资源描述：
《企业品牌战略研究【外文翻译】》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、外文翻译原文BrandStrategyResearchMaterialSource:KoganPage,LondonAuthor:Kapferer,J.HEconomicglobalization,howtoadapttointernationaltrends,establishastrongbrandsndenhanceourcompetitiveness,havebecomepressingissuesfacingenterprises.Basedontheanalysisofthedevelopmentofcorporatemarketingbran
2、dstrategy,basedonthecontentofbrandstrategyanitsfunctionalsignificance,todiscussthebrandstrategyinenterprisemarketingrole.Enterpriseneedstouseavarietyofmeansofcompetitiontoincreasebrandawareness,improvebrandpositioning,ancreateagoodbrandimage.First,Japanesebrandsacrosstheboarddefea
3、tNovember22,2006morning,NECannouncedthatitwouldwithdrawfrom2Gand2.5Gmobilephonemarket,whichmeansthat,followingSharp,Panasonic,Toshiba,Mitsubishi,Sanyo,aJapanesemobilephonemanufacturerslaterwithdrawfromtheChinesemarket,JapanesemobilephonehasalmostallexceptKyocera2Gmobilephonemarket
4、inChinaoutofcontenion.IfwesumuptheChinesehouseholdappliancemarket,todayanydifferentfromtenyearsago,IthinkthebiggestdifferenceisthatJapanesecompaniesinChina,Japanesehomeappliancemarketdownturn,thefollowingmainreasons:Firstrigidenterprisesystem,decision-marketingdifficult,thereactio
5、nwasslow,incompatiblewiththerealityoftheChinesemarket,itisdifficulttoadapttotherapidlychangingChinesemarket;2isweakinmarketing,productplanningcapacityisnotstrong,itisdifficulttojudgeaccordingtotheirmarkerlaunchtomeetconsumerdemandandforecastproducts,followthetrendhasbeeninapassive
6、situation,cannotsatisfymarketdemand;Third,failuretograsptheindustrybesttimetotransitionistheJapanesehomeappliancecompaniesloseanimportantreasonformarketdominance.Second,thebrandstrategyimplementationinChinatheCurrentSituationManyoldfamous“flashinthepan”Chineseandforeignenterprises
7、intheChinesemarketthebrandwar;justgrowtobeagreatimpactonnationalbrands.Thelastcentury,alittle-known80’sbrand,notbeingregisteredbytrademark,istobeacquired,squeeze,eveniftheresidueishardgoingdownreallydevelopedverylimited.Brandstrategyhasbeenanincreasingemphasisondomesticenterprises
8、causedthegovernmenttosupport.Sinc
