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品牌营销策略外文文献Brand Marketing StrategyIntroductionBrand marketing is a crucial aspect of any business strategy as it helps create awareness, build loyalty, and differentiate a company's products or services from its competitors. This paper aims to discuss various brand marketing strategies and their importance in the global market.Importance of Brand MarketingBrand marketing plays a vital role in creating a positive perception of a brand in consumers' minds. It helps build trust, credibility, and loyalty among customers, leading to repeat purchases and brand advocacy. A strong brand also allows a company to command premium prices for its products or services and gives it a competitive advantage in the market.Brand Positioning StrategyBrand positioning is a crucial step in brand marketing strategy as it determines how a brand should be perceived in the market. It involves identifying the target audience, understanding their needs and preferences, and positioning the brand in a way that resonates with them. This can be achieved through effective communication, advertising, and branding activities.Brand Differentiation StrategyBrand differentiation is an essential aspect of brand marketing, especially in highly competitive markets. It involves highlighting the unique features, benefits, or values of a brand that set it apart from its competitors. This can be done through product innovation, superior quality, excellent customer service, or a unique brand personality.Brand Extension StrategyBrand extension is a strategy where a company uses its established brand name to launch new products or enter new markets. This strategy leverages the existing brand equity to gain a competitive advantage and reduce the risk associated with introducing new products or entering new markets. However, it is important to ensure that the brand extension aligns with the brand's core values and does not dilute its equity.Digital Marketing StrategyWith the advent of the internet and social media, digital marketing has become an integral part of brand marketing strategy. It helps businesses reach a wider audience, engage with customers in real-time, and build an online brand presence. Digital marketing activities include search engine optimization (SEO), social media marketing, content marketing, influencer marketing, email marketing, and paid advertising.Customer Relationship Management StrategyBuilding strong relationships with customers is essential for long-term success and brand loyalty. Customer relationship management (CRM) strategy involves collecting and analyzing customer data to understand their preferences, needs, and behaviors. This information can then be used to personalize marketing communications, offer tailored products or services, and provide excellent customer service.ConclusionIn conclusion, brand marketing plays a crucial role in the global market as it helps create awareness, build loyalty, and differentiate a brand from its competitors. Various brand marketing strategies, such as brand positioning, differentiation, extension, digital marketing, and customer relationship management, can be used to achieve these objectives. It is essential for businesses to continuously evaluate and adapt their brand marketing strategies to stay competitive and meet evolving customer preferences.。
品牌战略毕业论文参考【摘要】：本文从品牌战略的含义入手，首先说明了品牌的重要意义，品牌是企业的形象和内在的代表，在企业的发展中发挥着重要的作用。
文中详细阐述了品牌战略在企业发展中的意义，不仅能够促进产品销售，还能在很大程度上提高企业的员工凝聚力，提高企业的工作效率。
但是从品牌战略的发展高度来看，我国在实施品牌战略的过程中还存在很大的欠缺，本文提出了以下几点，品牌发展缺乏整体规划，在品牌定位上没有突出品牌个性，对品牌的开发缺乏保护措施。
品牌战略之所以没有充分发挥它的作用，主要原因还是在于企业对品牌战略没有一个深刻的认识。
对此，本文提出了一些建议，加强品牌战略的意识，制定实施品牌战略的整体规划，促进企业全面发展，开拓市场，以扩大品牌市场占有率。
【关键词】：品牌战略、含义、作用、存在问题、实际应用【正文】：一、品牌战略内涵与其功能意义（一）企业品牌战略的内涵企业在实施品牌战略之前，一定要了解品牌战略的含义，所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，取得丰厚利润回报，培养忠诚品牌消费者的一种战略选择。
（注1）品牌对一个企业的发展有很重要的意义，所以品牌战略的使用成了很多企业的选择。
品牌在很大程度上代表了一个产品的质量、性能和可靠度，与一般的商品相比，品牌在市场竞争中占有更大的优势。
企业可以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。
与一般产品相比，品牌产品更具有吸引力。
良好品牌往往能给人以特别印象，在同等质量下可以制定较高价格。
有些公司拥有良好的品牌甚至还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。
品牌能为企业带来很大的收益。
在经济全球化的背景下，竞争也日益激烈，国际市场竞争逐渐表现为品牌的竞争。
尤其是现在的跨国公司绝大多数都是世界知名品牌公司，在竞争中，品牌战略发挥着重要的作用。
品牌策略毕业论文品牌策略毕业论文品牌策略是企业在市场竞争中取得成功的重要因素之一。
随着市场的竞争日益激烈，企业需要有一个明确的品牌策略来吸引消费者的注意并建立品牌忠诚度。
本文将探讨品牌策略的重要性、品牌定位、品牌传播和品牌管理等方面，以帮助企业制定有效的品牌策略。
一、品牌策略的重要性品牌策略对企业的发展至关重要。
首先，品牌策略可以帮助企业在市场中树立独特的形象，与竞争对手区分开来。
一个独特的品牌形象可以吸引消费者的注意，增加产品的销售量。
其次，品牌策略可以提高消费者对产品的忠诚度。
通过建立品牌的信誉和口碑，企业可以赢得消费者的信任，使其更倾向于购买该品牌的产品。
最后，品牌策略可以为企业带来长期的竞争优势。
一个成功的品牌可以在市场上建立起强大的竞争壁垒，使其他竞争对手难以复制。
二、品牌定位品牌定位是品牌策略中的重要环节。
它指的是企业如何将自己的品牌与竞争对手区分开来，并在消费者心中建立独特的形象。
品牌定位需要考虑目标市场、产品特点和竞争对手等因素。
企业可以通过定位自己的品牌为高端、经济实惠、创新等不同的属性来吸引不同类型的消费者。
此外，品牌定位还需要与目标市场的需求相匹配，以确保消费者对品牌的认同和接受。
三、品牌传播品牌传播是将品牌形象传递给消费者的过程。
它包括广告、宣传、促销等多种手段。
在品牌传播中，企业需要选择适合目标市场的传播渠道和媒体，以确保品牌形象能够准确地传达给消费者。
此外，品牌传播还需要考虑传播信息的内容和形式。
企业可以通过创意、情感和故事来吸引消费者的注意，使其对品牌产生共鸣和认同。
四、品牌管理品牌管理是品牌策略的重要组成部分。
它包括品牌形象管理、品牌扩展和品牌维护等方面。
在品牌形象管理中，企业需要保持品牌形象的一致性和稳定性，以确保消费者对品牌的认知和记忆。
品牌扩展是指企业将已有的品牌形象应用于新的产品或市场中。
这需要企业在保持品牌一致性的同时，根据新的市场需求进行适当的调整和创新。
品牌战略英文作文英文：Brand strategy is a crucial aspect of any business, as it helps to differentiate a company's products or services from those of its competitors. A successful brand strategy should be able to communicate the unique value proposition of a company to its target audience, and create a strong emotional connection with them.One of the key elements of a brand strategy is brand identity. This includes the visual and verbal elements that represent the brand, such as the logo, tagline, and brand voice. A strong brand identity can help to create brand recognition and recall, which is important for building brand equity.Another important aspect of brand strategy is brand positioning. This involves identifying the unique position of the brand in the market, and communicating this to thetarget audience. For example, a luxury car brand may position itself as a symbol of status and prestige, while a budget airline may position itself as a low-costalternative to other airlines.In order to develop a successful brand strategy, it is important to conduct market research and understand the target audience. This can help to identify the needs and preferences of the target audience, and develop a brand strategy that resonates with them.中文：品牌战略是任何企业的关键因素，它有助于区分公司的产品或服务与竞争对手的产品或服务。
摘要品牌是给拥有者带来溢价产生增值的一种无形的资产，它是市场经济中竞争的产物。
在我国外贸出口的产品中，由于企业的品牌意识比拟淡薄和长期依赖“贴牌生产〞，导致出口产品的品牌化程度低，缺乏自主的品牌和世界级品牌，使我国品牌竞争力不敌外国品牌，我国品牌面临着更加严峻的挑战。
面对这种形式，国内品牌公司纷纷寻找自己的出路，或与国外品牌合作,或被跨国公司收购，结果导致民族品牌的地位每况愈下。
XX作为全国的出口大省，同样面临这样的局面。
在这种情况下，提出品牌战略，对于提高XX省外贸企业的产品和效劳的竞争地位是非常必要的，它既可以在国内竞争上有立足之地，同时又可走出国门，与国外企业的知名品牌相互竞争，开拓国际市场，品牌战略已成为了国内品牌生存的必由之路。
关键词：XX；外贸出口；品牌战略；实施；研究IAbstractBrandisakindofintangibleassetsbringingpremiumtoownerstoproduceaddedvalue.Itistheproductofcompetitioninthemarket-orientedeconomy.Intheforeigntradeexportofourcountry,ourbrandcompetitivenesswasworsethanthatofforeincountry.Becauseofourweakconsciousnessofbandandlongtim edependenceon originalequipmentmanufacturer,thebrandofexportproductshasalowdegreeand hasalackofautonomousandaworld-classbrand.Itleadstobafacedwithseriouschallenges.Inthefaceofthisform,thedomesticbrandcompaniescooperatewithforeign brandsorbeacquiredbymultinationalcompaniestolookfortheirownway.asaresult,nationalbrandsgodownhill.Zhejiangrovince,asabignationalexportingprovince,isalsofacingsuchsituation.Inthiscase,it’snecessarytoputforwardthebrandstrategy improvethecompetitivepositionofproductsandservicesofforeigntradeenrerpriseinZhejiangprovince.Thebrandcanhaveafootholdinthedomesticcompetition,anditalso cangoabroadtocompetewithwell-knownbrandsinforeignenterprisestodeveloptheinternationalmarket.Brandstrategyistheinevitablecoursetomakethedomesticbrands exisitintheinternationalmarkets.Keywords:Zhejiang;foreignexport;brandstrategy;implementation;researchII目录摘要 (3)Abstract (3)第1章绪论 (1)第2章品牌战略的定义及内容 (2)2.1品牌战略的定义 (2)2.2品牌战略的内容 (2)2.2.1单一品牌战略 (2)2.2.2多品牌战略 (2)2.2.3无品牌战略 (3)第3章品牌战略对中国外贸出口的意义 (4)3.1品牌战略有助于中国企业开拓国际市场 (4)3.2品牌战略有效地防止反倾销措施和其他贸易保护主义 (4)3.3品牌战略可以提高出口经济效益 (4)3.4品牌战略保证产品定位和产品形象的统一和长期稳定持续性的开展 (4)3.5品牌战略给消费者提供其所需的充足信息 (5)第4章XX外贸出口品牌战略的现状 (6)4.1根本现状 (6)4.2XX外贸出口实施的品牌战略表达的特点 (7)4.2.1出口商品品牌化程度低 (7)4.2.2品牌营销意识淡薄 (8)4.2.3品牌的自我保护意识淡薄 (8)第5章XX外贸出口品牌战略问题及原因 (9)5.1 (9)5.2 (9)5.3 (9)第6章娃哈哈品牌案例分析 (11)6.1企业根本情况 (11)6.2成功经历 (12)6.2.1经营理念符合消费者心理是品牌成功的核心 (12)6.2.2准确的产品市场定位是建树品牌的根本 (12)6.2.3成功的广告宣传是确立品牌的根底 (13)6.2.4一流的产品质量是维护品牌的保证 (13)第7章XX实施外贸出口品牌战略的对策措施 (14)7.1政府层面 (14)7.1.1制定产业政策 (14)7.1.2构筑信息平台 (14)7.1.3完善法律法规 (14)7.1.4给予财政政策上的支持 (14)7.2企业层面 (15)7.2.1正确实施品牌战略，树立现代品牌战略意识 (15)7.2.2对已有品牌加大保护力度，实行品牌联合 (15)7.2.3注重产品的技术和质量，力求创新 (15)7.2.4优化企业营销渠道 (15)7.2.5加强售后效劳，满足顾客需求 (15)第8章完毕语 (16)参考文献 (17)致谢 (19)第1章绪论1.1研究背景及意义随着经济全球化和市场经济的快速开展，我国企业处在复杂剧烈的竞争环境中。
品牌战略与对策研究论文引言随着经济的进展和人们生活水平的提高，物质产品的日益丰富，企业经营的竞争已由产品的生产和服务的竞争，转向更高阶段的品牌之间的竞争。
品牌既是企业产品和服务的特有标志，在某种程度上又是一种标准和承诺。
它既是企业进入市场的通行证和消费者之间的桥梁，又是企业定位市场的依托。
品牌战略的系统研究和实践，仅起步于八十年代末。
一九八八年，菲利浦.莫里斯公司和雀巢公司的两大著名收购行动，使品牌价值资产化得到市场正式确认，标志着现代品牌时代的来临。
ZG企业的品牌战略理论和实践近年取得了长足进步和进展，但与西方发达GJ相比还有很大差距。
大力推行品牌战略，有助于树立企业先进的市场观，强化企业的市场主体意识。
一、品牌战略相关概念解析（一）品牌的定义与构成品牌最基本的定义是指打算用来识别一个(或一群)卖主的质物和劳务的名称、术语、记号、象征或设计、或其组合，并打算用来区别一个(或一群)卖主和其竞争者。
品牌包括品牌名称、品牌标志和商标。
品牌在本质上代表着卖者对交付给买者的产品特征、利益和服务的一贯性的承诺，最佳品牌就是质量的保证。
品牌的含义分为6个层次：属性、利益、价值、文化、个性、用户。
因此品牌最持久的含义是其价值、文化和个性，包含视觉、情感、理念，它们构成品牌的实质。
（二）品牌战略的定义与目的品牌战略，顾名思义，是企业以品牌的营造、使用和维护为核心，在分析研究自身条件和外部环境的基础上所制定的企业总体行动计划。
从实际操作来看，品牌战略就是选择、包装、培育、宣传和保护某一品牌，使之逐步享有盛誉，并充分发挥名牌效应来促进品牌和企业本身进展壮大的过程。
品牌战略的主要目的就是要制造极高的知名度、较高的信誉度、较大的市场份额和巨大的经济效益。
第一，极高的知名度。
高知名度是企业产品和服务得以顺畅销售的重要因素和企业一笔巨大的无形财富。
第二，较高的信誉度。
高信誉度是企业经营者和全体员工多年乃至几代人困难奋斗、精心经营所形成的本企业及产品在市场消费者心目中的良好印象。
品牌战略毕业论文品牌战略毕业论文随着市场竞争的日益激烈，品牌战略在企业发展中扮演着至关重要的角色。
品牌战略不仅仅是一个企业的标志和名称，更是企业与消费者之间建立信任和忠诚度的桥梁。
在这篇论文中，我们将探讨品牌战略的重要性以及如何制定和执行一个成功的品牌战略。
首先，我们需要明确品牌战略的定义。
品牌战略是一个企业根据其市场定位和目标，通过塑造独特的品牌形象和价值主张，以吸引和保持目标消费者的一系列战略和决策。
品牌战略的核心是建立品牌的独特性和差异化，使其在市场中脱颖而出。
在制定品牌战略时，企业需要考虑多个因素。
首先是目标市场和目标消费者的需求和偏好。
企业需要了解目标市场的特点和竞争环境，以确定如何与竞争对手区分开来。
其次是企业的核心竞争力和独特性。
企业需要明确自己的核心竞争力，并以此为基础构建品牌形象。
此外，企业还需要考虑品牌的定位和定位附加值，以及如何与目标消费者建立情感连接。
成功的品牌战略需要在制定之后得到有效执行。
执行品牌战略的关键在于整合各个部门和团队的努力，确保品牌形象和价值主张的一致性。
此外，企业还需要通过有效的市场推广和传播来提高品牌知名度和认可度。
社交媒体和数字营销等新兴渠道为企业提供了更多的机会来与消费者进行互动和沟通。
然而，品牌战略的执行并非一帆风顺。
企业可能面临各种挑战和障碍，如资源限制、市场变化和竞争压力。
因此，企业需要灵活应对，并及时调整品牌战略以适应环境的变化。
同时，企业还需要建立有效的品牌绩效评估机制，以监测品牌战略的执行效果，并根据评估结果进行相应的调整和优化。
最后，一个成功的品牌战略不仅仅是企业内部的一项工作，还需要与外部利益相关者建立合作关系。
企业需要与供应商、渠道伙伴和消费者等建立紧密的合作关系，以共同推动品牌战略的实施。
此外，企业还需要积极参与社会责任活动，以提升品牌形象和信誉度。
综上所述，品牌战略在企业发展中具有重要的意义。
通过制定和执行一个成功的品牌战略，企业可以在竞争激烈的市场中脱颖而出，吸引和保持目标消费者的忠诚度。
企业品牌战略研究外文翻译毕业论文华南理工大学广州学院本科生毕业设计(论文)翻译外文原文名 Brand Strategy Research中文译名企业品牌战略研究英文原文版出处: Kapferer,J.H. Strategic Brand Management M. London: Kogan Page, 2010:52-61.译文成绩: 指导教师(导师组长)签名:译文:企业品牌战略研究二、中国企业实施品牌战略的现状1、众多昔日名牌稍纵即逝中外企业在市场上的品牌大战，使刚刚成长起来的民族品牌受到极大的冲击。
上世纪80年代稍有知名度的品牌，不是被抢注商标，就是被收购、挤垮，即使残留下来的也是惨淡经营，真正发展起来的极为有限。
这里典型的案例，上世纪80年代至90年代初期，曾在空调界创下奇迹的华宝空调，在1998年被科龙收购，其后的品牌形象就一再下滑。
、品牌战略已日渐引起国内企业重视、政府的扶持 2自上世纪80年代改革以来，中国社会主义经济建设取得了令人瞩目的成就，从计划经济时代走向市场经济时代的中国企业，品牌经营无从无到有。
资料显示，各地各级政府在对名牌的重视程度、组织推进力度、政策措施上有大幅度提升，青岛、深圳、武汉、宁波、沈阳等市对中国名牌企业的奖励为100万元，大连为300万元，对获省市名牌的企业奖励为10万元-20万元。
2007年1月8日至1月11日，第40届国际消费电子展(CES)在美国杜斯维加斯的威尼斯酒店开幕。
在CES上我们民族企业取得骄人的业绩。
据了解，今年中国有4000人注册参与CES，包括厂商、媒体和观众，在展馆中，有327家参展商。
海尔被全球最权威的消费电子行业媒体《TWICE》评选为另消费电子第一品牌。
3、洋品牌的地位在多数行业仍是难以动摇的但是，我们也应看到，面对市场上纷繁的产品，真正能让消费者脱口而出的中国品牌屈指可数。
随着对外开放的深入，国际上一些大公司纷纷挤入中国市场，一时间中国市场上充斥着“索尼”、“可口可乐”、“飘柔”、“奔驰”等种种国际名牌，这些名目众多的洋品牌猛烈地撞击着中国的民族品牌。
XX企业品牌发展战略研究【⽂献综述】毕业论⽂⽂献综述⼯商管理XX企业品牌发展战略研究当今企业⾯临着经济全球化的挑战和激烈的竞争，这种势头也在逐渐加剧。
在技术进步带来的产品⾼度“同质化”的今天，企业未来发展和经营的重点，不仅是⽣产产品和提供服务，⽽更重要的是利⽤品牌建⽴消费者的信任，赢得消费者的忠诚。
由此可见，品牌在当今社会对⼈类财富的创造起着最强劲、最直接的作⽤。
西⽅国家对于品牌理论的研究最早出现在1955年，距今已有半个世纪了。
在半个世纪中涌现了⼤量国内外学者对品牌进⾏理论研究。
⼀、品牌的与品牌发展战略的涵义品牌（BRAND），来源于英⽂的本意是“烙印”的意思，是⾃然经济时代放牧主的牲⼝打上的财产归属标记，以区分与他⼈的财物。
现代品牌是19世纪资本主义制度确⽴之后出现的。
美国营销协会对品牌的定义是：“⽤来识别产品和服务并以此来和竞争者区别开来的名称、符号、标志、设计或它们的组合”才实践上看，品牌应该是⼀个营销学上的概念。
它是消费者对产品和服务以⾄公司的总体概念，这种概念是消费者长期使⽤该产品和服务⽽获得的，它是⼀种⼼理上的感受。
其⽬的是借以辨认某个销售者或某群销售者的产品或服务，并使之同竞争对⼿的产品和服务区别开来。
[1]品牌发展是指品牌扩张、延伸的⼴度与深度。
名牌是品牌发展与创新的结果，是品牌中的优秀部分、精华部分，⼆者有其天然的联系性。
[2]品牌的发展是创名牌，在市场经济场经济的⼤环境中，具有明确的创建名牌、保护名牌、发展名牌、壮⼤名牌的浓厚观念、强烈愿望、坚定信⼼，并有百折不挠地长期坚持奋⽃去创名牌、保名牌、发展名牌的勇⽓和毅⼒。
思想是⾏动的先导，名牌意识是现代市场经济的重要观念，是当代市场经济发展过程中必须具备的观念和意识。
有了名牌意识，还必须具体落实到推⾏名牌战略的各项活动当中，才能促进品牌发展，创⽴名牌。
[3]关于品牌的⽣命周期性，营销学家菲利普科·特勒(1997)认为应该⽤产品⽣命周期概念加以分析，即品牌也会像产品⼀样，经历⼀个从出⽣、成长、成熟到最后衰退并消失的过程。
毕业设计（论文）外文文献翻译文献、资料中文题目：企业品牌战略研究文献、资料英文题目：Brand Strategy Research文献、资料来源：文献、资料发表（出版）日期：院（部）：专业：班级：姓名：学号：指导教师：翻译日期： 2017.02.14Brand Strategy ResearchKapferer,J.HAvailable online 11 June 2010Economic 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 of competition 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 lastcentury 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 electronics 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 Goods market,“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 count ry’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 corporations sharp 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.Theimplementation 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 is constrantly 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 consumerawareness.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 strategic decision,these major strategic decision,these major strategic decisions were consciously carried out around to expand.。
