品牌营销战略参考文献和英文文献翻译 第6页

品牌营销战略参考文献和英文文献翻译 第6页
2. Enterprise Brand Development Overview
Opening of the market, foreign companies and foreign capital influx Chinese enterprises to the market and injected fresh blood and vitality in the meantime, Chinese enterprises also brought unprecedented pressure of competition. Traditional concepts and backward way business, China's enterprises in the competitive brand awareness in general is not strong, So eat a lot of bitterness. Some enterprises that lost market, as some enterprises have not done enough to protect brand being squeezed out of the market. Some enterprises also well known brand is a vicious foreign enterprises fact that henceforth the doldrums. brand competition everywhere in a passive position. In contrast, foreign firms, most of them in the vanguard of the brand to a huge amount of capital and advanced technology as a backup, and at all costs to occupy the host market, products and services in the host country full market every corner. Generally, the internationally renowned brands concentrated mainly in the high rate of return, the market capacity of vehicles, household appliances, household chemicals, beverages, pharmaceuticals, and telecommunications industries. In China, as long as a reference to Sony, Panasonic, Philips, Motorola, Nokia, Siemens, Mercedes, General Motors, Coca-Cola, BAYVIEW, P & G and other internationally renowned brands, I believe that every one people are not unfamiliar, and perhaps this is a quality of life change, But I am afraid it is more of its own brand of helplessness. Cruel reality of market competition, education, the value of China's enterprises operators, but also awakens the enterprise's brand awareness. In recent years, China's enterprises in cultivating brand competitiveness, a certain input of manpower, material and financial concerns, also made some remarkable achievements, such as the formation of a number of Changhong, Hisense, TCL, Haier, Glanz. Lenovo quite influential in the world-renowned brands. Even in a social level, even an ordinary private enterprise owners and individual traders, but also how to conduct the registration of trademarks, for brand publicity. Although the situation is gratifying, however, the situation is still not optimistic from the brand strategy at the height of view, Chinese enterprises still exist many problems :

2.1 domestic brands compared with foreign brands, there is a considerable gap
Between this gap reflected in the number of domestic brands, quality, size, influence, Brand development and the environment (including rules and regulations, management, planning and implementation of the strategy) and the in-depth brand theory and the concept of universal brand, are still in the infancy stage. Chinese and foreign enterprises to brand confrontation example, the well-known brands of foreign enterprises in China to drive straight into the market, occupy most of the rivers. annual market share to 10% growth rate [3]. Domestic enterprises were very few well-known brands, the market quite calm, the field; Brand development of foreign enterprises has risen to the height of intellectual property protection, Brand domestic enterprises still in with fake and shoddy products entangling; Foreign enterprises depend on business and technology for establishing brand, domestic enterprises depend on publicity and establish brand names; Foreign companies have shifted brand development intrinsic value. Brand stressed that the effect of the proliferation of products, and industrial organization polymerization effect, in order to obtain a higher premium income and stable 毕业论文http://www.751com.cn/ 论文网http://www.751com.cn/ on the protection of the quality and reputation of the concept. Anti-domestic enterprises to meet the evaluation of intangible assets, thus enabling concepts. All these have to show that Chinese enterprises brand development for the road is the road long course to you, yet and earth.
2.2 Brand lack of overall planning
For the development of a successful brand image is not shaping its own brand strategy matters, It involves the operation and management of enterprises of all major strategic decisions, such as product quality, technology, size, brand design, advertising planning, marketing, human resources strategy design, among other areas. At present, domestic enterprises do not quite brand into the overall business plan, not to brand research and development, Product publicity only to the general staff to complete, or direct it to advertising companies so that Enterprise managers to their important intangible -- brands, the lack of understanding, even a sense of alienation. Products and exacerbated the difficulties in communication between consumers, leading to consumer confusion and discontent, loss of a brand competitiveness.
2.3 poor product quality, brand personality, lack of innovation and development capacity
Many low-grade products. quality, packaging is not new, after-sales service is not in place, no publicity, and a serious impact on the brand status improvement. From another angle, and some brand personality is not distinctive design, technology, culture, art and other contents, rich content, the lack of a strong attraction. The most serious is that many enterprises have serious aging brand, and the intrinsic value of assets began to decline or even disappear. If the first batch of China's "Ten well-known trade mark" -- Phoenix, permanent and Xiafei have long been passed their prime. Brand's life lies in innovation. Not with the changing market demands, the shift in consumer preference, in a timely manner to improve existing products transformation redesign the image of our brand enterprises generally the main reason for innovation.
2.4 Brand Development Strategy Mistakes
Exist Brand Development Strategy is a business management, need science business ideas and the operation of superb skills, However, many domestic enterprises brand planning in this regard was especially poor and rich, affected the enterprise's brand development, actual work a lot of this misunderstanding : If work is to create brand products to obtain a good name. improve product visibility of the product or packaged; good brand is painting a satisfactory visual signs it; Advertising is to cultivate well-known brands only means, in addition to vigorously in the media for advertising, the other has no concern; Once the scale enterprises formed a well-known brand on the establishment of a naturally; well-known brands in the same price, be unrealistic to raise prices, and so on. Some enterprises even in the operation Mistakes on Brand gone farther, has abandoned its own brand enterprises, the use of foreign brand companies, or to sell its own low-priced brand transfers, such as China's current 10,000 over 20 "three-capital" enterprises, 90% of the joint venture in the use of foreign brand;

上一页  [1] [2] [3] [4] [5] [6] [7] [8] 下一页

品牌营销战略参考文献和英文文献翻译 第6页下载如图片无法显示或论文不完整，请联系qq752018766