外文翻譯----企業(yè)品牌戰(zhàn)略研究

1、<p>　　企業(yè)品牌戰(zhàn)略問題研究</p><p>　　原文來源：Kapferer, J. H  Strategic Brand Management[J]. Kogan Page，London. </p><p><b>　　譯為正文：</b></p><p>　　在經(jīng)濟全球化的今天，如何適應國際化潮流，建立強勢品牌，提高競

2、爭能力，已經(jīng)成為國內(nèi)企業(yè)面臨的迫切問題。本文在分析我國企業(yè)營銷品牌戰(zhàn)略發(fā)展狀況的基礎(chǔ)上，從品牌戰(zhàn)略的內(nèi)涵與其功能意義入手，探討了品牌戰(zhàn)略在企業(yè)營銷中的作用。企業(yè)需要綜合運用多種競爭手段提高品牌意識，搞好品牌定位，塑造良好品牌形象。</p><p>　　一、日系品牌全線潰敗</p><p>　　2006年11月22日上午，NEC宣布將退出2G及2.5G手機市場，這意味著繼夏普、松下、東芝、三

3、菱、三洋之后又一家日本手機廠商退出中國市場，日系手機除京瓷外幾乎全部退出中國2G手機市場的爭奪。</p><p>　　如果我們總結(jié)今天的中國家電市場與十年前有什么不同的話，我想，最大的不同就是，日系企業(yè)在中國的繁華已經(jīng)漸行漸遠。</p><p>　　對于日系手機敗退，乃至日系家電走到中國市場的低谷，主要原因有以下幾點：一是企業(yè)制度呆板，決策困難，反應速度慢，與中國市場現(xiàn)實格格不入，難以適應

4、快速變化的中國市場；二是市場營銷能力弱，產(chǎn)品規(guī)劃能力不強，很難根據(jù)自己對市場的判斷與預測推出迎合消費需求的產(chǎn)品，一直處于跟風的被動局面，無法滿足中國市場的需求；三是未能把握住產(chǎn)業(yè)轉(zhuǎn)型最佳時機，是日系家電企業(yè)失去市場主導地位的重要原因。</p><p>　　日系企業(yè)在中國市場上走到邊緣是否引起我們民族企業(yè)的深思？欲走國際化路線的企業(yè)又是否從“日系企業(yè)”的背后吸取到了教訓？</p><p>　

5、　二、我國企業(yè)實施品牌戰(zhàn)略的現(xiàn)狀分析</p><p>　　1.眾多昔日名牌“曇花一現(xiàn)”</p><p>　　中外企業(yè)在中國市場上的品牌大戰(zhàn)，使剛剛成長起來的民族品牌受到極大的沖擊。上世紀80年代稍有知名度的品牌，不是被搶注商標，就是被收購、擠垮，即使殘留下來的也是慘淡經(jīng)營，真正發(fā)展起來的極為有限。這里典型的案例，上世紀80年代至90年代初期，曾在空調(diào)界創(chuàng)下奇跡的華寶空調(diào)，在1998年被科龍

6、收購，其后的品牌形象就一再下滑。 　　2.品牌戰(zhàn)略已日漸引起國內(nèi)企業(yè)重視，政府的扶持</p><p>　　自上世紀80年代改革開放以來，我國社會主義經(jīng)濟建設(shè)取得了令人矚目的成就。從計劃經(jīng)濟時代走向市場經(jīng)濟時代的中國企業(yè)，品牌經(jīng)營也從無到有。</p><p>　　資料顯示，各地各級政府在對名牌的重視程度、組織推進力度、政策措施上有大幅度提升，青島、深圳、武漢、寧波、沈陽等市對中國名牌企業(yè)的

7、獎勵為100萬元，大連為300萬元，對獲省市名牌的企業(yè)獎勵為10萬元～20萬元。</p><p>　　2007年1月8日至1月11日，第40屆國際消費電子展（CES）在美國拉斯維加斯的威尼斯酒店開幕。在CES上我們民族企業(yè)取得驕人的業(yè)績。據(jù)了解，今年中國有4000人注冊參與CES，包括廠商、媒體和觀眾，在展館中，有327家參展商。海爾被全球最權(quán)威的消費電子行業(yè)媒體《TWICE》評選為中國消費電子第一品牌。<

8、/p><p>　　3.洋品牌的地位在多數(shù)行業(yè)仍是難以動搖</p><p>　　但是，我們也應看到，面對市場上紛繁的產(chǎn)品，真正能讓消費者脫口而出的國內(nèi)品牌屈指可數(shù)。隨著對外開放的深入，國際上一些大公司紛紛擠入中國市場，一時間中國市場上充斥著“索尼”、“可口可樂”、“飄柔”、“奔馳”等種種國際名牌，這些名目眾多的洋名牌猛烈地撞擊著中國的民族品牌。雖然在家電行業(yè)，以海爾品牌為首，“康佳”、“長虹”、

9、“TCL”等國產(chǎn)名牌已發(fā)展得不錯，但同“索尼”、“松下”、“三星”等名牌相比，仍然存在競爭劣勢；在IT行業(yè)，“聯(lián)想”、“方正”、“長城”等品牌的競爭力都有明顯提高，但與歐美、日本等國的產(chǎn)品相比，品牌知名度仍有不足；在日用消費品市場，“寶潔”、“利華”、“漢高”等國際公司已形成三足鼎立之勢。</p><p>　　三、我國企業(yè)實施品牌戰(zhàn)略中存在的主要問題及誤區(qū)</p><p>　　目前，中國品

10、牌走向國際市場有著巨大的機遇和空間，品牌的國際化已經(jīng)不可避免，然而品牌建設(shè)中也存在著不盡如人意的問題。</p><p>　　我國企業(yè)實施品牌建設(shè)存在的問題</p><p>　　從微觀企業(yè)自身因素角度：存在技術(shù)開發(fā)能力不足，品牌競爭能力不強；品牌個性不足，缺乏創(chuàng)新和發(fā)展能力；生產(chǎn)和經(jīng)營規(guī)模偏小，品牌發(fā)展缺乏整體規(guī)劃；出口和國際經(jīng)營能力偏弱，品牌意識不強；品牌定位不明確，存在較大的盲目性等一系

11、列因素。從宏觀社會環(huán)境因素上講：社會機制有待進一步改善，政策法規(guī)的支撐需要進一步加強，國家的產(chǎn)業(yè)政策，出口導向政策對不同的行業(yè)起著不同的促進和限制作用，金融環(huán)境對于企業(yè)的投資能力和市場擴張能力也有相當重要的影響力。我國建立市場體制也有好多年了，雖有了很大的改善但仍不夠健全，有些方面還未真正適應市場經(jīng)濟的要求，消費者的心理還未完全成熟。 </p><p>　　(1)忽視品牌投資，急功近利</p>&l

12、t;p>　　經(jīng)濟全球化背景下，國際競爭越來越表現(xiàn)為品牌的競爭，現(xiàn)代跨國公司絕大多數(shù)都是世界知名品牌公司，尤其注重品牌戰(zhàn)略的運用，通過品牌這種全方位的輸出形態(tài)，跨國公司逐步占領(lǐng)了國際市場，可以毫不夸張地說，而今，品牌已是跨國公司實現(xiàn)全球戰(zhàn)略目標的銳利武器，是實現(xiàn)資本擴張的重要手段。</p><p>　　冰凍三尺，非一日之寒。品牌絕不可能在短期內(nèi)創(chuàng)出來，是一個長期積累的過程。很多企業(yè)沒有清醒地認識到這一點，妄圖

13、在短時間內(nèi)創(chuàng)出一個名牌，而忽視了長遠的規(guī)劃和戰(zhàn)略。 </p><p>　　(2)品牌戰(zhàn)略是一項系統(tǒng)工程</p><p>　　品牌戰(zhàn)略的實施是一項系統(tǒng)工程，是企業(yè)整體發(fā)展戰(zhàn)略與競爭戰(zhàn)略的重要組成部分。品牌戰(zhàn)略的實施靠的是企業(yè)整體素質(zhì)與整體形象的提高，需要有科學的經(jīng)營理念和高超的運作技巧，但國內(nèi)不少企業(yè)品牌策劃者在此方面表現(xiàn)得尤為拙劣和急功近利， 影響了企業(yè)品牌的

14、發(fā)展， 實際工作中出現(xiàn)了不少這樣的誤區(qū)： 如認為創(chuàng)建品牌工作就是給產(chǎn)品取個好名字， 提高產(chǎn)品知名度或把產(chǎn)品包裝一下； 好的品牌是畫個令人滿意的視覺標志而已； 廣告是培育知名品牌的唯一手段，除了在媒體上大肆作廣告外， 其它別無關(guān)注； 企業(yè)產(chǎn)品規(guī)模一旦形成了， 知名品牌就自然而然地建立了； 知名品牌等同于高價， 必須不切實際地提高產(chǎn)品價格等。有的企業(yè)甚至在品牌操作誤區(qū)上走得更遠， 不惜放棄企業(yè)自身品牌， 采用外國公司品牌， 或?qū)⒆陨砥放频蛢r

15、出售轉(zhuǎn)讓， 如我國現(xiàn)有20多萬個“三資”企業(yè)中， 有90%以上的合資企業(yè)在使用外方品牌； 廣州潔銀牙膏廠以200萬元低價將品牌轉(zhuǎn)讓給合資企業(yè)等， 就是這樣的突出事例， 現(xiàn)今其可怕后果已日漸顯現(xiàn)出來——喪失了本國企業(yè)自身品牌、產(chǎn)品與知識產(chǎn)權(quán)， 民族產(chǎn)業(yè)競爭力究竟何在！ </p><p>　?。?）產(chǎn)品是企業(yè)在市場中競爭優(yōu)勢可以很快被競爭對手模仿、超越，而品牌卻難以逾越，真正持久的競爭優(yōu)勢來自于不斷創(chuàng)新，以“不變”應

16、“萬變”</p><p>　　品牌是核心競爭力的集中體現(xiàn)。市場是瞬息萬變的，任何品牌都面臨著隨時被淘汰的危險。過于看重現(xiàn)有的成績，不重視創(chuàng)新，是導致很多名牌“下馬”的重要原因?？煽诳蓸饭厩叭问紫癄I銷官塞爾·齊曼說，“品牌是惟一使公司產(chǎn)品和服務有別于競爭對手標志，是開辟市場最有效的武器，優(yōu)秀的品牌可以讓你的產(chǎn)品脫穎而出?！碑a(chǎn)品的物理屬性、數(shù)量、價格、質(zhì)量、服務等很容易被競爭對手模仿，而品牌除了產(chǎn)品本身，

17、還包含了附加在產(chǎn)品上的文化背景、情感、消費者認知等無形的東西，使企業(yè)永遠立于市場競爭的不敗之地。消費者的認知決定企業(yè)的命運，而品牌又直接的影響了消費者的認知。品牌是市場中企業(yè)相互區(qū)別的重要標志，是消費者進行消費的風向標，以品牌為核心已成為企業(yè)重組和資源重新配置的重要機制。</p><p>　　四、民族企業(yè)在品牌國際化進程中如何進行品牌定位</p><p>　　1．以科技為后盾，樹立“質(zhì)量第

18、一，以質(zhì)取勝”的經(jīng)營理念，品牌的時尚要素、個性化的突出</p><p>　　產(chǎn)品質(zhì)量是創(chuàng)造名牌的基石。產(chǎn)品的競爭力表現(xiàn)為品牌的競爭，而品牌競爭所依仗的則是產(chǎn)品的內(nèi)在質(zhì)量。一個品牌成長為名牌靠的是質(zhì)量，一個品牌在市場上倒牌也大多是因為質(zhì)量出了問題。所以，可以說，質(zhì)量是品牌生命之所系。</p><p>　　此外，企業(yè)還應借鑒國外成功經(jīng)驗，提高自己的設(shè)計開發(fā)能力。企業(yè)要敢在新技術(shù)革命的挑戰(zhàn)中創(chuàng)造

19、自己的品牌，提高產(chǎn)品的市場競爭能力，就必須在技術(shù)改造上下功夫。在世界個性化趨勢的變化中，顧客的價值體驗和差異化價值實現(xiàn)已經(jīng)直接決定了產(chǎn)品的最終銷售，個性化服務不可或缺！</p><p>　　2.強化市場營銷，提高品牌認知度，將品牌戰(zhàn)略有機地融合于企業(yè)整體戰(zhàn)略，并促進整體戰(zhàn)略的發(fā)展</p><p>　　市場營銷是實施品牌戰(zhàn)略中的重要一環(huán)。通過選擇正確的市場營銷方式，可以有效地利用品牌效應讓品

20、牌家喻戶曉，擴大市場占有率。實施品牌戰(zhàn)略不是一項孤立的工作，而是與企業(yè)整體發(fā)展戰(zhàn)略息息相關(guān)的。一個成功品牌形象的塑造絕不僅僅是品牌自身的事情，涉及到企業(yè)經(jīng)營管理的所有重大戰(zhàn)略決策，這些重大戰(zhàn)略決策都要自覺地圍繞品牌來進行，來展開。</p><p>　　3．遵循品牌設(shè)計規(guī)律，注重品牌形象，準確品牌的市場定位，品牌表現(xiàn)和傳播的感性價值的突出</p><p>　　品牌形象競爭并非全方位的競爭，每

21、一個品牌都有自己的市場定位。定位的基本方法不是去創(chuàng)作某種新奇的或與眾不同的事項，而是去操縱已經(jīng)存在于心的東西，即將顧客心目中潛在的購買欲望挖掘出來，使之轉(zhuǎn)化為消費沖動。企業(yè)應以市場為向?qū)?，以科技為手段來適應其的要求變化，如建立信息反饋系統(tǒng)，不斷搜集了解消費者需求和偏好的變化，以及對品牌的意見，以便引導消費，不斷開拓新產(chǎn)品，為消費者提供個性化的服務，最大程度滿足消費者，以使自己在競爭中處于有利地位。</p><p>

22、;　　21世紀的世界已進入品牌國際化的競爭時代，品牌已成為一種新的國際語言進入到千家萬戶。以品牌來建立產(chǎn)品在市場中的地位，樹立企業(yè)形象，是企業(yè)有效的市場競爭手段。品牌是產(chǎn)品的核心內(nèi)容，品牌效應是其他營銷手段所不及的。企業(yè)必須要通過管理制度、技術(shù)的創(chuàng)新，不斷提高產(chǎn)品和服務的質(zhì)量。同時要加大品牌國際競爭的戰(zhàn)略研究和策劃，從企業(yè)的組織結(jié)構(gòu)、管理效率、營銷策略等方面，全方位提高品牌的國際競爭力。我國企業(yè)目前大多處于成長階段，品牌實力較弱，這是勿

23、庸置疑的事實，然而根據(jù)行業(yè)、市場和企業(yè)資源狀況，趨利避害，選擇最佳的品牌策略，才是明智的選擇。比如現(xiàn)在比較通行的與具有知名品牌的境外公司合作生產(chǎn)，借殼上市；使用掛鉤策略，重新界定品牌形象；用兩個或多個品牌有效地組成協(xié)作聯(lián)盟，提高自己品牌的社會接受力等?？傊x擇合適品牌戰(zhàn)略，重視品牌營銷創(chuàng)意和售后服務，以達到品牌轟動效應和強大沖擊力，才能使品牌永葆青春活力，立于世界品牌之林。</p><p>　　Brand Str

24、ategy Research</p><p>　　Resource：Kapferer, J. H  Strategic Brand Management[J]. Kogan Page，London. </p><p>　　Economic globalization, how to adapt to international trends, establish a strong

25、 brand and enhance our competitiveness, have become pressing issues facing enterprises. Based on the analysis of the development of corporate marketing brand strategy, based on the content of brand strategy and its funct

26、ional significance, to discuss the brand strategy in enterprise marketing role. Enterprise needs to use a variety of means of competition to increase brand awareness, improve brand positioning, and cr</p><p>

27、;　　First, Japanese brands across the board defeat </p><p>　　November 22, 2006 morning, NEC announced that it would withdraw from 2G and 2.5G mobile phone market, which means that, following Sharp, Panasonic,

28、 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. </p>

29、<p>　　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 have been lopsided prosperity. </p><

30、p>　　The Japanese mobile phone in retreat, and even went to China, Japanese home appliance market downturn, the following main reasons: First, rigid enterprise system, decision-making difficult, the reaction was slow,

31、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

32、 their market launch to meet consumer demand and forecast products,</p><p>　　Japanese companies come to the edge in the Chinese market is causing companies to think deeply about our nation? To take the inter

33、national route and whether the enterprise of "Japanese Company" to the lessons learned behind? </p><p>　　Second, the brand strategy implementation in China the Current Situation </p><p&g

34、t;　　Many old famous "flash in the pan" </p><p>　　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 littl

35、e-known 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 a typical case, the last century 80s to early 90s, he work

36、ed in air conditioning sector hit wonders of the Warburg in 1998, was acquired Kelon, the subsequent decline in brand image is repeated.</p><p>　　Brand strategy has been an increasing emphasis on domestic en

37、terprises caused the government to support </p><p>　　Since the 80s of last century reform and opening up, China's socialist economic construction has made remarkable achievements. From a planned economy

38、to market economy era Chinese companies, brand management has grown out of nothing. </p><p>　　Information, local governments at all levels of emphasis on brand-name, organization promoting the efforts, polic

39、ies and measures have greatly enhanced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other cities on the Chinese famous enterprises incentives to 100 million, on Dali an 3 million Yuan, on brand-name companies have been

40、 cities for the 100,000 yuan reward ~ 200000 yuan. </p><p>　　January 8th 2009 year to January11th, the 40th International Consumer Electronics Show (CES) in Las Vegas Venetian hotel opening. National enterpr

41、ises in the CES, we achieve superior results. It is understood that this year there are 4,000 people registered to participate in China CES, including manufacturers, media and spectators, in the exhibition hall, there ar

42、e 327 exhibitors. Haier is the world's most authoritative consumer electronics industry media "TWICE" named for the Chinese consumer e</p><p>　　3. The status of foreign brands in most sectors i

43、s still difficult to shake </p><p>　　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 num

44、ber of big companies have to squeeze into the Chinese market, Chinese market, a time filled with "Sony", "Coca-Cola," "Rejoice", "Benz" and various other international brands, many

45、 of these names</p><p>　　foreign brands violently hitting the national brand in China. Although the appliance industry, led by Haier brand, "Konka", "Changhong", "TCL" and other

46、 domestic brands have developed well, but with the "Sony", "Panasonic", "Samsung" and other brands, they are still there competitive disadvantage; in the IT industry, "Lenovo", &qu

47、ot;Founder", "Great Wall" and the brand's competitiveness has improved significantly, but with Europe and the United States, Japan and other countries compared to, brand awa</p><p>　　Third

48、, the brand strategy implementation in China Problems and Errors </p><p>　　Currently, Chinese brands have a huge international market opportunity and space for international brands has been inevitable, but t

49、here are also brand building is not unsatisfactory. </p><p>　　Our Enterprise Brand Building Problems </p><p>　　Factors from the point of micro-enterprises themselves: there is a lack of technolo

50、gy 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 expo

51、rts and international 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 </p><p>　　

52、2. The current situation of global economic integration, the error of the brand strategy implementation </p><p>　　(1) Ignore the brand investment, profit-oriented </p><p>　　Background of economi

53、c 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 br

54、and strategy, brand such a full range of output through the form of multinational corporations gradually occupation of the international market, it is no exaggeration to say that now, the brand has achieved global strate

55、gic objectives of transnational corporation</p><p>　　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 recogniz

56、e this point, attempt to create a brand in a short time, but ignored the long-term planning and strategy. </p><p>　　(2) Brand strategy is a systematic </p><p>　　The implementation of brand strat

57、egy 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 enhanceme

58、nt, the need for scientific management idea and superb operational skills, but quite a few brand planner in this regard was particularly poor performance and immediate impact brand development, practical work in the emer

59、gence of many such errors: </p><p>　　(3) Product is the enterprise competitive advantage in the market can be quickly imitated by competitors, beyond, the brand is insurmountable, real and lasting competitiv

60、e advantage comes from innovation, in order to "change" should be "status quo" </p><p>　　Brand is the concentrated expression of the core competitiveness. The market is constantly changin

61、g 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

62、's former chief marketing 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, e</p><p&g

63、t;　　Fourth, national enterprises in brand internationalization process of how to brand positioning </p><p>　　Backed by science and technology, establish a "quality first, winning by quality" busine

64、ss philosophy, the brand's fashion elements, the outstanding individual </p><p>　　Product quality is the cornerstone of creating brand. Competitiveness of their products performance in the competition fo

65、r the brand, and brand competition while relying on the inherent quality of products. Growth for the brand through a brand is the quality of a brand in the market down are also in most of a problem because of the quality

66、. Therefore, it can be said, quality is the brand of life depends. </p><p>　　In addition, enterprises should learn from successful experiences abroad to enhance their design and development capability. Enter

67、prises should dare to challenge the new technology revolution to create their own brand, and increase market competitiveness; we must work hard in the transformation. Personalization trend in the world changes, the value

68、 of customer experience and the value of differentiation has been directly determined to achieve the final product sales, personal services are indisp</p><p>　　2. To strengthen marketing, improve brand aware

69、ness, brand strategy will be organically integrated in their overall strategy to promote the overall development strategy </p><p>　　The implementation of brand marketing is an important part of the strategy.

70、 By choosing the right marketing approach can be effectively used to brand a household name brand, expand market share. Brand strategy is not an isolated task, but the overall development strategy and business are closel

71、y related. A successful brand names more than just a brand its own thing, related to business management of all major strategic decision, these major strategic decisions were consciously carried out around</p><

72、;p>　　3. Follow the laws of the brand design, brand image, brand and accurate market positioning, brand performance and outstanding value emotional communication </p><p>　　Brand competition is not all-roun

73、d competition; each brand has its own market position. The basic method is not positioning to create a novel or unique issues, but to manipulate what already exists in the heart, the eyes of potential customers to buy so

74、on tapped desire to make it into consumer impulse. Enterprises should take the market as guide, technology as a means to adapt to changes in its requirements, such as the establishment of information feedback system to c

75、ollect information about ch</p><p>　　The world has entered the 21st century brand international competition, branding has become a new international language into millions of households. To establish the bra

76、nd products in the market position establish a corporate image, is effective competition in the market means business. Brand is the core product; brand marketing is to defy the other. Enterprise management system must be

77、 adopted, technological innovation, and constantly improve the quality of products and services. At the same t</p><p>　　well-known brand outside the company's co-production, reverse merger; use the link

78、strategy to redefine the brand image; with two or more brands collaborate effectively formed alliances to improve their social acceptance of such brand. In short choose the right brand strategy, brand marketing creativit