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1、外文翻译原文BrandStrategyResearchMaterialSource:KoganPage,LondonAuthor:Kapferer,J.HEconomicglobalization,howtoadapttointernationaltrends,establishastrongbrandsndenhanceourcompetitiveness,havebecomepressingissuesfacingenterprises.Basedontheanalysisofthedevelopmentofcorporatemarketingbrands
2、trategy,basedonthecontentofbrandstrategyanitsfunctionalsignificance,todiscussthebrandstrategyinenterprisemarketingrole.Enterpriseneedstouseavarietyofmeansofcompetitiontoincreasebrandawareness,improvebrandpositioning,ancreateagoodbrandimage.First,JapanesebrandsacrosstheboarddefeatNov
3、ember22,2006morning^NECannouncedthatitwouldwithdrawfrom2Gand2.5Gmobilephonemarket,whichmeansthat,followingSharp,Panasonic,Toshiba^Mitsubishi,Sanyo,aJapanesemobilephonemanufacturerslaterwithdrawfromtheChinesemarketjapanesemobilephonehasalmostallexceptKyocera2GmobilephonemarketinChina
4、outofcontenion.IfwesumuptheChinesehouseholdappliancemarket,todayanydifferentfromtenyearsagojthinkthebiggestdifferenceisthatJapanesecompaniesinChina,Japanesehomeappliancemarketdownturn.thefollowingmainreasons:Firstrigidenterprisesystem,decision-marketingdifficult,thereactionwasslowjn
5、compatiblewiththerealityoftheChinesemarket,itisdifficulttoadapttotherapidlychangingChinesemarket;2isweakinmarketing,productplanningcapacityisnotstrongjtisdifficulttojudgeaccordingtotheirmarkerlaunchtomeetconsumerdemandandforecastproducts,followthetrendhasbeeninapassivesituation,cann
6、otsatisfymarketdemand;Third,failuretograsptheindustrybesttimetotransitionistheJapanesehomeappliancecompaniesloseanimportantreasonformarketdominance.Second,thebrandstrategyimplementationinChinatheCurrentSituationManyoldfamous“flashinthepanMChineseandforeignenterprisesintheChinesemark
7、etthebrandwar;justgrowtobeagreatimpactonnationalbrands.Thelastcentury,alittle-known8(Tsbrand,notbeingregisteredbytrademark,istobeacquired,squeeze,eveniftheresidueishardgoingdownreallydevelopedverylimited.Brandstrategyhasbeenanincreasingemphasisondomesticenterprisescausedthegovernmen
8、ttosupport.Sincethe
