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1、word文档整理分享XXXXXXX学院毕业论文外文翻译外文题目BrandStrategyResearch译文题目企业品牌战略研究系部管理系专业班级市场营销61001班学生姓名指导教师辅导教师完成日期2014年5月1日参考资料word文档整理分享BrandStrategyResearchKapferer·J·HAvailableonline11June2010Economicglobalization,howtoadapttointernationaltrends,establish,astron
2、gbrandandenhanceourcompetitiveness,havebecomepressingissuesfacingenterprises.Basedontheanalysisofthedevelopmentofcorporatemarketingbrandstrategyinenterprisemarketingrole.Enterpriseneedstosueavarietyofmeansofcompetitiontoincreasebrandawareness,improve
3、brandpositioning,ancreateagoodbrandimage.1.Japanesebrandsacrosstheboarddefeat.November22,2006morning,NECannouncedthatitwouldwithdrawfrom2Gand2.5mobilephonemarket,whichmeansthat,followingSharp,Panasonic,Toshiba,Mitsubishi,Sanyo,aJapanesemobilephoneman
4、ufacturerslaterwithdrawfromtheChinesemarket,JapanesemobilephonehasalmostallexceptKyocera2GmobilephonemarketinChinaoutofcontention.IfwesumuptheChinesehouseholdappliancemarket,todayanydifferentfromtenyearsago,IthinkthebiggestdifferenceisthatJapanesecom
5、paniesinChina,Japanesehomeappliancemarketdownturn,thefollowingmainreasons:First,rigidenterprisesystem,decision-makingdifficult,thereactionwasslow,incompatiblewiththerealityoftheChinesemarket,itisdifficulttoadapttotherapidlychangingChinesemarket;2iswe
6、akinmarketing,productplanningcapacityisnotstrong,itisdifficulttojudgeaccordingtotheirmarkerlaunchtomeetconsumerdemandandforecastproducts,followthetrendhasbeeninapassivesituation,cannotsatisfymarketdemand;Third,failuretograsptheindustrybesttimetotrans
7、itionistheJapanesehomeappliancecompaniesloseanimportant参考资料word文档整理分享reasonformarketdominance.JapanesecompaniescometotheedgeintheChinesemarketiscausingcompaniestothinkdeeplyaboutournation?Tomaketheinternationalrouteandwhethertheenterpriseof“JapaneseC
8、ompany”tothelessonslearnedbehind?Second,thebrandstrategyimplementationinChinatheCurrentSituationManyoldfamous“flashinthepen”.ChineseandforeignenterprisesintheChinesemarketthebrandwar;justgrowuptobeagreatimpactonnationalbrands.Thelastcentury,alittle-k
