企业品牌战略研究外文翻译

全球价值链治理外文翻译本科毕业论文外文翻译外文题目:The governance of global value chains出处: Review of International Political Economy作者:Gary Gereffi;John Humphrey;Timothy Sturgeon译文:全球价值链治理简介本文建立了一个理论框架来帮助说明全球价值链的治理模式。

它利用三种理论??交易成本经济学,生产网络,技术能力和企业层面的学习能力,来识别三个在全球价值链是治理和变化中扮演重要角色的变量。

它们是:(1)交易的复杂程度;(2)识别交易的能力;(3)供应能力。

这一理论把全球价值链治理模式分为五种:等级型,领导型,关系型,模块型和市场型??按照合作意愿和权力的不对称性从高向低排列。

本文通过四个简短的工业个案研究强调了动态和重叠全球价值链治理:自行车、服装、园艺和电子产业集中分析了全球价值链治理的动力和重叠的本质。

关键词全球价值链治理网络交易成本价值链模块引言在过去的几十年里,全球经济发生了巨大的变化,尤其在国际贸易和产业组织方面。

当代经济最重要的两个新特征是生产和贸易的全球化,极大地推动了发展中国家生产能力,跨国公司的垂直解体。

跨国公司逐渐把它们的核心竞争力专注于在营销和服务方面的产业创新、产品战略、市场服务的高附加值环节集中,同时大力削减一些非核心的功能如普通服务和批量生产等。

本文的目的是为更好的理解全球价值链治理结构的转变提供理论框架。

我们希望能够为现实世界存在的价值链治理模式的治理提供一些普遍适用的基本原则。

全球范围内生产组织的演变不仅仅影响公司发展和产业结构,而且对国家在全球经济中如何及为何前进与后退都有着极大的影响。

全球价值链的研究和政策制订工作对全球生产和分配体系组织方式及发展中国家提升其在国际市场竞争地位的可能性进行了探讨。

我们的愿望之一就是为各国制订产业升级、经济发展、就业创造、减轻贫困相关政策提供一定的借鉴。

品牌战略研究外文翻译文献品牌战略是企业在市场竞争中取得竞争优势的关键因素之一。

品牌战略的制定和执行对企业的长期发展具有重要意义。

本文将介绍一篇关于品牌战略研究的外文翻译文献，该文献探讨了品牌战略的关键要素和实施策略，以及如何利用品牌战略来提高企业的竞争力。

该文献的标题是“Building a Strong Brand: A Comprehensive Review and Integration of the Literature”。

文章首先介绍了品牌战略的定义和重要性。

品牌战略是指企业为了在市场上建立和维护品牌形象而采取的一系列战略活动。

通过建立强大的品牌，企业可以获得消费者的忠诚度和信任，提高产品或服务的销售额，从而在市场竞争中取得优势。

接下来，文献综述了品牌战略研究领域的相关文献，并对这些文献进行了分类和整合。

根据文献综述的结果，品牌战略的关键要素可以分为两个方面：内部要素和外部要素。

内部要素包括企业的核心竞争力、品牌定位和品牌资产。

核心竞争力是企业在特定领域内具有的独特能力，可以帮助企业在市场上获得竞争优势。

品牌定位是企业在消费者心中所占据的位置，包括品牌的形象、声誉和关联价值。

品牌资产是指企业所拥有的品牌价值和品牌资产，包括品牌知名度、品牌忠诚度和品牌关联度。

外部要素包括市场环境、竞争对手和消费者需求。

市场环境是指企业所处的市场环境和行业趋势，包括市场规模、市场增长率和市场分布。

竞争对手是指企业所面临的竞争对手和竞争态势，包括竞争对手的品牌实力、市场份额和市场策略。

消费者需求是指消费者对产品或服务的需求和偏好，包括消费者的购买行为、购买动机和购买决策。

在品牌战略的实施过程中，企业需要考虑这些关键要素，并制定相应的策略。

例如，企业可以通过提升核心竞争力来增强品牌的竞争力，通过精确定位来塑造品牌形象，通过品牌推广和宣传来提高品牌知名度，通过创新和研发来提高产品或服务的品质，以满足消费者的需求。

外文翻译：品牌战略原文来源：Aaker, David A.; Erich Joachimsthaler (2000). Brand Leadership. New York: The Free Press. pp. 1–6. ISBN 0-684-83924-5.译文正文：品牌管理是营销技术应用到具体产品，产品线或品牌。

它旨在提高产品的认知价值给客户，从而提升品牌特许经营与品牌资产。

营销人员认为这是一个隐含的承诺，一个品牌，人们的生活质量水平来从一个品牌预期将继续与购买相同产品的未来。

这可能会增加决策与竞争产品相比更有利的销售。

它也可能使制造商收取更多的产品。

品牌的价值是取决于它的利润总额为制造商产生。

这可能导致从增加的销售与价格上涨的组合，或降低销售成本（销货成本），或更有效的营销投资。

这些增强功能全部可以提高一个品牌的盈利能力，因此，“品牌经理”往往携带一个品牌的P与L（损益线管理责任制）的盈利能力，相比之下，市场营销人员经理的角色，这是分配给上述预算，管理与执行。

在这方面，品牌管理通常是在组织视为一个单独比市场更广泛与更战略性的作用。

由《Interbrand》与《Business Week》公布的每年最具价值的品牌名单中可以发现，公司的市场价值通常是由品牌决定。

麦肯锡公司是一家全球性咨询公司，在2000年的研究表明，相对股东比较弱的品牌，实力雄厚则品牌产生更高的回报。

两者合计，这意味着，品牌严重影响股东价值，最终品牌的首席执行官需要对其负责任。

管理学科的品牌开始了在宝洁公司的PLC作为一个由Neil 阁下麦克尔罗伊著名的备忘录的结果。

品牌管理原则一个好的品牌名称应：·受商标法保护。

·朗朗上口。

·容易被记住。

·容易被识别。

·在该品牌可以使用的范围内很容易被翻译成当地语言·吸引眼球。

·引出产品的优点（如：易关）·提升公司或产品形象。

外文翻译原文Strategic Brand Management：Building, Measuring, and ManagingBrand EquityMaterial Source:Publisher: Prentice Hall,2 edition (September 3, 2002) Author: Kevin Lane KellerⅠ. Designing a Branding StrategyEven within any one firm, different branding strategies may be adopted for different products. For example, although Miller has used its name across its different types of beer over the years with various sub-brands (e.g.,Miller High Life, Miller Lite, and Miller Genuine Draft), it carefully branded its no-alcohol beer substitute as Sharp's with no overt Miller identification. Similarly, although Toyota adopted a branding strategy that used its corporate name combined with individual brand names and modifiers for most of its cars and trucks, it chose to brand its top-of-the-line cars as Lexus, deliberately avoiding using the Toyota name.Thus, it is important to note that the brand hierarchy may not be symmetric. Be-cause of considerations related to corporate objectives, consumer behavior, or com petitive activity, there may sometimes be significant deviations in branding strategy and how the brand hierarchy if organized for different products or for different mar-kets.Therefore, the challenge in setting up the brand hierarchy and arriving at a branding strategy is to:1. Design the proper brand hierarchy in terms of the number and nature of brand elements to Use at each level.2. Design the optimal supporting marketing program in terms of creating the desired amount of brand awareness and type of brand associations at each level.Ⅱ. Designing The Brand HierarchyDesigning a brand hierarchy involves decisions related to:1. The number of levels of the hierarchy to use in general2. How brand elements from different levels of the hierarchy are combined, ifat all, for any one particular product3. How any one brand element is linked, if at all, to multiple productWe consider issues related to these three main decisions in turn and also suggest ways to simplify and organize the hierarchy and designate products.The first decision to make in defining a branding strategy is, broadly, which level of levels of the branding hierarchy should be used. In general, most firms choose to use more than one level for two main reasons. Each successive branding level used allows the firm to communicate additional, specific information about its products. Thus, developing brands at lower levels of the hierarchy allows the firm flexibility in communicating the uniqueness about its products. At the same time, developing I brands at higher levels of the hierarchy such that the brand is applied across multiple I products is obviously an economical means of communicating common or shared in-formation and providing synergy across the company's operations, both internally and externally.The practice of combining an existing brand with a new brand to brand a prod-uct is called sub-branding,as the subordinate brand is a means of modifying the super-ordinate brand. Sub-branding often combines the company or family brand name with individual brands and even model types. Extending our earlier example, ThinkPad can be seen as a sub-brand to the IBM name with 760 as a second-level sub-brand to further modify the meaning of the product As suggested above, a sub-brand, or hybrid branding, strategy offers two potential benefits in that it can both1. Facilitate access to associations and attitudes to the company or family brand as a whole and, at the same time2. Allow for the creation of specific brand beliefs.At the same time, developing sub-brands allows for the creation of brand-specific beliefs. This more detailed information can help customers better understand how products vary and which particular product may be the right one for them. Sub-brands also help to organize selling efforts so that salespeople and retailers have a dear picture as to how the product line is organized and how it might best be sold. For example, one of the main advantages to Nike of continually creating sub-brands in its basketball line (e.g., Air Jordan, Air Flight, Air Force) has been to generate retail interest and enthusiasm.In general, the desired number of levels of the brand hierarchy depends on the complexity of the product line or product mix associated with a brand and thus thecombination of shared and separate brand associations that the company would like to link to any one product in its product line or mix. With relatively simple, low in-volvement products, such as light bulbs, batteries, and chewing gum, the branding strategy often consists of an individual or perhaps family brand combined with modifiers that describe differences in product features. For example, with a fairly simple product such as batteries, Eveready has two main brands (Energizer and Classic "9 Lives") combined with a voltage designation (AAA, AA, C, D, etc.). With a complex sot of products—such as cars, computers, or other durable goods—more levels of the hierarchy are necessary. Regardless of the complexity involved, it is difficult to brand a product with more than three levels of brand names without overwhelming or confusing consumers. In such cases, a better approach might be to introduce multiple brands at the same level (e.g., multiple family brands) and expand the depth of the brand portfolio.Ⅲ. Combining Brand Elements from Different LevelsIf multiple brand elements from different levels of the brand hierarchy are combined to brand new products, it is necessary to decide how much emphasis should be given to each brand element For example, if a sub-brand strategy is adopted, how much prominence should individual brands be given at the expense of the corporate or family brand?When multiple brands are used, each brand element can vary in the relative emphasis it receives in the combined brand. The prominence of a brand element refers to its relative visibility as compared to other brand elements. For example, the prominence of a brand name element depends on several factors, such as its order, size, and appearance, as well as its semantic associations. A brand name should generally be more prominent when it appears first, is larger, and looks more distinctive. For example, assume Pepsi has adopted a sub-branding strategy to introduce a new vitamin-fortified cola, combining its corporate family brand name with a new individual brand name (e.g., "Vftacola"). The Pepsi name could be made more prominent by placing it first and making it bigger— PEPSI Vitacola. On the other hand, the individual I brand could be made more prominent by placing it first and making it bigger— Vitacola B Y PEPSIAlong these lines. Gray and Smeltzer define c orporate/product relationships as the approach a firm follows in communicating the relationship of its products to one another and to the corporate entity. They identify five possible categories (with illus-trative examples)。

外文原文：Coke adds life to its aging brandGood old Coca-Cola is courting the youth culture, cranking out groovy new bottles, juices and energy drinks as it tries to put the fizz back into its business. The company's stock is a good buy right now.Coca-Cola, one of the great symbols of American ingenuity and pride, is on the ropes.Crushed between the triple threat of a slowdown in carbonated soda sales at home, the deteriorating image of U.S. interests overseas and a rise in health concerns everywhere, its revenues are flagging, and Coca-Cola's stock price, though up a bit recently, is down 45% from 1998.Yet Coke has been around a long time, and it is a fighter. And it just so happens that, in recent months, its long-dithering executives appear to have recognized their peril in a more fundamental way than in the past and are prepared to emerge from their corner, swinging.Yes, the cola king is preparing a comeback. And this time it just might work.On Wednesday, Coca-Cola reported a drop in its fourth-quarter net income, but revenue rose, and results surpassed Wall Street's expectations. The company said it had experienced surprisingly strong 3% growth in its sparkling beverages, or carbonated drinks, a business that includes trademark products like Coke and Fanta.The secret recipe going forward, strangely enough, has nothing to do with the red can for which it is so famous. The future is mostly green, with a big new-age helping of tangerine and pink grapefruit, and perhaps a dash of java.Long odds, big payoffThe new corporate Coca-Cola, you see, is not really that into soda at all. While sugar water will always be at the core of the company's mission, the way forward is all about high-concept juices in groovy bottles, as well as vitamin water, energy potions and chilled coffee.Consider Coca-Cola's most recent $250 million purchase, a small "alternative"beverage pioneer called Fuze. If you've never heard of it, you're probably not a 28-year-old woman. In years past, this was exactly the kind of concept drink the soda giant shunned. Now it's considered a potential lifesaver.Fuze was invented four years ago in the New Jersey basement of industry veteran Lance Collins. It's an awesome story of stubborn entrepreneurship. Collins knew the odds were around 97-1 against success, but he thought he saw a niche for low-calorie, high-taste, upscale juices for beautiful people, and gave it a shot. His design team created a gorgeous, colorful glass bottle for his "banana colada" and "peach mango" concoctions, gave them coy names like Slenderize, Refresh and Vitalize, called them "infuzions" instead of juices, and listed "transformative" ingredients like chromium, carnitine and Citrimax.This doesn't sound like Coca-Cola's cup of tea, but check out the infuzions. Collins started small by focusing on urban women in their 20s and 30s, then elbowed his way past the big boys of the game via an aggressive distribution strategy into one chain store after another. He sold 24 million bottles in 2003, double that in 2004, and double again last year.Success for a new beverage is all about persuading a distributor to make room for your stuff on its truck, and by all accounts Collins' salesmen pulled every trick in the book to fight their way into the awesome sales routes of Coke, Budweiser and Miller beer. You can now choose from an entire shelf of Fuze at the tiny Korean deli in Seattle where I get my lunch every day, which is astonishing for an independent brand. Or you can buy cases of it at Wal-Mart Stores , and in many supermarkets, not only in the United States but also in Asia, South America and Europe.Video: Coke's controversial, calorie-buring EnvigaCute little Fuze is the future of Coca-Cola because, well, everyone's doing it. Archrival PepsiCo started its own youth movement by buying the stunningly successful SoBe line of oddball tea and energy drinks for $370 million in 2000 and added the quirky independent Izze line of light juices, which my kids love, late last year. Coca-Cola bought natural juice maker Odwalla in 2001, and picked up Fuze earlier this month.Do you notice a pattern? Neither cola maker is buying any soda-pop companies, just these little wunderkinds, because that's where the growth in the industry is coming from. While carbonated soda's share of the market is shrinking, alternative beverage sales are jumping as much as 50% a year. And energy drink sales are advancing even faster. Fuze has a line of energy drinks, called NOS, that is aimed at car-racing fanatics. It has reportedly been muscling up well against Red Bull, Monster and No Fear in NASCAR towns, and now Coca-Cola will throttle up sales by pumping NOS -- which is short for nitrous oxide, an ingredient of racing fuel -- through its worldwide network. Zoom!International juiceAt the end of the day, all the successful grapefruit infusions in the world won't help a company like Coca-Cola much if the rest of the company is in the tank. They're a drop of sucralose in a giant bucket of syrup. Fortunately, revenues and earnings are improving elsewhere, particularly in international divisions.On Tuesday, we learned that sales volumes in Japan were up 5% in January, vs. a gain of 1% in January last year. That's important because while Japan only amounts to about 5% of Coca-Cola's total sales volume, pricing there is so outrageous that the country amounts to a whopping 20% of the company's total annual profits, according to Merrill Lynch estimate.Meanwhile, down in Mexico, Coca-Cola announced in December that it would join its largest bottler in that country to buy the second-largest Mexican juice company, Jugos Del Valle. That's another big attempt to bring noncarbonated sodas more powerfully into the mix. The company made similar deals last year in the Philippines and India, two more key regions.When you put it all together, you can see that Coca-Cola's earnings are being helped by the plain fact that its product balance is improving, with noncarbonated beverages like Fuze and Odwalla now amounting to 20% of its total sales, and regular old Coke and Diet Coke fading a bit into the back of the corporate fridge. It takes a while for investors to recognize this, but rising revenues serve to punctuate the new message. I estimate that Coca-Cola will earn $2.60 a share this year and $2.87 nextyear. When you put a price-earnings multiple of 21 on the 2008 figure, you get a price target of $60. That's 25% higher than the current quote, which makes the stock a good buy right now. If it doesn't work out, you can always mellow out with a chilled ginseng and guarana Fuze tea.Fine PrintTo learn more about Coca-Cola, visit its Web site. Its most controversial brand at the moment is Enviga, seen at this link, for which the company has made claims of weight-reduction. . . . There are so many more choices in the Coke lineup now, including Caribou coffee drinks, Powerade sports drinks and Minute Maid juices. . . . To see all the drinks it sells in individual countries, visit its Virtual Vender machine, a nice little Web app. . . . To learn more about Fuze brands, whose motto is "refreshingly smart," check out this Web site.出处：Jon Markman. Coke adds life to its aging brand [J]. Marketing Science. Oct 2005. pp25-28中文译文：可乐为其品牌老化增添生命力聪明的老牌子可口可乐公司正在追求青年文化。

品牌营销策略中英文对照外文翻译文献(文档含英文原文和中文翻译)翻译:品牌消费把品牌看作产品的一个重要组成部分，品牌可以增加产品的价值。

例如大多数消费者会认为一瓶鸦片香水是高品质，价格昂贵的产品。

但是同样样的香水放在不知名的瓶子中可能会被视为质量较低，即使香味是相同的。

品牌已成为产品战略的一个核心问题。

一方面，发展品牌产品，需要一个大量的长期的营销投资，尤其是对广告，促销和包装。

制造商往往会发现自己仅仅做产品更容易，更便宜，而让别人做品牌建设。

例如，台湾厂商已采取这种方法。

他们做出了大量世界服装，电子消费和电脑，但是这些产品却不采用台湾的品牌名称进行销售。

另一方面，多数厂家最终了解到公司的核心竞争了在于掌握品牌。

例如，名牌服装，电子和计算机公司可以用马来西亚和其他地方的便宜资源可以取代台湾制造厂家。

台湾生产者对于更廉价的供应商而导致的销售额减少无能为力- 消费者忠诚的是品牌，而不是生产者。

然而，过去日本和韩国企业，没有犯这样的错误。

他们花巨资为他们的产品建立，如索尼，松下，JVC，现代，金星和三星这些品牌。

即使这些公司没有能力在自己的本土上制造他们的产品，他们的品牌名称继续指挥顾客的忠诚度。

强大的品牌拥有消费者的专营权–那就是，他们能够指挥消费者的忠诚度。

这意味着大量的客户需要这些品牌和拒绝替代品，即使这些替代品以某种低价供应。

那些具有较强消费专营品牌的公司能够抵抗竞争对手的促销策略。

因此，它使供应商投入巨资建立强大的国内甚至全球的认同和偏好的品牌变得有意义。

什么使品牌？也许，专业营销人员最突出的技能是他们创建，维护，保护，巩固和提升品牌的能力。

品牌是一种名称，术语，标志，符号，设计或它们的组合，这是用来确定某种商品或服务的卖家，把他们从竞争对手中区别开来。

因此，一个品牌标识产品的制造商或供应商。

例如可乐- 任何制造商可以生产可乐，但只有可口可乐公司生产可口可乐。

品牌是不是一个新现象。

在过去的一百年中，它的使用已有了相当大的发展。

附录一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, 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 sixty global companies operating in Chinese market. According to the shaping condition, strategy advantages, operating mode, management system of global brands and a series of problems of operation of global brand strategy of MNCs, the authors innovatively develop the strategic model of Global Standard Brand Strategy and Localization Management for MNCs.The concept of geographical brand from the angle of marketing, and points out the 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 influencing 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 under the protection of national appellations of origin is too wide, and the creation of technology and the development of technology will be restricted; the naming of products should avoid the appellations of origin as much as possible; if the restriction of mutual geographical brand should not be broke through, the enterprise strategy to achieve the strong brand is dangerous.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, 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 situations. Results in this paper promote the comprehension of the diversity among consumers across different regional markets, and offer meaningful reference for marketing in this newly emerging big market.By the means of Transaction Cost Analysis, the article explains how an enterprise decides appropriate marketing channel governance forms 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 transactionfrequency. During the different stages of industry lifecycle, it is the above three factors that collectively influence the level of channel production efficiency and channel governance efficiency, which ultimately determine what channel governance form an enterprise shall adopt.This article uses the multi-method to study the phase of consumer’s experiences after their impulse buying. We are trying to investigate, when the impulse buying occurred, how the resul t of the impulse buying influenced the consumer’s buying impulsiveness and normative evaluations 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 trait between the male and female consumers as well as among the consumers who have different buying impulsiveness trait. As one of general buying behaviors, impulse buying is affected by many factors. Researchers had paid attention to the effect of mood on impulsive buying, but they did not study the process of it.Through introducing the mood self-regulation motivation and browsing,the article expounded the course through which negative mood influenced the impulse buying ,considering the impossible factors during the course at the same time,and the hypotheses were verified by empirical method. Theoretical and managerial implications, as well as future research directions were also provided.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 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 influence of product-harm crisis and its responsing process on consumer consideration set using data from a filed experiment carried out in shanghai.Customers are likely to view the services as a bundle of attributes, which may differ in their contribution 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’ satisfaction include medical quality, the understanding and communication with hospital staff, environment, waiting time and additional service. (2) medical quality is the most important aspect. The second is understanding and communication. The other three attributes are not so import.Building a model of customer 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—intent 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 abroad. 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 customers 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 customer’s total profit contribution to enterprise can be gained, and it is used to measure the customer value. Secondly, the k-means clustering method is used to partition customers into different clusters by their value. Lastly, a decision tree is built to reflect customer characteristics with different customer value, and help the management to develop right customer strategy.This article expands the concept of brand in theory, gives the relation and harmony theory model of enterprise innovation competence and the competitive competence of brand, and studies the multiplier effect theories of enterprise's innovation ability and brand competitiveness.Based on the theories of 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, relationship 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. Secondly, relationship marketing orientation positively affects a firm to adopt joint-problem-resolution approach. And finally, a firm’s exercises of coercive power are positively related to the firm’s adoption of joint-planning approach, and the firm’s exercises of noncoercive power are negatively related to the firm’s adoption of joint-planning approach and positively related to the firm’s adoption of joint-problem-resolution approach.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 of Marketing Strategies Portfolio designed according to the distribution o f customers’utility in order to differentiate customers based on their selected marketing strategy. In a long-term firm- customers relationship, the firm implements Market Segmentation through the information gained in the initial transaction, and get the added value by customization in product development or individualistic service. We investigated the Market Segmentation implemented through matching of product and pricing strategy and its properties, and proved similar result resulted from combination of product, pricing and promotion strategy.From: Philip kotler（2004）. Megamarketing.Various Views’ World.Harvard.Business Review.附录二在贯彻全球品牌战略的过程中，各跨国公司经常会在标准化与本土化之间处于模棱两可、进退两难的境地，有时可能陷入脱离东道国市场的盲目标准化的思路，有时又可能实行完全本土化的思路。

品牌SWOT分析一,S---- strength(优势分析)仁和闪亮滴眼露独特的功效, 促进眼部营养，保持眼睛湿润和卫生、防止视疲劳。

用于防止和减少戴隐形眼镜或眼垢引起的不适和眼干燥；也可用于缓解美容、游泳、尘埃、花粉或汗水入眼等引起的眼结膜充血、干、涩、痒、痛等不适。

并且闪亮滴眼露根据不同的症状分有两种类型：一种是闪亮亮瞳舒缓名目液。

（缓解视疲劳）；一种是闪亮奈敏维滴眼液（红色瓶，缓解眼疲劳，消除眼痒和结膜充血。

用于治疗部分眼部疾病）仁和闪亮滴眼露作为眼睛护理类产品的明星品牌，直接针对学生和年轻白领一族，因此自上市以来赢得了众多年轻粉丝的青睐。

此外，仁和闪亮还倡导个性(characteristic)、快乐(cheerful)、创意(creative)的3C品牌理念，将产品、人群和娱乐三者紧密地结合起来，开创了明星代言和活动冠名的整合营销双通道模式。

07年伊始，仁和闪亮在重金聘请天皇巨星周杰伦出任其代言人之后，又倾情携手湖南卫视共同打造“2007仁和闪亮快乐男声”。

这是继冠名湖南卫视“闪亮新主播”之后又一更深层次的媒体合作，也是仁和闪亮所倡导的整合娱乐营销模式的又一次提升和飞跃！值得一提的是，今年的快乐男声优胜者还将代言仁和集团的新产品。

以仁和闪亮滴眼露现有的产品功效优势,健康用眼的安全保障,良好的品牌形象会更好的抓住消费者的心,让消费者信赖上的品牌.二,W---- weakness(劣势分析)作为一个新兴的滴眼露产品，随着眼药水市场的成熟，眼药生产销售更加专业化的趋势比较明显，目前销售靠前的单品种都是专业的眼科药品企业生产；专业化眼科药品生产企业将取代非专业眼科药品生产企业，并进一步垄断这个市场已成为一种新的业态。

所以，我们要使我们产品趋向差异化。

福瑞达公司没有针对儿童的产品以及现在面向高收入群体的人工泪液。

闪亮滴眼露现在以具备较高的知名度了，但是高知名度却没有带动购买力，闪亮滴眼露的品牌美誉度和忠诚度还没有提高。

市场营销毕业论⽂参考⽂献市场营销毕业论⽂参考⽂献汇总 充实的⼤学⽣活即将结束，毕业论⽂是每个⼤学⽣都必须通过的，毕业论⽂是⼀种有计划的、⽐较正规的检验学⽣学习成果的形式，那要怎么写好毕业论⽂呢？下⾯是⼩编精⼼整理的市场营销毕业论⽂参考⽂献汇总，欢迎阅读与收藏。

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