在中国的开发与品牌保护策略部署【外文翻译】

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1、外文觀译原文DevelopmentandDeploymentofBrandProtectionStrategiesforChinaMaterialSource:MarketingReviewSt.GallenAuthor:TimoSohlCounterfeitinghasbecomeanenormousglobalchallengeforbrandowners.Companiesrecognizethatsolelylegalprotectionmeasuresarenotsufficienttohandlethisp

2、roblem.AcomprehensiveprotectionconceptseemstobenecessarytosecuretheirfutureperformanceespeciallyinthefastgrowingAsianmarkets.BasedonexperiencesofWesternbrandownersinChina,thisarticleprovidesguidanceforcompaniestodevelopandimplementappropriatestrategiestofightaga

3、instChinesecounterfeiters.GlobalcompaniesincreasinglyprofitfromtheexpandingChinesemarket.Especiallycompanieswithstrongbrandnamesandinnovativeproductsachievesignificantgrowthrates.However,thesesalesarethreatenedbyaseriousphenomenon:counterfeiting.AccordingtotheCo

4、unterfeitingIntelligenceBureau(CIB)oftheInternationalChamberofCommerce(ICC),counterfeitingaccountsfor5-7%ofworldtrade,worthanestimated600billionUSDayear(CounterfeitingIntelligenceBureau2008).In2007,EuropeanCustomsseizedmorethan79millioncounterfeitarticlesandChin

5、aremainsthemainsourceofbrandandproductpiracy:58%ofallcounterfeitsseizedattheEuropeanborderoriginatedinChina(EuropeanCommission,TaxationandCustomsUnion2007).Thebrand,design,andtechnologyofnearlyallsuccessfulproductsaretargetsofChinesecounterfeiters.Illegalcopieso

6、felectronicandtextileproductsaremostfamousamongChineseandWesternconsumers.MP3-players,mobilephones,watchesorhandbagsareimitatedshortlyafterbeinglaunched;andtheircounterfeitpendantsareofferedinlowcost”fakemarkets"aroundtheworld.However,counterfeitsarenotonlysoldi

7、nfakemarkets.SmallChineseretailersoftenblendfakeswithgenuineproductstoincreasetheirmargin.Furthermore,manyfakesaresuchaccuratecopiesthatitisnotpossibletodistinguishthemfromoriginals(Balfouretal.2005).Theenormouschallengeleadstotheobviousquestion:Whatcanbrandowne

8、rsdotoprotecttheirbrandsandproductsfromChinesecounterfeiters?Successfulproductinnovationsaremajortargetsofcounterfeiters(Balfouretal.2005).Productinnovationsoffer一atl