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1、品牌营销（中英）-译国译民翻译公司BrandStrategyResearchKapferer,J.HAvailableonline11June2010Economicglobalization,howtoadapttointernationaltrends,establish,astrongbrandandenhanceourcompetitiveness,havebecomepressingissuesfacingenterprises.Basedontheanalysisofthedevelopmentofcorporatemarketingbra
2、ndstrategyinenterprisemarketingrole.Enteriseneedstosueavarietyofmeansofcompetitiontoincreasebrandawareness,improvebrandpositioning,ancreateagoodbrandimage.First,Japanesebrandsacrosstheboarddefeat.November22,2006morning,NECannouncedthatitwouldwithdrawfrom2Gand2.5mobilephonemarket
3、,whichmeansthat,followingSharp,Panasonic,Toshiba,Mitsubishi,Sanyo,aJapanesemobilephonemanufacturerslaterwithdrawfromtheChinesemarket,JapanesemobilephonehasalmostallexceptKyocera2GmobilephonemarketinChinaoutofcontention.IfwesumuptheChinesehouseholdappliancemarket,todayanydifferen
4、tfromtenyearsago,IthinkthebiggestdifferenceisthatJapanesecompaniesinChina,Japanesehomeappliancemarketdownturn,thefollowingmainreasons:First,rigidenterprisesystem,decision-makingdifficult,thereactionwasslow,incompatiblewiththerealityoftheChinesemarket,itisdifficulttoadapttotherap
5、idlychangingChinesemarket;2isweakinmarketing,productplanningcapacityisnotstrong,itisdifficulttojudgeaccordingtotheirmarkerlaunchtomeetconsumerdemandandforecastproducts,followthetrendhasbeeninapassivesituation,cannotsatisfymarketdemand;Third,failuretograsptheindustrybesttimetotra
6、nsitionistheJapanesehomeappliancecompaniesloseanimportantreasonformarketdominance.JapanesecompaniescometotheedgeintheChinesemarketiscausingcompaniestothinkdeeplyaboutournation?Tomaketheinternanationalrouteand8whethertheenterpriseof“JapaneseCompany”tothelessonslearnedbehind?Secon
7、d,thebrandstrategyimplementationinChinatheCurrentSituationManyoldfamous“flashinthepen”ChineseandforeignenterprisesintheChinesemarketthebrandwar;justgrowuptobeagreatimpactonnationalbrands.Thelastcentury,alittle-know80’sbrand,notbeingregisteredbytrademark,istobeacquired,squeeze,ev
8、eniftheresidueishardgoingdownreallydevelopedver
