品牌戰(zhàn)略外文翻譯

1、<p><b>　　附錄一</b></p><p>　　During the operation of Global brand strategy, most of the MNCs are in a dilemma of Standardization and Localization. They sometimes are bigoted to standardization,

2、 sometimes are in deep love with completely localization. Neither of them is right. The authors take the case of Global brand strategy of Motorola (China) Electronics Ltd. for example and carry out an empirical study of

3、sixty global companies operating in Chinese market. According to the shaping condition, strategy advantages, operati</p><p>　　The concept of geographical brand from the angle of marketing, and points out the

4、 real reason why there is no more than 10% sale of market enterprise brands are produced by inducing the mutual model of geographical brand through demonstrative research and make up the shortage of the research on influ

5、encing factors of the assimilation of enterprise brands under the situation of mutual geographical brand. By applying demonstrative research, it shows: the extent of the legislative object which is u</p><p>

6、　　On the basis of empirical data, this paper analyzes the regional differences of dominant factors that affect the brand loyalty from both macro and micro perspectives. According to the regional socioeconomic situation,

7、the differences of perceived brand values which drive brand loyalty are examined. It is shown that the influence of functional, symbolic and experiential values on brand loyalty is various in different socioeconomic situ

8、ations. Results in this paper promote the comprehension of the</p><p>　　By the means of Transaction Cost Analysis, the article explains how an enterprise decides appropriate marketing channel governance form

9、s during industry lifecycle. The article points out that the major determining factors of channel governance strategy are: the level of asset specificity, environmental uncertainty and transaction frequency. During the d

10、ifferent stages of industry lifecycle, it is the above three factors that collectively influence the level of channel production efficiency and c</p><p>　　This article uses the multi-method to study the phas

11、e of consumer’s experiences after their impulse buying. We are trying to investigate, when the impulse buying occurred, how the result of the impulse buying influenced the consumer’s buying impulsiveness and normative ev

12、aluations of the next impulse buying decision. The finding shows that, when the negative result goes to some extent, the next impulsive buying would be influenced very much. And ulteriorly, we find there is much deferent

13、 trait b</p><p>　　Consideration set including a set of brands that a consumer will actively consider and evaluate during his buying process. Only those brands in consideration set can be bought ultimately by

14、 consumers . Consideration set has been an important research field of Western scholars for about forty years, While our domestic scholars carried through little research on this topic .This paper will test the influen

15、ce of product-harm crisis and its responsing process on consumer consideration set using da</p><p>　　Customers are likely to view the services as a bundle of attributes, which may differ in their contributio

16、n from the service evaluation and choice. In this article, we study the attributes of inpatients satisfaction. By using factor analysis and multiple linear regression, we found (1) the attributes which affect inpatients’

17、 satisfaction include medical quality, the understanding and communication with hospital staff, environment, waiting time and additional service. (2) medical quality is the m</p><p>　　Building a model of cus

18、tomer decision-making behaviour to the international education industry for understanding the characteristics of this kind of decision-making behaviour. The results indict that the model as cultural value—motivation—inte

19、nt to study abroad gives us a good way to understand the students who intent to study abroad. The financial barriers and psychological problem will moderate the relationship between motivations and intention to study abr

20、oad.</p><p>　　Under the current competition environment, building good relationship with high value customers is an important way for enterprises to gain competitive advantage. An approach to cluster custome

21、rs and analyze their characteristics is put forward in this paper. The basic analysis process of the method consists three stages. Firstly, through querying transaction records and analyzing transaction cost, each custom

22、er’s total profit contribution to enterprise can be gained, and it is used to measure t</p><p>　　This article expands the concept of brand in theory, gives the relation and harmony theory model of enterprise

23、 innovation competence and the competitive competence of brand, and studies the multiplier effect theories of enterprise's innovation ability and brand competitiveness.</p><p>　　Based on the theories of

24、marketing channel behaviors and relationship marketing, by testing hypotheses, this paper explores the impact of relationship marketing orientation on a firm’s marketing channel behaviors. It found that, firstly, relatio

25、nship marketing orientation has a positive effect on a firm’s exercises of noncoercive power, and has a negative moderate effect on the positive relationship between firm’s power and its exercises of coercive power. Seco

26、ndly, relationship marketing orient</p><p>　　In this paper, the model of Revelation Principle in Game Theory is used into Market Segmentation. In the initial transaction, the monopolistic firm offers a menu

27、of Marketing Strategies Portfolio designed according to the distribution of customers’ utility in order to differentiate customers based on their selected marketing strategy. In a long-term firm- customers relationship,

28、 the firm implements Market Segmentation through the information gained in the initial transaction, and get the added </p><p>　　From: Philip kotler（2004）. Megamarketing. Various Views’ World.Harvard. Busines

29、s Review.</p><p><b>　　附錄二</b></p><p>　　在貫徹全球品牌戰(zhàn)略的過程中，各跨國公司經(jīng)常會(huì)在標(biāo)準(zhǔn)化與本土化之間處于模棱兩可、進(jìn)退兩難的境地，有時(shí)可能陷入脫離東道國市場的盲目標(biāo)準(zhǔn)化的思路，有時(shí)又可能實(shí)行完全本土化的思路。這兩種方式都不恰當(dāng)。本文剖析了摩托羅拉中國電子有限公司的全球品牌戰(zhàn)略案例，并對(duì)進(jìn)入中國市場的60家跨國公司的品牌戰(zhàn)

30、略進(jìn)行了實(shí)證分析，針對(duì)跨國經(jīng)營全球品牌的形成條件、戰(zhàn)略優(yōu)勢(shì)、經(jīng)營模式、管理體系及跨國公司執(zhí)行全球品牌戰(zhàn)略時(shí)所遇到的一系列問題，辯證地闡述并創(chuàng)立了跨國公司“全球標(biāo)準(zhǔn)品牌戰(zhàn)略與本土化運(yùn)作管理模式。</p><p>　　從營銷學(xué)角度提出的地理品牌的概念，通過實(shí)證研究歸納出地理品牌的共享模式，指出了在共享地理品牌情形下無法產(chǎn)生市場份額超過10%企業(yè)品牌的真正原因，彌補(bǔ)了地理品牌共享情形下企業(yè)品牌趨同的影響因素研究的不足。

31、通過實(shí)證研究發(fā)現(xiàn)：我國的原產(chǎn)地名稱保護(hù)的立法對(duì)象涵蓋的范圍過大，長期來看制約技術(shù)創(chuàng)新和技術(shù)發(fā)展；企業(yè)的產(chǎn)品命名應(yīng)盡量避免使用原產(chǎn)地域名稱；不能突破地理品牌共享的約束，企業(yè)成就強(qiáng)勢(shì)品牌的戰(zhàn)略是一種十分危險(xiǎn)的行動(dòng)。</p><p>　　通過宏觀和微觀兩個(gè)視角，在實(shí)證的基礎(chǔ)上研究中國不同區(qū)域市場中驅(qū)動(dòng)消費(fèi)者品牌忠誠的主導(dǎo)因素差異。首先根據(jù)區(qū)域社會(huì)經(jīng)濟(jì)發(fā)展水平將中國市場細(xì)分為時(shí)尚之都、成熟區(qū)、新興區(qū)和老少邊窮區(qū)，然后研究

32、不同區(qū)域消費(fèi)者品牌忠誠成因的差異。研究結(jié)果顯示，消費(fèi)者品牌忠誠的主導(dǎo)品牌感知價(jià)值存在區(qū)域差距。現(xiàn)代化水平較高的區(qū)域，象征性和體驗(yàn)性價(jià)值對(duì)品牌忠誠的形成起重要作用；現(xiàn)代化水平低的區(qū)域，功能性價(jià)值對(duì)品牌忠誠的形成起主導(dǎo)作用。同時(shí)發(fā)現(xiàn)，不同品牌感知價(jià)值對(duì)品牌忠誠的貢獻(xiàn)存在品類差異。本文的研究結(jié)論便于深入理解中國這個(gè)新興大市場多樣性的消費(fèi)行為，對(duì)企業(yè)選擇目標(biāo)市場，制定差異化品牌營銷戰(zhàn)略具有重要借鑒意義。</p><p>

33、　　交易成本分析（TCA）方法，探討了在產(chǎn)業(yè)生命周期變動(dòng)條件下，企業(yè)營銷渠道治理形式的判斷與選擇規(guī)則，并指出了其主要的決定因素是資產(chǎn)專用性程度、環(huán)境不確定性和交易頻率。在產(chǎn)業(yè)生命周期各個(gè)不同的階段，這三大因素共同影響著渠道生產(chǎn)效率和渠道治理效率水平，從而最終決定企業(yè)應(yīng)當(dāng)選擇的合適的渠道治理形式。</p><p>　　文采用情景投射加普通問卷的多樣化研究方法探討了沖動(dòng)性購買的后果所帶來的影響。結(jié)果表明，當(dāng)上次的沖動(dòng)

34、性購買行為帶來的負(fù)面后果達(dá)到一定程度時(shí)，下一次的購買沖動(dòng)性和認(rèn)知評(píng)價(jià)都會(huì)受到較大的影響。同時(shí)，男女消費(fèi)者以及具有不同購買沖動(dòng)特質(zhì)的消費(fèi)者在這種影響上，表現(xiàn)出了較大的差異性。沖動(dòng)性購買是一種普遍的購買行為類型，其影響因素眾多。雖然研究人員注意到了心情對(duì)沖動(dòng)性購買的影響，但卻沒有深入地研究其影響的具體過程。文章通過引入心情調(diào)控動(dòng)機(jī)和店內(nèi)瀏覽兩個(gè)變量，闡述了消極心情影響沖動(dòng)性購買的機(jī)制，同時(shí)考慮了可能該影響過程中的因素，并通過實(shí)證研究證實(shí)了上

35、述結(jié)論。最后，總結(jié)了本文的研究結(jié)果在學(xué)術(shù)和應(yīng)用方面的啟示，并提出未來的研究方向。</p><p>　　考慮集(Consideration Set)是消費(fèi)者在購買決策中會(huì)積極考慮和評(píng)估的品牌，只有考慮集中的品牌才有可能最終被消費(fèi)者購買。在西方學(xué)者的消費(fèi)者行為研究中，考慮集是一個(gè)重要概念，相關(guān)的研究已有約四十年的歷史，而國內(nèi)學(xué)者對(duì)這一領(lǐng)域的研究較為缺乏。本研究在上海通過現(xiàn)場實(shí)驗(yàn)法（Field Experimentat

36、ion）獲得消費(fèi)者考慮集的相關(guān)信息，來檢驗(yàn)企業(yè)營銷中的產(chǎn)品傷害危機(jī)（Product- harm Crisis）事件及其處理過程對(duì)消費(fèi)者考慮集的影響。</p><p>　　顧客傾向于將服務(wù)看成為一系列的屬性，而這些屬性在顧客對(duì)于服務(wù)的評(píng)價(jià)和選擇上有著不同的貢獻(xiàn)和影響。為了深入了解醫(yī)院住院部的服務(wù)屬性對(duì)于病人顧客滿意感的影響研究，本研究通過實(shí)證研究的方法，得出以下結(jié)論：（1）影響住院病人滿意感的屬性包括五大類，即醫(yī)

37、療質(zhì)量、醫(yī)務(wù)人員的理解與溝通、環(huán)境和設(shè)施、等待時(shí)間以及輔助服務(wù)；（2）醫(yī)療質(zhì)量是對(duì)住院病人滿意感最大的影響因素，其次為醫(yī)務(wù)人員的理解與溝通，環(huán)境和設(shè)施、等待時(shí)間以及輔助服務(wù)的影響較弱。</p><p>　　建立國際型教育產(chǎn)業(yè)的客戶決策行為范式，目的是認(rèn)識(shí)該產(chǎn)業(yè)目標(biāo)客戶群的決策特征。實(shí)證研究發(fā)現(xiàn)，“文化價(jià)值觀——?jiǎng)訖C(jī)——行為傾向”范式是認(rèn)識(shí)客戶決策特征的有效途徑，心理、資金等障礙因素影響動(dòng)機(jī)與行為傾向間的關(guān)聯(lián)強(qiáng)度。

38、</p><p>　　在當(dāng)前的競爭環(huán)境下，與高價(jià)值客戶建立良好穩(wěn)定的關(guān)系，已經(jīng)成為企業(yè)獲得競爭優(yōu)勢(shì)的必然選擇。通過運(yùn)用基于客戶價(jià)值的客戶聚類及客戶特征分析方法，該方法的基本步驟是：（1）首先，通過對(duì)交易記錄的查詢和對(duì)交易成本的分析，獲取每個(gè)客戶為企業(yè)貢獻(xiàn)的總利潤，并將其作為衡量客戶價(jià)值的指標(biāo)；（2）根據(jù)客戶價(jià)值的不同，采用k-均值聚類方法對(duì)客戶群進(jìn)行劃分，不同的客戶劃分對(duì)應(yīng)不同的客戶價(jià)值；（3）利用決策樹歸納方法

39、，構(gòu)造能夠反映不同價(jià)值客戶特征的決策樹，為管理者制定客戶發(fā)展戰(zhàn)略提供依據(jù)。</p><p>　　企業(yè)創(chuàng)新能力是企業(yè)內(nèi)在的潛在能力，品牌競爭力是企業(yè)產(chǎn)品占領(lǐng)市場的能力，它們是分別發(fā)生于企業(yè)的內(nèi)部及外部的活動(dòng)，但以企業(yè)本身為紐帶相互聯(lián)系、相互作用。企業(yè)可以不考慮自身現(xiàn)有的創(chuàng)新能力，而取得品牌市場競爭力持續(xù)發(fā)展嗎？在沒有一定的品牌市場競爭力支撐下，企業(yè)還有進(jìn)一步實(shí)現(xiàn)創(chuàng)新活動(dòng)的資本嗎？企業(yè)創(chuàng)新力與品牌競爭力之間究竟存在什

40、么樣的相互聯(lián)系，以及它們之間的相互聯(lián)系是如何作用的，這些將是值得研究的主題。</p><p>　　基于營銷渠道行為理論和關(guān)系營銷理論，通過假設(shè)檢驗(yàn)，探討了在中國的營銷渠道中關(guān)系營銷導(dǎo)向?qū)ζ髽I(yè)營銷渠道行為的影響。研究結(jié)果顯示，第一，關(guān)系營銷導(dǎo)向?qū)ζ髽I(yè)使用非強(qiáng)制性權(quán)力有正向的影響，對(duì)企業(yè)權(quán)力與企業(yè)使用強(qiáng)制性權(quán)力之間的正相關(guān)關(guān)系有負(fù)向的調(diào)節(jié)作用；第二，關(guān)系營銷導(dǎo)向?qū)ζ髽I(yè)與其渠道伙伴共同解決問題有直接且正向的影響；第三，

41、企業(yè)使用強(qiáng)制性權(quán)力與它和渠道伙伴共同制定計(jì)劃之間有正相關(guān)關(guān)系，與它和渠道伙伴共同解決問題之間無顯著的相關(guān)關(guān)系；企業(yè)使用非強(qiáng)制性權(quán)力與它和渠道伙伴共同制定計(jì)劃之間有負(fù)相關(guān)關(guān)系，與它和渠道伙伴共同解決問題之間有正相關(guān)關(guān)系。</p><p>　　將信息顯示原理的模型運(yùn)用于市場細(xì)分，探討壟斷企業(yè)在初次交易中如何根據(jù)客戶的效用分布設(shè)計(jì)可供客戶選擇的營銷組合策略，并根據(jù)客戶消費(fèi)行為的自我選擇推斷客戶的信息類型。根據(jù)推斷的信息