying them at a profit. In addition to some introductory materi al on marketing, this publication includes practical material on the marketing approaches to bu dgeting, layout design, and headline writing, copywriting and media analysis. So that a clear u nderstanding of enterprise marketing strategy to improve the operations of enterprises.2 The marketing conceptMarket positioning is identifying the target market, enterprises will adopt what marketing m ethods, which provide products and services the target market and competitors to show distincti on, thereby establishing corporate image and obtain favorable competitive position. Market posit ioning is a process of enterprise differentiation process, how to find the differences, identify di fferences and show differences. Today too many similar products, consumers how to choose? Consumers buy what is the justification? On the effective positioning for a solution. Positionin g is the first to propose in the advertising industry, advertising emphasized in the eyes of the public who left the location, And people often prefer preconceptions; If enterprises can target your customers mind to establish a definite position, to the consumer a reason to buy, enterpri ses can often compete in an advantageous position.Marketing is an economy built on science, behavioral science and modern management theory on the basis of applied sciences. It enterprise marketing activities and to study law, customers.− Determine what you are now doing to satisfy those wants and needs.− Prepare a marketing plan that allows you to reach out to new customers or to sell more to your present customers.− Test the results to see if your new strategies are yielding the desir ed results.Market research must be used in each of these six steps to help define your business for your customer's interests, not your own. It is the process of learning what customers want or need and determining how to satisfy those wants or needs. It is also used to confirm whether the customer reacted to a marketing program as expected. The benefits of market research include− Learning who your customers are and what they want.− Learning how to reach your customers and how frequently you should try to communicate with them.− Learning which advertising appeals are most effective and which ones get no response.− Learning the relative success of is that, properly done, market research is quite expensive, takes time and requires professional expertise. Acquiring all the necessary data to reduce the risk to your venture may cost so much and take so long that you may go out of business. The answer is to find a quick and inexpensive way of getting enough data to help you make the right decision most of the time. Some obvious pitfalls are− Using a sample that does not represent the total market.− Asking the wrong questions.− Not listening to the responses.− Building in biases or predispositions that distort the reliability of information.− Letting arrogance or hostility cut off communi cation at some point in the marketing process.If you have a limited budget, develop the skills to hear what your customers and potential customers are telling you. Some techniques worthy of consideration are− Advisory board -- Occasionally convene a group of local people, whose opinions you respect, to act as a sounding board for new ideas. Choose your group with extreme care; one or two negative thinkerscan distort the thought process of the entire group.− User group -- Gather customers together to discuss new ideas. Their opinions can help you keep your business on track. Pick a neutral setting where the people will talk. Be sure to reward the participants and share the credit for good ideas.− Informal survey -- If you seek feedback from customers by simply asking how was everything? You can be seriously misled. Most people, even those with legitimate complaints, are reluctant to speak out because they are afraid of appearing foolish.对于企业的创造者和提案者而言营销策略是一个谜。
营销策略外国参考文献有哪些
营销策略外国参考文献有哪些1. Eitan, G. (2015). The impact of social media marketing on consumer behavior: An empirical study. Journal of Marketing Communication, 21(3), 219-234.In this study, Eitan examines the impact of social media marketing on consumer behavior. The research is based on an empirical study, which involves surveying consumers about their perceptions and behaviors related to social media marketing. The findings reveal that social media marketing has a significant influence on consumer behavior, with consumers being more likely to engage with brands and make purchases as a result of exposure to marketing messages on social media platforms.2. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Upper Saddle River, NJ: Pearson.This book, written by Philip Kotler and Kevin Lane Keller, provides a comprehensive overview of marketing management. It covers various aspects of marketing strategy, including understanding customer needs, designing marketing programs, and managing the marketing mix. The book incorporates both theoretical concepts and practical examples, making it a valuable resource for marketers looking to develop effective marketing strategies.3. Gupta, S., & Lambkin, M. (2018). Customer-based brand equity in the digital age: A systematic review of the literature and research agenda. Journal of Marketing Management, 34(5-6), 438-464.Gupta and Lambkin review the concept of customer-based brand equity in the context of the digital age. Through a systematic review of existing literature, they identify key dimensions of brand equity that are important in the digital era, such as brand awareness, brand loyalty, and brand associations. The study also proposes a research agenda for future studies in this area, providing valuable insights for marketers aiming to build and manage strong brands in the digital landscape.4. Auh, S., & Johnson, M. D. (2005). Compatibility effects in evaluations of satisfaction and loyalty. Journal of Economic Psychology, 26(1), 35-57.Auh and Johnson explore the concept of compatibility effects in the context of customer satisfaction and loyalty. The study investigates how the compatibility between a customer's expectations and actual experiences influence their satisfaction and subsequent loyalty to a brand. The findings suggest that a higher level of compatibility leads to greater satisfaction and loyalty. This research has important implications for marketers seeking to enhance customer satisfaction and loyalty through aligning their offerings with customer expectations.5. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Harlow, England: Pearson.In this book, Chaffey and Ellis-Chadwick provide a comprehensive guide to digital marketing strategy, implementation, and practice.The book covers various digital marketing channels, such as search engine marketing, social media marketing, email marketing, and mobile marketing. It also explores key concepts, such as online consumer behavior, digital marketing planning, and measuring digital marketing effectiveness. With practical examples and case studies, this book offers valuable insights for marketers aiming to develop and execute effective digital marketing strategies.。
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摘要从品牌战略的内涵与其功能意义入手，探讨了品牌.钱略在企业营销中的作用。
在分析我国企业营销品牌战略发展状况的基础上，认为，提高品牌意识，搞好.兄牌定位，塑造良好品牌形象，综合运用多种竞争手段，是企业品牌营销的必然选择。
关键词:品牌战略；企业;品牌策略;品牌定位1。
品牌战略内涵与其功能意义所一谓品牌战略是指企业通过创立市场良好品牌形象，提升产品知名度，并以知名度来开拓市场，吸引顾客，扩大市场占有率，取得丰厚润回报，培养忠诚品牌消费者的一种战略选择品牌战略是现代企业市场营销的核心。
从品牌战略的功能来看，一个品牌不仅仅是一个产品的标志，更多的是产品的质量、性能、满足消费者效用的可靠程度的综合体现。
它凝结着企业的科学管理、市场信誉·追求完美的精神文化内涵，决定和影响着产品市场结构与服务定位·因此，发挥品牌的市场影响力，带给消费者信心，给予消费者以物质和精神的享受正是品牌战略的基本功能所在。
实践一证明，良好品牌往往能给人以特别印象，在同等质量下可以索取较高价格。
有些公司拥有良好的品牌甚至还一可以在不同国家逆周期、反季节制造产品，从而使成本与收益流量畅通[1]。
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世界知名品牌公司，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，跨国公司逐步占领了国际市场，可以毫不夸张地说，而今，品牌已是跨国公司市场选择的唯一要素·第二，监督和保一证产品价植品牌是一个集合概念，它包括产品质量、形象·技术、功能、效用等诸多内容。
创造一个广受消费者欢迎的品牌产品，需要日积月累的努力和长期的品质、价值保证。
第三，实现规模经济效益品牌成长带动了企业产品价格上扬，需求增加，有利于企业扩大再生产，增加规模经济收益。
第四，保证企业不断壮大和持续发展许多跨国公司认为，成功品牌的价值不仅在于它们能够保一证将来的收入，增加顾客对公司产品的需求，更在于企业出现危机时能给他们予以支持，确保企业长期发展。
2.我国企业品牌发展概况市场开放以来，外商辞资大量涌入，在给我国企业和市场注入了新鲜血液和活力的同时，也为我国企业带来了前所未有的竞争压力·受传统观念和落后经营方式的影响，我国企业在品牌竞争意识方面普遍不强，因此吃了不少苦头。
一些企业为此丢了市场，一些企业因为品牌保护力度不够被挤出了市场，还有些企业良好知名品牌被国外企业恶性抢注，从此一撅不振，在品牌竞争中处处处于被动地位，反观国外企业，它们大多以品牌为先锋，以雄厚资本和先进技术为后嗜，不惜一切代价抢占东逍国市场，将产品和服务充斥在东逍国市场每一角落。
一般而言，国际知名品牌主要集中在报酬率高，市场容量大的汽车、家用电器、日用化工、饮料、药品、电信等行业·在我国，只要一提到索尼、松下、飞利浦、摩托岁拉、诺基亚、西门子、奔驰、通用、可日可乐、百威、宝洁等国际知名品牌，相信每一位国人都不会陌生，这或许是一种生活品质的改变，但更多的恐怕是对本国品牌的无奈。
残酷的市场竞争事实，教育了我国企业的商品经营者，也警醒了企业的品牌意识。
最近儿年来，我国企业在培养品牌竞争力方面，投入了一定的人力，物力与财力关注，也取得了一定的骄人成绩，形成了一批如长虹、海信、TCL、海尔、格兰仕、联想等颇有世界影响力的知名品牌。
甚王在整个社会层面上，连普通的民营企业上、个体商贩，也懂得了要进行商标标注册，要进行品牌宣传·形势虽然喜人，情况却依然不容乐观，从品牌战略发展的高度来看，我国企业还存在着诸多问题:2.1国内品牌与国外品牌相比，存在着很大的差距这种差距反映在国内品牌的数量·质量·规模·影响力方面，和品牌成长环境方面(包括法规、管理、规划、战略实施)，以及品牌理论的深入和品牌观念的普及方而，都还处于起步阶段似中外企业品牌对抗为例，国外企业知名品牌在中国市场上长驱直入，占据大十河山，市场占有率每年以10%左右的速度递增[3]。
国内企业知名品牌则寥寥无几，市场不兴，前景堪忧;国外企业品牌成长已经上升到了知识产权保护的高度，国内企业品牌却还在与假冒伪劣产品纠缠不清;国外企业靠经营和技术树立品牌，国内企业.靠宣传和命名树立品牌;国外企业早已转向开发品牌内在价植，强调品牌的产品扩散效应和产业组织聚合效应，以获取更高的温价收益和稳定收益。
国内企业却还停留在品牌外在标记形象上认识品牌作用，将品牌仅仅看作是产品的附属和象征而已;国外企业对知名品牌的巩固是以保护产品质量和声誉观念·国内企业反以满足无形资产一评估，坐享其成为观念。
如此种种，均将表明，我国企业品牌发展的道路必将是路漫漫其修远兮，尚需上下而求索·2.2品牌发展缺乏整体规划成功的品牌形象塑造绝不是品牌战略自身的事情，它要涉及到企收经营管理的所有重大战略决策，诸如产品质量、技术开发、经营规模、品牌设计、广告策划、市场营销、人才战略设计等各个方面。
当前，国内相当企业没有将品牌融入到企业的整体规划当中，也不重视品牌的研究开发，只把产品宣传交给一般的员工去完成，或者直接把它交给广告公司，这样，企业管理者对其重要的无形资产品牌，缺乏应有的了解，甚至产生疏远感，加剧了产品与消费者之间沟通困难，从而导致消费者困惑和不满，丧失了品牌竞争力。
2。
3产品质量低下，品牌个性不足，缺乏创新和发展能力国内不少企业产品品位低下，质量不稳定，包装不新颖，售后服务不到位，宣传工作没力度，产重影响了品牌地位的提升。
从另外一个层面讲，也有的企业品牌设计个性不鲜明，科技、文化、艺术等合量不高，内容不丰富，缺乏强烈的吸引力。
最为严重的是，不少企业品牌老化严重，资产与内在价植开始衰退甚至消失，如中国最早一批“十大驰名商标”————凤凰、永久、霞飞等早已风光不再·品牌的生命在于创新。
不能随着市场需求的变化，消费者偏好的转移，及时对现有产品进行改进改造，重新设计形象，是我国企业品牌普遍创新不足的土要原因·2 .4品牌发展策略存在误区企业品牌发展策略是一种经营之道，需要有科学的经营理念和高超的运作技巧，但国内不少企业品牌策划者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，实际工作中出现了不少这样的误区:如认为创建品牌工作就是给产品取名品牌等同于高价，必须不切实际地捉高产品价格等等·有的企业甚至在品牌操作一误区上走得更远，不惜放弃企业自身品牌，采用外国公司品牌，或将自身品牌低价出售转让，如我国现有20多万个“三资”企收中，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[4]等等，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白身品牌、产品与知识产权，民族产业竞争力究竟何在?3，企业品牌策略选择品牌战略是企业总体:战略的重要组成部分，而品牌战略的实施又是增强产品竞争能力的必然选择。
适应当前市场开放情况，搞好品牌策略选择，是我国企业营销工作的一项急迫任务。
3 .1树立正确的品牌竞争意识，着力提高品牌竞争能力随着对外开放和国际化进程的加快，我国已经进.入了品牌竞争时代，创立品牌、宣传品牌、保护品牌、发展品牌，走品牌之路已经形成了共识·但品牌的成长并不是一个简单的一踏而腻的事情，而是一个长期的系统工程，需要整体规划，通盘考虑。
结合当前实际，我国企业刊一以根据白身的条件与特点，在分析市场环境的基础下，制定出品牌战略，实施品牌工程，包括采取“发展拳头产品，巩固品牌;扶植新兴产品，创造品牌;开发尖端产品，培养品牌。
”的战略方针，来壮大品牌实力，拓展市场份额，树立品牌形象。
当然，良好品牌是市场消费者认可的结果，而不是企业自吹自擂的力作，提高品牌竞争力不仅要求企业在广告宣传上是一流的，同时也应该在产品质量、技术性能、款式造型、售后服务、商标设计等方面都是一流的。
3.2搞好品牌定位，培养消费者品牌偏好与品牌忠诚品牌形象竞争并非全方位的竞争，每一个品牌都有自己的市场定位。
定位的基本方法不是去创作某种新奇的或与众不同的事项，而是去操纵已经存在于心的东西，即将顾客心目中潜在的购买欲望挖掘出来，使之转化为消费冲动[5]·品牌定位离不开具体行业，否则毫无价植可言，如”百事可乐”是种碳酸饮料，这一品牌至多延伸到食品行业，再往外延伸，其价值就无法转移了。
品牌是竞价力的综合表现。
品牌偏好与品牌忠诚的建立是品牌树立的前提，这不是一件容易的事情，它需要企业有良好的市场信誉与道德规范作保证，同时还要有保持对消费者AAU(消费者对品牌的知名Awareness，态度Attitude，使用状况Us age，的缩写)进行追踪调整的能力·因此，建立顾客信息反馈系统，不断搜集消费者偏好变化情况，了解顾客对品牌意见，为消费者提供个性化服务，就显得十分必要了。
顾客对企业品牌的忠诚是长期累积的结果，并非一日之功，可日可乐品牌树立有100多年历史，万宝路形象风靡全球有40多年，均得益十企收执行长期营销策略的结果·而消费者对品牌的深刻印象也只有经过长期一致的营销活动，才能产生满意和接受。
3 .3遵循品牌设计规律，注重品牌形象品牌设计是一门艺术。
既要在消费者心目中留下深刻印象，又要刺激消费者的消费欲望，除产品功能、质量、包装、造型设计是关键外，商标设计也很重要·通常，具有美感，文化内容丰富，简洁醒目，易于传诵，构思精巧，能超越时空，并朗朗上口的品牌最易为广大消费者所接受·品牌设计往往要体现出企业宗旨和核心价值，但其立足点大多根植于企业优势、消费者特点、同行比较这三维坐标。
如3M品牌优势在于机械、动力与管理，服务并满足的是公司办公需要与工厂制造需要，在同行中凸现的是“小而精”的个性与数字化技术领先的魅力。
诚然，品牌设计必须顺应市场的变化而不断丰富、创新，这是品牌竞争制胜的法宝。
3.4采用多种品牌竞争手段我国企业目前大多处丁成长阶段，品牌实力较弱，在竞价中处于不利地位，这是勿庸置疑的事实，但根据行业、市场和企业资源状况，趋利避害，消除不利影响，不失为明智选择·第一，与具有知名品牌的境外公司合作生产，借壳上市·如将我国生产的皮夹克运至意大利进行最后加工，皮夹克成品出口时标注“意大利”品牌，可获高额利润·当时机成熟时，再推出我们的品牌或公司，消除其对本地品牌或公司的威胁。
如香水业近十年来一直深受法国各种品牌的影响，为了消除这种影响，有资本实力的公司或企业可对法国化妆品公司进行收购·第三，使用挂钩策略。
如市场上，“可口一可乐”、“百事可乐”是主要饮料品牌，具有很好的口感和形象我国企业推出“非常可乐”，将自己产品与国外可乐联系起来，可以在消费者心目中产生联想，制造购买冲动，树立良好形象。