零售企业营销策略中英文对照外文翻译文献
企业服务营销策略外文文献翻译最新2016年
毕业设计附件外文文献翻译：原文+译文文献出处: Mender G. The research of enterprise service marketing strategy [J]. International Journal of Production Economics, 2016, 2(6): 122-132.The research of enterprise service marketing strategyMender GAbstractAny business activities of enterprises are exist and rely on a certain social environment, as long as the surrounding environment has changed, companies will start to adjust system to adapt to the environment and to maintain their own survival. Industrialized mass production contributed to the formation of the big market, more and more after meets the basic demand in the rest of the goods, but natural resources are becoming scarce. The development of science and technology has brought the industrial structure adjustment, knowledge and intelligence as the core resources, network technology, and electronic commerce constitutes the knowledge-based economy. Economic globalization is the product of evolution of social economy. It brings opportunities and challenges facing the enterprise. So, the enterprise only realize build the core competitiveness, in constant change. Core competence is many elements through a long time of precipitation formation. It is seen as the source of enterprise with customer.Keywords: service marketing, marketing mix, the SWOT analysis1 IntroductionThe changes of social economic environment, and the accompanying social consumption idea and values will make instant response. Market pattern is indisputable fact that supply exceeds demand, also is disappearing, "shortage economy" s "buyer's market" begun to take shape, making passive accept consumers has become the master of the market. All the business activities of enterprises is around the "customer". Under the condition of on the background of knowledge economy, consumers have more knowledge, information and skills, keen to learn and practice more. Advocating "quality" of "perceptual consumption" replace the "rationalconsumer" is pursuing the "quantity". Based on the basic function of commodity, quantity and low price is no longer necessary main demand, and pay attention to the individuation of consumer, respected feeling, superiority, security and other emotional and psychological satisfaction become fashion consumption. This will cause people to the product conceptual understanding of change. Customer is the enterprise existence reason, only has satisfied the customer needs and preferences, the enterprise survival and development can be attained. From the enterprise's growth and the history of the research and analysis, the people realize soberly, in the numerous and complicated factors which restrict the development of the enterprise, the enterprise customers to provide product value evaluation has the final say. The pursuit of enterprise run by the original "profit first" into modern pursuit of "customer first". Enterprise survival and development environment, market supply and demand structure, the change of the enterprise management strategy has revealed the customer in the leading position in the enterprise operation. To comply with the trend, enterprises must truly take customer as the focus, to provide customers with "value" products, this is the "customer first", is the true meaning of "competitive". To maximize the value of customer perception, in addition to continuously strengthen product development performance itself, more need to increase product with service value of the intangible service quality to make the customer perception and enjoy more value products, make the enterprise keep development even more customers, greater profits, so that enterprises can put more cost to research and development to improve product performance and improve service quality, into a virtuous cycle.2 Literature reviewSince the 1960 s, research service marketing problems. Until the 1970 s, the United States and northern Europe marketing scholars with official to carry out the service of marketing research and gradually established a relatively independent service marketing. The development of the service marketing roughly experienced the following stages: Beginning stage (before 1980) : this phase of the study is mainly to discuss the differences between services and tangible products, and attempts to define common feature of most service not perceptual, inseparability, diversity, to be storedand lack of ownership. Exploring stage (1980-1985): this phase of the study mainly includes two aspects: one is to explore the characteristics of the service how to influence consumer buying behavior, especially focused on the consumer on the service characteristics, advantages and disadvantages and potential assessment of the risks of buying. The second is to explore how to according to the characteristics of the service can be divided into different types, different types of services requires marketers use different marketing strategy and skill for promotion. Advance stage (1986 - present): this stage research, one is to discuss the service marketing mix should include what factors. The second is a thorough research on service quality. Three is the theory about "service contact". Four are some of the special research in the field of service marketing, such as the export of service strategy, modern information technology on the service/management and the influence of the marketing process, etc.3 Introduction to the theory of service marketingService marketing is the enterprise under the premise of fully understanding to meet consumer demand, to fully meet the needs of the consumers has taken a series of activities in the marketing process. Service as a kind of marketing mix elements, really to the attention of the people is the century in the late 80 s, this time, due to the progress of science and technology and social productivity significantly increased, accelerating industrial upgrading and production of professional development, on the one hand, make the product service content, namely product service intensity increasing., on the other hand, with the improvement of labor productivity ', market to a buyer's market, consumers as income levels increase, also gradually change their consumption demand, demand levels also increase accordingly, and develop in the direction of diversification.3.1 Compared with the traditional marketing service marketingThe research of service marketing formed the two fields. As a service product is marketing and customer service. The essence of service product marketing is the study of how to promote as a product of service exchange. Customer service marketing is the nature of the research how to use the service as a marketing tool topromote the exchange of tangible products. Both products and services marketing and customer service, marketing, service marketing concept is customer satisfaction and customer loyalty, through customer satisfaction, and loyalty to promote favorable exchange, finally realizes the marketing performance improvement and long-term growth of the enterprise. Compared with the traditional way of marketing, service marketing is a marketing concept, marketing services, and the traditional marketing way is just a sales approach, business marketing is the specific product. Under the traditional marketing, consumers to buy the product means that the completion of a deal, though it also has the product after-sales service, but that's just a solve product after-sales maintenance functions. And from the service marketing concept understanding, consumers to buy the products only means the beginning of a sales job and is not the end, the enterprise is concerned not only for the success of the product sold, pay more attention to the consumer to enjoy the services provided by the enterprise through the product of the whole process of feeling. It can also be used. In order to understanding from Maslow’s hierarchy of needs theory: person of the highest need is to respect the needs and self-actualization needs, service marketing is (or person) provides the requirements for the consumer, and the traditional marketing way just provides a simple meet the needs of consumers in the physical or security. With the progress of the society, the improvement of people's income, consumers need is not only a product, have more need of this kind of products with specific or personalized services, which have a kind of is the feeling of respect and self value realization, and this feeling is brought by the customer loyalty. Service marketing is not just a new tendency of the development of the industry, but also the one kind of inevitable product of social progress.3.2 The evolution of the service marketingMature service enterprise marketing activities generally experienced sales, advertising and communications, product development, differentiation, customer service, service quality, and integration of seven stages and relationship marketing. Sales stage: competition, sales ability gradually increases. Enterprise attaches great importance to the sales plan rather than profits, sales skills training to employees,hope to attract more new customers, and did not consider making the customer satisfied. Advertising and communication stage: enterprise aimed to increase advertising investment, specify more than one advertising agency, brochures and point of sale of all kinds of information. Customers raised expectations, then enterprise often difficult to meet customer expectations. This phase output is not easy to measure and competitive imitation. Development stages: the stage enterprises realize new customer needs, so the introduction of many new products and services, products and services to spread. Emphasis is on new product development process. Began to market segments, establish a strong brand. Differentiation stage: enterprise positioning, through strategic analysis for differentiation, formulate clear strategy. Deeper market segmentation and market research, marketing planning, marketing, training, strengthen the brand operation. Stage customer service: customer service training, improve the service of external promotion behavior. Profitability is influenced by a certain degree even unable to continue. No process and system support. Service quality: service quality gap. Letter is from the customer analysis, customer behavior research. Design service blueprint but failing to retain old customers. Integration and relationship marketing stage: constantly research on customers and competitors. Pay attention to all the key market. Strict analysis and integrated marketing plan. Balance on the basis of marketing, marketing activities, improve procedures and systems, improve measures to retain old customers. In the 1990 s, relationship marketing becoming the focus of marketing companies, the service marketing into a new realm.3.3 The general characteristics of service marketingThe service can be divided into two categories in real economic life. Is a kind of service products, products for customers to create and provide the core interests of mainly from the intangible service? The other is a service function, mainly from the core of the product form, intangible services just to meet the customer's main demand. Berry and opera win Frey Mr. Subramanian 汄for, in the product source of core interests, tangible composition than intangible components, so the product can be regarded as a kind of "commodity" (refers to the tangible products). If the intangibleingredients than tangible elements, then the product can be regarded as a "service". Consistent with the service of this distinction, service marketing research formed the two fields, namely the service product marketing and customer service. The essence of service product marketing is the study of how to promote as a product of service exchange. Customer service marketing is the nature of the research how to use the service as a marketing tool to promote the exchange of tangible products. However, both service product marketing, and customer service marketing, the core concept of service marketing is customer satisfaction and customer loyalty, by obtaining customer satisfaction, and loyalty to promote mutually beneficial exchange, finally realizes the marketing performance improvements and the long-term growth of the enterprise.译文企业服务营销策略研究Mender G摘要任何企业的经营活动都是存在并依赖于一定社会环境的，只要周围的环境发生了变化，企业就会启动调节系统来适应环境并来维持自己的生存。
英文市场营销策略范文
英文市场营销策略范文Marketing StrategyIntroduction: In today's highly competitive business environment, having an effective marketing strategy is crucial for the success and growth of any organization. A well-planned and executed marketing strategy helps a company to identify and target its potential customers, differentiate its products or services from competitors, and ultimately drive sales and profitability. This essay will outline a comprehensive marketing strategy for a fictional company called XYZ Ltd., which operates in the technology industry.Target Market Analysis: Before developing a marketing strategy, it is important to identify and understand the target market. XYZ Ltd. primarily targets tech-savvy individuals aged 18-35 who are early adopters of new technologies. These individuals are highly active on social media platforms and are interested in the latest gadgets and innovations. They are educated and have disposable income to spend on high-end technology products.Marketing Objectives: The marketing objectives of XYZ Ltd. are as follows:1.Increase brand awareness among the target market by 20% within thenext year.2.Increase market share by 10% within the next two years.3.Increase customer loyalty and repeat purchases by 15% within thenext year.4.Increase online sales by 30% within the next year.Marketing Mix:1.Product: XYZ Ltd. will focus on developing innovative and high-quality technology products that meet the needs and desires of its target market. This includes smartphones, tablets, laptops, and smart home devices. Constant research and development will beconducted to stay ahead of the competition.2.Price: XYZ Ltd. will adopt a premium pricing strategy to positionitself as a high-end brand in the market. The price will reflect the quality and innovation of the products. In addition, periodic discounts and promotions will be offered to attract price-sensitive customers.3.Place: XYZ Ltd. will primarily sell its products through onlinechannels, such as its e-commerce website and third-party online marketplaces. This will ensure a wider reach and convenience for customers. In addition, partnerships with retail stores will be established to showcase the products and provide a hands-onexperience to customers.4.Promotion: XYZ Ltd. will utilize various promotional strategies tocreate brand awareness and drive sales. These strategies include: o Social Media Marketing: Engaging with the target market through platforms like Facebook, Instagram, and Twitter.Regular posts, contests, and giveaways will be conducted tokeep the audience engaged.o Influencer Marketing: Collaborating with popular tech influencers and bloggers to endorse the products and reach awider audience.o Content Marketing: Creating informative and engaging content, such as blog posts, videos, and tutorials, toeducate and entertain the target market.o Public Relations: Partnering with relevant media outlets to get product reviews and features in magazines, newspapers,and online publications.o Events and Sponsorships: Participating in industry trade shows and sponsoring technology-related events to showcasethe products and build brand credibility.Marketing Implementation: To ensure the successful implementation of the marketing strategy, XYZ Ltd. will establish a dedicated marketing team responsible for executing and monitoring the various marketing activities. This team will work closely with the product development team to align marketing efforts with product launches and updates. Regular feedback and analysis will be conducted to measure the effectiveness of the marketing initiatives and make necessary adjustments.Conclusion: In conclusion, a well-defined and executed marketing strategy is essential for the success of any organization. XYZ Ltd. will focus on targeting the tech-savvy individuals aged 18-35 by developing innovative products, adopting a premium pricing strategy, utilizing online channels for distribution, and implementing various promotional strategies. By setting clear marketing objectives and continuously monitoring and adjusting the marketing efforts, XYZ Ltd. aims toincrease brand awareness, market share, customer loyalty, and online sales in the coming years.。
零售业供应链英文文献及译文毕业设计论文外文文献翻译
零售业供应链英文文献及译文20 Since the 1990s, China's rapid development of the retail impressive, but compared with developed countries, China's retail business is still an enormous gap exists. China's accession to the WTO, foreign retail giants have entered the Chinese market, China's retail industry to directly face the international market amid fierce competition. And the globalization of the economy, market conditions, Business and competition among enterprises has evolved into the supply chain and the an integrated management ideas and methods, supply chain management around the core business, through the flow of materials, funds, information flow, will be suppliers, manufacturers, distributors, retail customers until the final composition of the supply chain together into an overall management model. At present, China's large retail enterprises in the supply chain management awareness has remained only at the operational level, not to treat it as a corporate strategy to implement an important component of the it is only through the supply chain management of strategic thinking, with the types of goods used to build the supply chain to acquire strategic match, can we make our retail enterprise supply chain management to implement a qualitative leap.1.An efficient supply-chain and supply-chain reactionSupply chain there are two main functions : to the logistics function and flow function. Supply chain logistics functions refer to the minimum cost of the raw materials processed into components, semi-finished products, products and their supply chain from a node to another node; supply chain to flow function refers to the market demand to make rapid response, to ensure an appropriate product in the appropriate place and time to meet the needs of customers. Logistics functions to flow and function needs some costs, which together constitute the total supply chain costs, with the main logistics costs including transport, storage, packaging, handling, distribution processing, distribution costs, flow to the cost of including an oversupply of commodities price losses, and supply of stock losses and the resulting loss of potential income customers The general sense is the supply chain and logistics business flow between these two functions of the balance, responsiveness and efficiency cost trade-off between the level. Supply chain management is an integrated management ideas and methods, in the increasingly fierce market competition, the rapid development of information technology today, the supply chain tends to shorten the response time to meet the evolving needs of users. In this time based on the competition, supply chain operations with the needs of the market simultaneously, not only faster response speed, and a flexible response to the magic. Supply chain reaction capacity available supply chain following tasks ability to measure : Is able to demand significant changes to respond; whether it can satisfy customers in a shorter period of Availability; whether it will provide customers with more varieties of products; the possibility of providing innovative products; ability to provide a high level of customer service. Supply chain has more of the above capacity, the supply chain reaction capability will be. However reaction of the increase must also pay the cost of the price increase. For example, to meet the demand for the drastic change in, it needs higher inventory levels, leading to a declining level of efficiency. Therefore, each raising a strategic response capability will have to pay additional costs, thereby reducing efficiency levels, and vice versa.Supply chain efficiency is to achieve a supply chain logistics functions as a major objective, that is, at a minimum cost of raw materials into parts, and finished products, and eventually sent to the hands ofconsumers. Efficient supply-chain needs of the market, the characteristics of the product and related technologies are relatively stable, thus the supply chain nodes of the enterprise can focus on access to the benefits of economies of scale, improve equipment utilization, lower production, transportation, warehousing and other aspects of the associated costs, so as to minimize product costs. Supply chain reaction was achieved in the supply chain to flow function as a major objective, that the right to make changes in market demand, rapid response, such as supply chain for products, the market demand is very great uncertainty, or a shorter product life cycle, product or technology developed rapidly, products or seasonal fluctuations in demand strong. Supply Chain Reaction need to maintain a higher adaptability to the market and achieve flexible production, thereby reducing product obsolescence and the risks of failure. Supply chain strategy is in the supply chain-reaction capability and efficiency levels between the balance Once the retail enterprise supply chain strategy, stress reaction of the supply chain must be all the functions strategy designed to enhance its response capabilities, emphasizing efficiency and the level of the supply chain, it must allow all the functions of the strategies used to improve efficiency and make contribution.2. Retail enterprise sales of household items, refrigerated food, food processing temperature. Functional value of the life cycle length, needs stability can accurately forecast, so that supply and demand can achieve almost perfect balance, This makes it easy to adjust the market, the business flow costs can be omitted. Retail enterprises can concentrate almost all his energy to reduce logistics costs, with the upstream suppliers, in close cooperation accelerate inventory turnover, timely inventory and to adopt high-efficiency low-cost procurement and the right to choose suppliers on cost and quality, According to market forecasts to ensure balanced effectively meet the needs of its customers bring the whole of the supply chain to minimize inventory and maximize efficiency. Clearly, the functional efficiency of the process of commodity requirements, operators such goods retail enterprises should adopt efficient supply chain.Innovative products refers to the design or services, and so on innovative products, such as fashion, high-end appliances Fashion and luxury goods such. These commodities can bring higher profits, but because of its short life cycle and commodity diversification, demand is difficult to predict accurately, a large number of fake products and the emergence of innovative products will weaken the competitive edge, Enterprises had to undergo a series of more new innovations, so that the demand for more unpredictability. Innovative products with a high degree of market uncertainty, increased the risk of an imbalance in supply and demand, Therefore the main cost is not the cost of business flow logistics costs, Retail enterprises need to market changes fast and flexible response to customer demand. Choice of suppliers to not consider the low-cost, but access speed and flexibility; inventory and production capacity in key decision-making is not to minimize the cost, but the speed and flexibility of response. to minimize the market demand for the uncertainty caused by the loss. Clearly, innovative products to respond quickly to the request process, the operation of such goods retail enterprises should adopt reactive supply chain. If the retail business is a function of the value of goods they used reactive supply chain, Or maybe the operators are innovative products that have adopted efficient supply chain, supply chain strategy will be a fundamental error, it is necessary to redesign the supply chain. Retail enterprise supply chain management strategy implementation1. Recognition of the value of retail enterprises demand characteristics, we can commodity production cycle, demand predictability, and the market value of diversity into view with the standard of service and so on to identify the characteristics of the demand for commodities. In general, the functional value of the longer life cycle (more than two years), innovative products and the life cycle is short (3 months to 1 year);functional value less variety (10-20 kinds of deformation), innovative products more varieties (usually up to 10 million species of deformation); functional commodity demand forecast error is less (10%), innovative products forecast larger deviations (40%~100%); Functional value of the average stock lower rate (1% ~ 2%), innovative commodity stock average rate higher (10 to 40%); functional commodity market into a longer term (6 months to 1 year), innovative products into the market for a shorter period (1 day to 2 weeks); Functional commodities lower profit contribution rate (is 5% -20%), innovative products higher profit contribution rate (20% ~ 60%). Criterion use these can be effective in identifying characteristics of the demand for commodities.2. Implementation of retail merchandise categories manage retail commodity categories management refers to a retail commodity groups as a strategic business unit management, to concentrate on transmission and consumers realize the value, in order to obtain better operating performance. Specifically, the retail enterprises operating on all goods by category classification, identification and measurement of each functional category of commodities, income, growth and other indicators, and the types of goods divided into functional goods and innovative products. On this basis, consider combining various types of commodity inventory levels and display shelves, and other factors, the development of commodity varieties, the entire merchandise category management, enhance customer service levels and achieve overall commodity categories of overall revenue maximization.3. According to the types of goods respectively corresponding supply chain strategy for functional products should focus on lowering the cost of logistics. using efficient supply chain, the implementation of effective customer response (ECR) system. From the enhancement of the efficiency of the supply of goods start. and upstream suppliers and manufacturers between the use of modern information technology to establish mutual coordination modes of supply, Retailers use POS systems, the sales and distribution of synchronous operation and sharing of logistics facilities and storage resources, lower distribution costs, minimizing production and distribution processes may produce the waste. For innovative products should focus on lowering costs to flow, using reactive supply chain, the implementation of rapid response (QR) system. Raising the speed of response to customers, and supply chain parties to establish strategic partnership and cooperation mechanism EDI use of EDI technology nodes of the supply chain division of the enterprise collaboration and information sharing, reduce the volume of the design and production cycle, the implementation of JIT production, multiple varieties of small batch production and the high frequency of small batch delivery, and lower supply chain inventory levels, quickly meet customers personalized and customized demand, improve the entire supply chain response capability.20世纪90年代以来，我国零售业的迅速发展令人瞩目，然而与发达国家相比，我国零售业仍然存在着巨大差距。
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。
品牌营销策略外文翻译参考文献
品牌营销策略外文翻译参考文献(文档含中英文对照即英文原文和中文翻译)翻译：个性、顾客品牌偏好和品牌社群：关于顾客、品牌和品牌社群的实证研究1 引言目前，学术界有关品牌社群的研究非常多，如苹果电脑Mac、哈雷摩托车和大众汽车的高性能两箱小车Golf GTI品牌社群的研究，还有乐于购买科幻小说的社群。
这些研究都证实了学术界对品牌社群有着巨大兴趣，应用到营销类的文献并论证了它们之间实际的相关性。
品牌社群是指“一种专门的、不受地理区域限制的社群，它建立在使用某品牌的消费者之间一整套社会关系的基础上”。
研究表明，品牌社群可以影响社员的感知和行为，并且它作为谈论品牌的场所，是想法和创新的来源。
品牌社群内的顾客会相互影响彼此，同时通过人际交流的过程，他们进而可以影响其他顾客。
最重要的是，顾客与中心品牌的关系的塑造和深化根本上受品牌社群成员之间的社交的影响。
品牌社群与市场营销经理有密切关系至少有三个原因。
第一，它们是市场信息的重要来源。
通常，社群成员拥有大量的产品知识，他们不仅讨论新产品的介绍、产品的功能和市场营销活动，而且他们甚至会对新产品的发展有好点子；第二，品牌社群通常被认为可以实施特定的营销策略的截然不同的细分市场；第三，品牌社群在培养品牌关系方面有着重要作用，因为品牌社群成员有着很强的品牌承诺和品牌忠诚。
尽管品牌社群的形成机理和作用的研究已经很有一定深度，但是对于个人层面的品牌参与动机的理解还不够充足。
品牌社群之中有三种主要的关系影响着顾客的行为：顾客与品牌、顾客与顾客和顾客与社群之间的关系。
在最新的研究中，我们关注其中的两种关系：顾客与品牌之间的关系（特别是顾客的产品依恋）和顾客与社群之间的关系（特别是社员对品牌社群的认同）。
在接下来的文献回顾中，我们大概地讨论了顾客与品牌的关系，特别是在品牌社群的环境下。
之后，我们回顾了第二种关系（在顾客与社群自身之间）方面的文献。
接着，本文进行了实证研究，并结合数据分析。
企业服务营销策略外文文献翻译最新2016年
企业服务营销策略外文文献翻译最新2016年XXX market。
simply offering high-quality products is not XXX customer service and create a strong brand image in order to XXX marketing strategies。
including customer nship management。
service n。
and service recovery。
and provides examples of XXX.摘要本文探讨了企业开发有效的服务营销策略的重要性。
作者认为，在当今竞争激烈的市场中，仅仅提供高质量的产品是不足以的。
企业必须还提供优秀的客户服务，并创建强大的品牌形象，以吸引和留住客户。
本文研究了各种服务营销策略，包括客户关系管理、服务创新和服务恢复，并提供了成功实施的示例。
作者得出结论，优先考虑服务营销的企业将更好地为长期成功做好准备。
nXXX market。
XXX simply providing high-quality productsis no XXX success。
In order to stand out from the n。
XXX astrong brand image。
This requires the development of effective service marketing XXX.介绍在当今全球化和高度竞争的市场中，企业面临前所未有的挑战。
仅仅提供高质量的产品的传统方法已经不足以保证成功。
为了在竞争中脱颖而出，企业还必须专注于提供优秀的客户服务和创建强大的品牌形象。
这需要开发有效的服务营销策略，帮助企业区别于竞争对手，吸引和留住客户。
XXXXXX new field that has emerged in response to the growing importance of services in the global XXX marketing。
英语作文-教育培训出版物零售行业的市场营销策略
英语作文-教育培训出版物零售行业的市场营销策略Marketing Strategies in the Education, Training, and Publishing Retail Industry。
The education, training, and publishing retail industry is a dynamic sector that requires robust marketing strategies to thrive in today's competitive landscape. This article explores effective marketing approaches tailored to this niche market.Understanding the Target Audience。
First and foremost, successful marketing in this industry hinges on a deep understanding of the target audience. Educational products and services cater to diverse demographics, including students, parents, educators, and institutional buyers. Each segment has distinct needs, preferences, and purchasing behaviors that must be carefully researched and analyzed.Segmentation and Personalization。
Segmentation plays a crucial role in developing personalized marketing strategies. By dividing the market into segments based on factors such as age, educational level, and interests, retailers can tailor their messaging and offerings more effectively. Personalization further enhances customer engagement by delivering relevant content and recommendations that resonate with individual needs.Content Marketing and Thought Leadership。
市场营销策略英文文献
市场营销策略英文文献《Market Marketing Strategies》Marketing strategy is an essential component of any successful business. It involves the process of identifying the target market, understanding the needs and wants of the customers, and creating a plan to reach and satisfy those customers. Effective marketing strategies can help a business to differentiate itself from its competitors, attract new customers, and retain existing ones.There are several key elements to consider when developing a marketing strategy. First, it is important to conduct thorough market research to understand the target market and the competition. This includes gathering data on demographic, geographic, psychographic, and behavioral factors that influence consumer behavior. With this information, businesses can tailor their products and services to better meet the needs of their customers.Next, businesses need to define their unique selling proposition (USP), which is what sets them apart from their competitors. This could be a combination of factors such as price, quality, customer service, or product features. Once the USP is identified, it can be incorporated into the brand messaging and used to differentiate the business and attract customers.Another important aspect of marketing strategy is to determine the best channels to reach the target market. This could include traditional advertising such as television, radio, and print, as well as digital marketing channels such as social media, email, andsearch engine optimization. By understanding the preferences and habits of the target market, businesses can allocate their marketing budget more effectively and reach potential customers where they are most likely to engage.In addition to reaching new customers, marketing strategies also focus on retaining and satisfying existing customers. This can be achieved through customer loyalty programs, excellent customer service, and ongoing communication to ensure customer satisfaction.Finally, it is important for businesses to continuously monitor and evaluate the effectiveness of their marketing strategies. This can be done through tracking key performance indicators such as customer acquisition cost, customer lifetime value, and return on investment. By analyzing this data, businesses can make informed decisions about where to allocate their marketing resources and make adjustments to their strategies as necessary.In conclusion, developing a strong marketing strategy is essential for any business looking to grow and succeed in a competitive market. By understanding the target market, differentiating the business from its competitors, and reaching and satisfying customers, businesses can position themselves for long-term success.。
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零售企业营销策略中英文对照外文翻译文献随着全球化的不断深入，零售企业的营销策略已经成为企业成功的关键因素之一。
在国内外，许多学者和实践者都在探讨零售企业的营销策略，并取得了一定的研究成果。
本文将介绍零售企业营销策略的中英文对照，并对外文翻译文献进行探讨。
一、零售企业营销策略的概念及重要性零售企业营销策略是指通过制定和实施一系列营销策略，来满足消费者需求，实现企业目标的过程。
这些策略包括产品定位、价格策略、促销活动、渠道策略等。
在日益竞争激烈的市场环境中，零售企业的营销策略对于企业的生存和发展至关重要。
二、零售企业营销策略的中英文对照1、产品定位（Product Positioning）：产品定位是指企业在目标消费者心中为产品建立独特形象的过程。
在英文中，产品定位通常被称为Product Positioning。
2、价格策略（Pricing Strategy）：价格策略是指企业根据市场需求和竞争状况制定价格的过程。
在英文中，价格策略通常被称为Pricing Strategy。
3、促销活动（Promotion）：促销活动是指企业通过各种手段刺激消费者购买的过程。
在英文中，促销活动通常被称为Promotion。
4、渠道策略（Channel Strategy）：渠道策略是指企业选择合适的销售渠道，以实现产品的销售目标的过程。
在英文中，渠道策略通常被称为Channel Strategy。
三、外文翻译文献探讨在研究零售企业营销策略的过程中，许多学者和实践者都进行了深入的研究和探讨。
其中，最具代表性的外文翻译文献包括《零售管理》、《营销管理》等。
这些文献提供了对零售企业营销策略的全面分析和实践经验的总结，对于指导企业制定和实施有效的营销策略具有重要意义。
《零售管理》一书主要介绍了零售企业的组织结构、运营管理、营销策略等方面的内容。
其中，在营销策略方面，作者提出了产品定位、价格策略、促销活动、渠道策略等关键因素，并详细阐述了这些因素对于企业成功的重要性。
同时，书中还介绍了许多成功的零售企业案例，为读者提供了实践经验的总结和参考。
《营销管理》一书则主要的是市场营销的基本原理和实践方法。
作者通过对市场营销的各个环节进行深入剖析，提出了一系列有效的营销策略和工具。
其中，对于零售企业营销策略的指导意义非常强。
书中还通过对全球市场的分析和研究，为读者提供了更广阔的视野和参考。
这些外文翻译文献对于零售企业营销策略的研究和实践具有重要的指导意义。
通过学习和借鉴这些文献，企业可以更好地了解市场需求和竞争状况，制定和实施有效的营销策略，提高企业的竞争力和可持续发展能力。
这些文献也为学者和实践者提供了更深入的研究和学习机会，推动了零售企业营销策略的不断发展和创新。
物联网中英文对照外文翻译文献随着科技的飞速发展，物联网已成为当今社会的一个重要组成部分。
物联网通过互联网和其他通信技术，将传感器、设备、车辆、建筑物和其他物理事物连接起来，以实现信息的交换、传输和处理。
本文将对物联网进行中英文对照外文翻译，帮助读者更好地理解这一概念。
中文原文：物联网英文翻译：Internet of Things注释：IoT是物联网的英文缩写，它是一个包含各种物理设备和传感器的网络，通过互联网和其他通信技术实现信息的交换、传输和处理。
英文翻译：sensor注释：传感器是一种能够检测或测量物理量并将其转换为电信号的装置。
在物联网中，传感器用于收集各种数据，例如温度、湿度、压力、光照等。
中文原文：云计算英文翻译：cloud computing注释：云计算是一种基于互联网的计算模式，它允许用户从任何地点访问共享的计算资源和服务。
在物联网中，云计算用于存储和处理收集到的数据。
中文原文：大数据英文翻译：big data注释：大数据是指数据量巨大、复杂度高、处理速度快的数据集合。
在物联网中，大数据技术用于分析和挖掘收集到的海量数据，以提取有价值的信息。
英文翻译：artificial intelligence注释：人工智能是一种模拟人类智能的技术。
在物联网中，人工智能可用于自动化决策、预测性维护、智能控制等应用场景。
中文原文：物联网安全英文翻译：IoT security注释：物联网安全是保护物联网系统免受攻击和威胁的措施。
这包括保护数据的机密性、完整性和可用性，以及防止未经授权的访问和恶意攻击。
中小企业融资渠道中英文对照外文翻译文献随着全球经济一体化的深入，中小企业在各国经济中的地位日益凸显。
然而，由于自身规模小、财务状况不稳定、信息不对称等问题，中小企业往往面临融资难的问题。
本文将探讨中小企业融资渠道的中英文对照，并对外文翻译文献进行解读。
一、中小企业融资渠道概述1、内部融资内部融资是指企业利用自身积累的资金，如留存收益、折旧等，进行融资的一种方式。
对于中小企业而言，由于其发展阶段和规模限制，内部融资往往是其最主要的融资方式。
2、外部融资外部融资是指企业从外部获取资金的方式，包括股权融资和债务融资。
对于中小企业而言，由于其信息不对称、财务状况不稳定等问题，外部融资往往较为困难。
二、中小企业融资渠道的中英文对照1、内部融资 - Internal Financing内部融资是企业利用自身积累的资金进行融资的一种方式。
对于中小企业而言，内部融资往往是其最主要的融资方式。
英文翻译为“Internal Financing”。
2、外部融资 - External Financing外部融资是指企业从外部获取资金的方式，包括股权融资和债务融资。
对于中小企业而言，外部融资往往较为困难。
英文翻译为“External Financing”。
三、外文翻译文献解读在中小企业融资渠道方面，国外学者进行了大量研究。
以下选取其中一篇进行解读。
文献名称：Financing the Growth of Small and Medium-Sized Enterprises: A Review of the Literature and Empirical Evidence 该文献对中小企业融资渠道的研究进行了系统回顾和总结，并提出了相应的政策建议。
文章指出，中小企业在发展过程中面临多种融资渠道，包括内部融资、银行贷款、股权融资等。
然而，由于信息不对称、财务状况不稳定等问题，中小企业往往难以获得足够的资金支持。
因此，文章建议政府应加强对中小企业的支持力度，建立完善的信用体系和资本市场，为中小企业提供更多的融资机会。
同时，企业自身也应加强财务管理和内部控制，提高自身信用等级和透明度，以获得更多的资金支持。
四、结论本文对中小企业融资渠道的中英文对照进行了介绍，并对外文翻译文献进行了解读。
从中我们可以了解到，中小企业在发展过程中面临多种融资渠道，包括内部融资和外部融资。
然而，由于自身规模小、财务状况不稳定、信息不对称等问题，中小企业往往难以获得足够的资金支持。
因此，政府和企业自身应共同努力，为中小企业提供更多的融资机会和支持。
养老保险制度中英文对照外文翻译文献一、引言随着人口老龄化趋势的加剧，养老保险制度成为全球的焦点。
本文旨在对比分析中国和英国的养老保险制度，为两国在养老保险领域的合作与交流提供参考。
二、中国的养老保险制度中国养老保险制度旨在保障广大劳动者在退休后的基本生活需求。
该制度主要包括基本养老保险、企业年金和商业保险。
1、基本养老保险：覆盖全体公民，由国家、企业和个人共同负担，旨在为参保人提供基础养老金。
2、企业年金：由企业自主设立，为职工提供一定程度的养老保障。
3、商业保险：由个人自愿购买，作为基本养老保险和企业年金的补充。
三、英国的养老保险制度英国的养老保险制度以国家年金为主导，辅以私人养老金计划。
1、国家年金：面向全体公民，根据个人收入和资产状况进行评估，为退休人员提供一定程度的养老金。
2、私人养老金计划：由个人自愿购买，与国家年金相结合，为退休人员提供更全面的养老保障。
四、中英养老保险制度的比较与启示1、制度模式：中国采用社会统筹与个人账户相结合的模式，英国则以国家年金为主导，注重私人养老金计划的补充作用。
2、政府角色：中国政府在养老保险制度中发挥主导作用，而英国政府则更多地扮演监管和引导的角色。
3、资金来源：中国的养老保险资金由国家、企业和个人共同负担，而英国的资金主要来源于国家财政和私人投资。
4、启示：两国在养老保险制度发展过程中都取得了显著成就，但也存在一些挑战。
未来，两国可以在相互学习、交流的基础上，进一步完善各自的养老保险制度，以更好地适应人口老龄化的趋势。
五、结论通过对中国和英国养老保险制度的比较分析，我们可以看到不同制度模式下的异同点。
中国和英国的养老保险制度都有其独特的特点和优势，但同时也面临着一些挑战。
未来，两国可以在政策制定、资金管理、服务创新等方面相互借鉴，共同探索适合本国国情的养老保险制度，以更好地满足老年人的养老需求。
零售营销策略组合及零售业态多样化在当今高度竞争的市场环境中，零售业面临着巨大的挑战和机遇。
为了取得成功，零售企业必须采取有效的零售营销策略组合和实现零售业态多样化。
本文将分别探讨这两个方面，为零售业的持续发展提供有力支持。
在零售营销策略组合方面，首先需要深入了解目标客户群体。
对目标客户的年龄、性别、收入水平、购买习惯以及需求痛点进行全面分析，有利于企业精准定位产品和服务，提升客户满意度。
在明确目标客户群体后，需要对其所在市场进行合理定位。
这包括对市场的细分和目标市场的选择。
例如，对于高端市场，需要品牌、品质和服务；对于中低端市场，则要性价比、实用性和消费者体验。
根据目标客户群体和市场定位，企业需要制定有针对性的营销策略。
这包括产品策略、价格策略、渠道策略和促销策略等。
例如，针对年轻消费者群体，可以采取时尚、个性化的产品策略，同时利用社交媒体、直播等新媒体进行线上宣传和推广。
除了产品和服务本身，优化服务也是提升竞争力的关键。
这包括提升购物体验、加强售后服务等。
例如，可以通过APP、等提供便捷的购物体验，以及跨渠道的售后服务，为消费者带来更多便利。
在零售业态多样化方面，首先要了解各种零售业态的特点和优势。
例如，线上零售具有无限时空、低成本等优势，实体店则可以提供体验式消费、即刻满足等价值。
因此，企业需要根据市场需求灵活选择合适的零售业态。
除了传统零售业态，一些新的零售业态也逐渐崭露头角。
例如，智能客服可以通过人工智能技术提供个性化的服务，提高客户满意度；社交化营销利用社交媒体平台进行产品推广，吸引更多年轻消费者等。
企业需要这些新兴业态的发展动态，并尝试探索将其纳入自身的业务范畴。
在多样化零售业态的背景下，企业还需要对竞争对手进行分析。
了解竞争对手的优势和劣势，有助于企业制定更加精准的策略，提升市场竞争力。