品牌管理參考文獻(xiàn)及外文文獻(xiàn)翻譯英語論文

1、品牌管理參考文獻(xiàn)及外文文獻(xiàn)翻譯-英語論文品牌管理參考文獻(xiàn)及外文文獻(xiàn)翻譯參 考 文 獻(xiàn)1 (美國(guó))邁克爾.r.所羅門. 消費(fèi)者行為學(xué)m . 經(jīng)濟(jì)科學(xué)出版社，2002.2 陳艷. 名牌戰(zhàn)略及實(shí)施j . 商業(yè)研究，2005(1).3 雷平. 我國(guó)實(shí)施名牌戰(zhàn)略過程中的難點(diǎn)及對(duì)策思考j . 商業(yè)研究,2004(5).4 蔡凱龍. 創(chuàng)名牌更要保名牌j . 經(jīng)營(yíng)管理者，2003(5).5 安進(jìn). 塑造品牌m . 山西：山西經(jīng)濟(jì)出版社，1999.6 michael armstrong : makeing the brandm . english economical publishing house, 200

2、5.7 朱方明. 品牌促銷m . 中國(guó)經(jīng)濟(jì)出版社，2003(1).8 paul temporal : how does the brand developm . journal of applied economics , 20039 西蕘. 品牌的動(dòng)態(tài)策劃j . 品牌策劃新主張，2002(1).10 張續(xù)焦，帥建淮. 成功的品牌管理m . 北京：中國(guó)物價(jià)出版社，2002.11 李芳. 名牌戰(zhàn)略與創(chuàng)新j . 中國(guó)名牌，2005(9).本文源自六維論文網(wǎng)12 孫立平. 中國(guó)企業(yè)品牌戰(zhàn)略的制勝之道j . 決策探索，2004(2).13 葉明海. 品牌創(chuàng)新與品牌營(yíng)銷m . 河北：河北人民出版社，20

3、03：15-18,31.14 王二院，如何演繹品牌j . 中國(guó)名牌，2003(1).15 del.j.hawkins : consumer behaviorm . mcgraw-hill , 2002.16 phillip kotler : marketing managementm . printice-hall , 2004.緒 論新經(jīng)濟(jì)時(shí)代的大型企業(yè)面臨的最主要問題是如何建立和管理企業(yè)的品牌。誰擁有強(qiáng)有力的品牌，誰就擁有了競(jìng)爭(zhēng)的資本，未來企業(yè)間的競(jìng)爭(zhēng)是品牌的戰(zhàn)爭(zhēng)。企業(yè)的品牌從默默無聞發(fā)展成為一個(gè)著名的成功品牌，是一個(gè)從小到大的過程，是和企業(yè)成長(zhǎng)的生命周期密切相關(guān)的。企業(yè)處在不同的成長(zhǎng)階段

4、，面臨的經(jīng)營(yíng)環(huán)境、經(jīng)營(yíng)管理重點(diǎn)各不相同，相應(yīng)的品牌管理的重點(diǎn)和特色也有所不同。1 品牌促進(jìn)企業(yè)成長(zhǎng)的機(jī)理認(rèn)識(shí)作為企業(yè)聲譽(yù)與信息的組合體，品牌是企業(yè)及其產(chǎn)品所包含的技術(shù)、質(zhì)量、功能、文化、市場(chǎng)地位等引發(fā)形成的信息系統(tǒng)，是企業(yè)及其產(chǎn)品識(shí)別的符號(hào)系統(tǒng)。品牌通過其內(nèi)涵的信息系統(tǒng)及市場(chǎng)對(duì)它的反應(yīng)評(píng)價(jià)，影響市場(chǎng)的行為，產(chǎn)生有利于該企業(yè)的行為偏好，并進(jìn)一步區(qū)別于有形要素的存在，成為企業(yè)的無形資產(chǎn)而發(fā)揮功能，實(shí)現(xiàn)其經(jīng)濟(jì)價(jià)值，推動(dòng)企業(yè)的成長(zhǎng)。大量中外企業(yè)的實(shí)踐證明，品牌是促進(jìn)企業(yè)成長(zhǎng)的主要?jiǎng)恿?，而且品牌?duì)企業(yè)的貢獻(xiàn)隨著企業(yè)的成長(zhǎng)日益擴(kuò)大。1.1 通過影響顧客的購買心理和購買選擇偏好，擴(kuò)大產(chǎn)品的銷售品牌在顧客心目

5、中是企業(yè)和產(chǎn)品的標(biāo)志，代表著產(chǎn)品的品質(zhì)、特色，代表著企業(yè)的經(jīng)營(yíng)特色、質(zhì)量管理要求等。顧客通過品牌可以非常容易地獲取和辨別有關(guān)的信息，獲取信息成本的下降意味著顧客購買成本的下降。而顧客熟悉的品牌或者知名度較高的品牌，又使顧客的購買風(fēng)險(xiǎn)感覺系數(shù)下降。這兩個(gè)方面的綜合作用使顧客的購買心理和購買行為形成了對(duì)某種品牌產(chǎn)品的選擇偏好，從而擴(kuò)大了產(chǎn)品的銷售。1.2 通過提高品牌的認(rèn)知，創(chuàng)造產(chǎn)品的附加價(jià)值品牌知名度可以通過廣告迅際利潤(rùn)，在價(jià)格上升時(shí)，消費(fèi)者反應(yīng)缺乏彈性，價(jià)格下降時(shí)則富有彈性，這也是名牌產(chǎn)品之所以能夠獲得比一般產(chǎn)品更高利潤(rùn)空間的原因所在。1.3 通過強(qiáng)化顧客對(duì)品牌的聯(lián)想和忠誠，提高產(chǎn)品的競(jìng)爭(zhēng)能力

6、當(dāng)顧客對(duì)品牌有了整體認(rèn)知了以后，企業(yè)可以通過強(qiáng)化顧客對(duì)品牌的聯(lián)想和忠誠進(jìn)一步推動(dòng)品牌對(duì)企業(yè)成長(zhǎng)的促進(jìn)作用。企業(yè)可以借助已經(jīng)成名的品牌，利用顧客的品牌聯(lián)想，成功地進(jìn)行品牌延伸，擴(kuò)大企業(yè)的產(chǎn)品組合或延伸產(chǎn)品線，推出新產(chǎn)品，提高競(jìng)爭(zhēng)力。顧客的品牌忠誠一旦形成就會(huì)很難受到競(jìng)爭(zhēng)產(chǎn)品的影響。當(dāng)市場(chǎng)趨向成熟，市場(chǎng)份額相對(duì)穩(wěn)定時(shí)，品牌忠誠是抵御同行競(jìng)爭(zhēng)者攻擊的最有力的武器，品牌忠誠為其他企業(yè)進(jìn)入構(gòu)筑壁壘。品牌忠誠形成了一批忠誠的顧客和穩(wěn)定的市場(chǎng)，直接結(jié)果便是市場(chǎng)份額的擴(kuò)大，從而使企業(yè)的銷售額增長(zhǎng)、交易成本降低，從而使企業(yè)獲得額外的利潤(rùn)，所以，品牌可以看成企業(yè)保持競(jìng)爭(zhēng)優(yōu)勢(shì)的一種強(qiáng)有力工具。1369品牌管理參考文

7、獻(xiàn)及外文文獻(xiàn)翻譯2 企業(yè)不同成長(zhǎng)階段的品牌管理企業(yè)在其不同成長(zhǎng)階段有各自的成長(zhǎng)特點(diǎn)，那么企業(yè)在實(shí)施其品牌管理時(shí)也應(yīng)針對(duì)這些不同特點(diǎn)，采取不同的品牌管理方法，以適應(yīng)企業(yè)成長(zhǎng)各階段的不同要求，達(dá)到企業(yè)品牌戰(zhàn)略的目標(biāo)。2.1創(chuàng)業(yè)期的品牌管理創(chuàng)業(yè)期建立品牌的一個(gè)基本要求是企業(yè)自身實(shí)力較強(qiáng)，有發(fā)展前途，產(chǎn)品的可替代性很高，即競(jìng)爭(zhēng)產(chǎn)品之間的差異性非常小，理性的利益驅(qū)動(dòng)不足以改變顧客的購買行為。如果企業(yè)選擇建立自己的品牌，那就要在創(chuàng)業(yè)一開始就樹立極強(qiáng)的品牌意識(shí)，對(duì)品牌進(jìn)行全面的規(guī)劃，在企業(yè)的經(jīng)營(yíng)、管理、銷售、服務(wù)、維護(hù)等多方面都以創(chuàng)立品牌為目標(biāo)，不僅僅是依賴傳統(tǒng)的戰(zhàn)術(shù)性的方法，如標(biāo)志設(shè)計(jì)和傳播、媒體廣告、促

8、銷等，而是側(cè)重于品牌的長(zhǎng)遠(yuǎn)發(fā)展。許多國(guó)內(nèi)企業(yè)總想一蹴而就，把品牌戰(zhàn)略簡(jiǎn)化成如何盡快打響品牌知名度的問題，利用知名的商業(yè)媒體在短時(shí)間內(nèi)造就一個(gè)又一個(gè)知名度很高的品牌，但大多數(shù)卻是曇花一現(xiàn)，究其原因在于企業(yè)在建立品牌過程中沒有對(duì)品牌進(jìn)行全面的規(guī)劃，確定品牌的核心價(jià)值。因此，企業(yè)在創(chuàng)業(yè)期創(chuàng)立品牌，除了要盡快打響品牌的知名度以外，關(guān)鍵的問題是要確立品牌的核心價(jià)值，給顧客提供一個(gè)獨(dú)特的購買理由，并力爭(zhēng)通過有效的傳播與溝通讓顧客知曉。盡管品牌化是商品市場(chǎng)發(fā)展的大趨向，但對(duì)于單個(gè)企業(yè)而言，是否要使用品牌還必須考慮產(chǎn)品的情況和顧客的實(shí)際需要，尤其對(duì)實(shí)力較弱的中小企業(yè)來說，受企業(yè)規(guī)模、人員、資金、時(shí)間的制約，對(duì)

9、于在生產(chǎn)過程中無法形成一定特色的產(chǎn)品，或由于產(chǎn)品同質(zhì)性很高，顧客在購買時(shí)不會(huì)過多地注意品牌的產(chǎn)品，無品牌化策略不失為一個(gè)可選的方法，這樣可以節(jié)省費(fèi)用，擴(kuò)大銷售。企業(yè)在創(chuàng)業(yè)期，如果既想使其產(chǎn)品具有品牌效應(yīng)的優(yōu)勢(shì)，又不想花很多的精力創(chuàng)立品牌的話，那借用零售商品牌的策略是一條捷徑。企業(yè)采用中間商品牌，可以降低成本，贏得價(jià)格優(yōu)勢(shì)，利用中間商的優(yōu)勢(shì)，省去尋找分銷渠道和促銷等大量工作。但對(duì)一個(gè)目標(biāo)遠(yuǎn)大，力創(chuàng)自己名牌的企業(yè)，使用中間商品牌只能是權(quán)宜之計(jì)。2.2 成長(zhǎng)期的品牌管理當(dāng)企業(yè)步入成長(zhǎng)期時(shí)，提高品牌的認(rèn)知度、強(qiáng)化顧客對(duì)品牌核心價(jià)值和品牌個(gè)性的理解是企業(yè)營(yíng)銷努力的重點(diǎn)。品牌認(rèn)知度不等同于品牌知名度。品牌

10、知名度只是反應(yīng)了顧客對(duì)品牌的知曉程度，但并不代表顧客對(duì)品牌的理解。顧客通過看、聽，并通過對(duì)產(chǎn)品感覺和思維來認(rèn)識(shí)品牌。建立品牌認(rèn)知，不僅僅是讓顧客熟悉其品牌名稱、品牌術(shù)語、標(biāo)記、符號(hào)或設(shè)計(jì)，更進(jìn)一步地是要使顧客理解品牌的特性。目前中國(guó)的眾多產(chǎn)品是有知名度，但品牌認(rèn)知度整體上十分低，即顧客對(duì)國(guó)產(chǎn)品牌的整體印象遠(yuǎn)不如對(duì)國(guó)外品牌的認(rèn)知度高，很重要的原因是企業(yè)沒有傳遞給顧客一個(gè)清晰的，能滿足顧客需求的核心價(jià)值和品牌個(gè)性。要提高品牌認(rèn)知度，最重要的途徑是加強(qiáng)與顧客的溝通。顧客是通過各種接觸方式獲得信息的，既有通過各種媒體的廣告、產(chǎn)品的包裝、商店內(nèi)的推銷活動(dòng)，也有產(chǎn)品接觸、售后服務(wù)和鄰居朋友的口碑，因此，企

11、業(yè)要綜合協(xié)調(diào)的運(yùn)用各種形式的傳播手段，來建立品牌認(rèn)知，為今后步入成熟期打下良好基礎(chǔ)。建立、提高和維護(hù)品牌認(rèn)知是企業(yè)爭(zhēng)取潛在顧客、提高市場(chǎng)占有率的重要步驟。成長(zhǎng)期的企業(yè)由于資源相對(duì)于消費(fèi)需求的多樣性和可變性總是有限的，不可能去滿足市場(chǎng)上的所有需求，因此企業(yè)必須針對(duì)某些自己擁有競(jìng)爭(zhēng)優(yōu)勢(shì)的目標(biāo)市場(chǎng)進(jìn)行營(yíng)銷。品牌定位是企業(yè)為滿足特定目標(biāo)顧客群的，并與產(chǎn)品有關(guān)聯(lián)的獨(dú)特心理需求為目的，并在同類品牌中建立具有比較優(yōu)勢(shì)的品牌管理。通過鎖定目標(biāo)顧客，并在目標(biāo)顧客心目中確立一個(gè)與眾不同的差異化競(jìng)爭(zhēng)優(yōu)勢(shì)和位置，連接品牌自身的優(yōu)勢(shì)特征與目標(biāo)顧客的心理需求。在當(dāng)今這個(gè)信息過度膨脹的社會(huì)里，只有有效地運(yùn)用定位這種傳播方式

12、和營(yíng)銷策略，才能使品牌在激烈的競(jìng)爭(zhēng)中脫穎而出。這樣，一旦顧客有了相關(guān)需求，就會(huì)開啟大腦的記憶和聯(lián)想之門，自然而然地想到該品牌，并實(shí)施相應(yīng)的購買行為。2.3 成熟期的品牌管理企業(yè)進(jìn)入成熟期，在市場(chǎng)已經(jīng)站穩(wěn)了腳跟，但由于競(jìng)爭(zhēng)者的大量加入和產(chǎn)品的普及，競(jìng)爭(zhēng)變得尤為激烈。因此，企業(yè)應(yīng)該根據(jù)成熟期的市場(chǎng)、產(chǎn)品、競(jìng)爭(zhēng)特點(diǎn)，提高企業(yè)品牌的忠誠度，進(jìn)行適當(dāng)?shù)钠放蒲由?。品牌忠誠度是顧客對(duì)品牌感情的量度，反映出一個(gè)顧客轉(zhuǎn)向另一個(gè)品牌的可能程度，是企業(yè)重要的競(jìng)爭(zhēng)優(yōu)勢(shì)。它為品牌產(chǎn)品提供了穩(wěn)定的不易轉(zhuǎn)移的顧客，從而保證了該品牌的基本市場(chǎng)占有率。因此，培育品牌忠誠度對(duì)企業(yè)來說至關(guān)重要，“最本文源自六維論文網(wǎng)好的廣告就是滿

13、意的顧客”，如果企業(yè)能在創(chuàng)業(yè)期和成長(zhǎng)期注意宣傳該品牌，并提供給顧客的一個(gè)完整的從選擇原材料，到為顧客提供的售后服務(wù)的一系列責(zé)任的價(jià)值體系，在企業(yè)和顧客之間建立融洽的關(guān)系，那么，在成熟期企業(yè)可運(yùn)用顧客對(duì)該品牌的忠誠來影響顧客的行為。顧客的品牌忠誠一旦形成就會(huì)很難受到競(jìng)爭(zhēng)產(chǎn)品的影響。品牌忠誠是品牌資產(chǎn)中的最重要部分，品牌資產(chǎn)最終是體現(xiàn)在品牌忠誠上，這是企業(yè)實(shí)施品牌戰(zhàn)略的根本目標(biāo)。然而，消費(fèi)者的品牌忠誠絕不是無條件的，它根源于企業(yè)對(duì)該品牌嚴(yán)格的技術(shù)要求，即該品牌有卓越的品質(zhì)保證。品牌延伸是將現(xiàn)有成功的品牌用于新產(chǎn)品或經(jīng)改進(jìn)的產(chǎn)品上的一種策略。品牌延伸并非只借用表面上的品牌名稱，而是對(duì)整個(gè)品牌資產(chǎn)的策

14、略性使用，是企業(yè)實(shí)現(xiàn)品牌無形資產(chǎn)轉(zhuǎn)移、發(fā)展的有效途徑。采用品牌延伸，企業(yè)不僅可以保證新產(chǎn)品投資決策的快捷準(zhǔn)確，而且有助于減少新產(chǎn)品的市場(chǎng)風(fēng)險(xiǎn)，節(jié)省新產(chǎn)品推廣的巨額開支，有效地降低新產(chǎn)品的成本費(fèi)用。通過品牌延伸，企業(yè)可以強(qiáng)化品牌效應(yīng)，增加品牌這一無形資產(chǎn)的經(jīng)濟(jì)價(jià)值和核心品牌的形象，提高整體品牌組合的投資效益。尤其在新技術(shù)環(huán)境條件下新延伸的品牌，不僅在時(shí)間上可以根據(jù)市場(chǎng)涌入，因此，通過建立品牌組合，實(shí)施多品牌戰(zhàn)略，能盡可能多地?fù)屨际袌?chǎng)，避免風(fēng)險(xiǎn)。實(shí)行多品牌，可以使每個(gè)品牌在顧客心里占據(jù)獨(dú)特的、適當(dāng)?shù)奈恢?，迎合不同顧客的口味，吸引更多的顧客，能使企業(yè)有機(jī)會(huì)最大限度地覆蓋市場(chǎng)，使得競(jìng)爭(zhēng)者感到在每一個(gè)細(xì)

15、分市場(chǎng)的現(xiàn)有品牌都是進(jìn)入的障礙，從而限制競(jìng)爭(zhēng)者的擴(kuò)展機(jī)會(huì)，有效地保證企業(yè)維持較高的市場(chǎng)占有。但是企業(yè)實(shí)施多品牌，有可能會(huì)面臨跟自己競(jìng)爭(zhēng)的危險(xiǎn)，搶自己原有品牌所占的市場(chǎng)份額。因此最有成效的多品牌策略是使新品牌打入市場(chǎng)細(xì)分后的各個(gè)細(xì)分市場(chǎng)中。這種策略的前提是市場(chǎng)是可以細(xì)分的，一個(gè)成功的企業(yè)往往會(huì)利用市場(chǎng)細(xì)分，去為重要的新品牌創(chuàng)造機(jī)會(huì)。衰退期（二次創(chuàng)業(yè)期）的品牌管理在這個(gè)階段，企業(yè)應(yīng)著眼未來，退出衰退期產(chǎn)品的競(jìng)爭(zhēng)，把精力投入到二次創(chuàng)業(yè)上。企業(yè)可實(shí)施品牌重新定位、品牌創(chuàng)新等策略重新進(jìn)入市場(chǎng)。一種品牌在市場(chǎng)上最初的定位可能是適宜的、成功的，但是到后來企業(yè)可能不得不對(duì)其重新定位。品牌需要重新定位的原因是多

16、方面的，如競(jìng)爭(zhēng)者可能推出類似定位的品牌，搶奪企業(yè)的市場(chǎng)份額；顧客偏好也會(huì)轉(zhuǎn)移，對(duì)企業(yè)品牌代表的產(chǎn)品需求減少；或者企業(yè)決定進(jìn)入新的細(xì)分市場(chǎng)。在這時(shí)期，企業(yè)的原有產(chǎn)品技術(shù)走下坡路，銷售額下降。在做出品牌再定位決策時(shí)，企業(yè)首先應(yīng)考慮將品牌轉(zhuǎn)移到另一個(gè)細(xì)分市場(chǎng)所需要的成本，包括產(chǎn)品品質(zhì)改變費(fèi)、包裝費(fèi)和廣告費(fèi)。一般來說，再定位的跨度越大，所需成本越高。其次，要考慮品牌定位于新位置后可能產(chǎn)生的收益。收益大小是由以下因素決定的：某一目標(biāo)市場(chǎng)的顧客人數(shù)；顧客的平均購買率；在同一細(xì)分市場(chǎng)競(jìng)爭(zhēng)者的數(shù)量和實(shí)力，以及在該細(xì)分市場(chǎng)中為品牌再定位要付出的代價(jià)。隨著企業(yè)經(jīng)營(yíng)環(huán)境的變化和顧客需求的變化。品牌的內(nèi)涵和表現(xiàn)形式也

17、要不斷變化發(fā)展，以適度順應(yīng)消費(fèi)者求新求變的心理。企業(yè)在進(jìn)入衰退期后，由于內(nèi)部和外部原因，企業(yè)品牌在市場(chǎng)競(jìng)爭(zhēng)中必然出現(xiàn)知名度、美譽(yù)度下降，銷量、市場(chǎng)占有率降低等品牌失落的現(xiàn)象，因此只有不斷設(shè)計(jì)出符合時(shí)代需求的品牌，品牌才有生命力。品牌創(chuàng)新是品牌自我發(fā)展的必然要求，是克服品牌老化的唯一途徑。現(xiàn)代社會(huì)，技術(shù)進(jìn)步愈來愈快，一些行業(yè)的產(chǎn)品生命周期也越來越短，同時(shí)，社會(huì)消費(fèi)意識(shí)、消費(fèi)觀念的變化頻率也逐步加快，這都會(huì)影響到產(chǎn)品的市場(chǎng)壽命。因此，必須不斷更新品牌的內(nèi)涵、保持品牌的生命力。如可口可樂，從1886年創(chuàng)立至今已有100多年歷史，它之所以能夠保持長(zhǎng)盛不衰，一個(gè)很重要的原因就是它不斷地給自己的品牌注入新

18、的內(nèi)涵。它至今已采用過30多個(gè)廣告主題，90多句廣告標(biāo)語，目的就是一個(gè)，不斷地適應(yīng)和滿足新的需求品牌管理參考文獻(xiàn)及外文文獻(xiàn)翻譯introductionin the new economical time, enterprise marketing must faces the problem is how to establish and the manage enterprises brand. who has the powerful brand, who will have the competition capital, the future marketing is the bran

19、ds war. enterprises brand from remains obscure develops into a famous successful brand, is a from infancy to maturity process, is life cycle close correlation which the enterprise grows. the enterprise occupies the different growth stage, faced with the management environment, the management strateg

20、y key is various, the corresponding brand strategy key point and the characteristic also have differently.1 the brand promotion enterprise grows mechanism understanding the information system which as the enterprise prestige and the information assembly, the brand is which the enterprise and its the

21、 product contains initiation and so on technology, quality, function, culture, market niche forms, is the enterprise and its the product recognition symbolism. the brand through its connotation information system and the market to its response appraisal, affects the market the behavior, produces is

22、advantageous to this enterprises behavior by chance, and proved that, the brand promotes the main power which the enterprise grows, moreover the brand expands day by day to enterprises contribution along with enterprises growth.1.1 through affects customers purchase psychology and the purchase choic

23、e by chance, expanded product sale. the brand in the customer mind is the enterprise and the product symbol, is representing the product quality, the characteristic, is representing enterprises management characteristic, the quality control request and so on. the customer may extremely easily gain a

24、nd distinguish the related information through the brand, gains the information cost the drop to mean the customer purchases the cost the drop. but the customer is familiar with brand or well-knownness higher brand, also causes customers purchase risk to feel the coefficient drops. these two aspects

25、 combined action caused customers purchase psychology and the purchase behavior has formed to some kind of brand product choice by chance, thus expanded the product sale.1.2 through enhances the brand the cognition, the creation product attachment value.brand well-knownness may through the advertise

26、ment rapid establishment, but the brand cognition needs the enterprise to invest the unremitting endeavor. the brand cognition is through the customer to the brand quality one kind of subjective judgments establishment. the customer may identically also be allowed not to be inconsistent to the brand

27、 feeling quality with the product actual quality, when the customer has surpassed the product actual quality to the brand feeling quality, can make the product to increase the value. because the feeling quality enhancement may enable the product the attachm本文源自六維論文網(wǎng)ent value correspondingly to obtai

28、n the enhancement, causes the product to have the bigger marginal returns, when price rise, the consumer responded lacks the elasticity, when the price drop then the rich elasticity, this also is the famous brand goods therefore can obtain compared to the common product is higher profit space reason

29、 to be at.1.3 through strengthens the customer and is loyal to the brand association, enhances the product the competitive ability.when the customer had the overall cognition to the brand after, the enterprise may through strengthen the customer and loyal further impels the brand to the brand associ

30、ation the promoter action which grows to the enterprise. the enterprise may draw support from the brand which already became famous, used customers brand association, successfully carried on the brand to extend, the expanded enterprises product combination or extended the product line, promoted the

31、new product, enhanced the competitive ability. customers brand is loyal once forms can very as uncomfortably as the competition product influence. when market trend mature, when market share relatively stable, the brand is loyal is resists the most powerful weapon which the colleague competitor atta

32、cks, the brand loyally for other enterprises enters constructs the barrier. the brand has loyally formed one group of loyal customers and the stable market, the direct result then is the market share expansion, thus makes the enterprise the sales volume to grow, transaction cost reduction, thus caus

33、es the enterprise to obtain the extra profit, therefore, the brand may regard as the enterprise to maintain the competitive advantage one kind of powerful tool.品牌管理參考文獻(xiàn)及外文文獻(xiàn)翻譯2 enterprise different growth stage brand strategythe enterprise has respective growth characteristic in its different growth

34、 stage, then enterprise when implements its brand strategy also should aim at these different characteristics, adopts the different brand strategy, adapts the enterprise to grow various stages different request, achieves the enterprise brand strategy the goal.2.1 the time of starts an undertaking br

35、and strategy starts an undertaking a time establishment brand basic request is the enterprise own strength stronger, has the development future, the product may vicariousness very high, namely between the competition product difference is extremely small, the rational benefit actuation is insufficie

36、nt to change customers purchase behavior. if the enterprise chooses establishes own brand, that wants to start an undertaking as soon as starts to acquire the greatly strengthened brand consciousness, carries on the comprehensive plan to the brand, in enterprises management, the management, the sale

37、, the service, the maintenance and so on is various all take establishes the brand as the goal, not merely is relies on traditional the tactic method, like the symbol designs and disseminates, the media advertisement, the promotion and so on, but is stresses on the brand long term development. many

38、domestic enterprises always want to get it done in one action, how turns into brand strategy jan fires as soon as possible brand well-knownness the question, uses the well-known commercial media to accomplish a well-knownness very high brand in the short time, but the majority actually is appears br

39、iefly, investigates its reason to lie in the enterprise not to carry on the comprehensive plan in the establishment brandmarket development big trend, but says regarding the single enterprise, whether has to use the brand also to have to consider the product the situation and customers actual need,

40、especially said to strength weaker mid- and small-scale enterprise, the enterprise scale, the personnel, the fund, the time restriction, regarding is unable in the production process to form the certain characteristic the product, or because the product homogeneity is very high, customer when purcha

41、se cannot excessively many pay attention to the brand the product, does not have the brand strategy not to lose is the method which may elect, like this may save the expense, the expanded sale. the enterprise is starting an undertaking the time, if both wants enable its product to have the brand eff

42、ect the superiority, and does not want to spend the very many energy establishment brand the speech, that borrows the retail merchant brand the strategy is a shortcut. the enterprise uses the middle business brand, may reduce the cost, wins the price superiority, the use middle business superiority,

43、 omits seeks retails the channel and the promotion and so on the massive work. but is broad to a goal, the strength creates the oneself name brand the enterprise, the use middle business brand only can be an expedient measure.2.2 becomes the long-term brand str本文源自六維論文網(wǎng)ategy. when the enterprise mar

44、ches into long-term, enhances the brand cognition, strengthens the customer to the brand core value and the brand individuality understanding is the enterprise marketing diligently key point. brand cognition does not equate to the brand well-knownness. brand well-knownness only was responded the cus

45、tomer knew the degree to the brand, but certainly did not represent the customer to the brand the understanding. the customer through looked, listens, and through to the product felt and the thought knows the brand. the establishment brand cognition, not merely is lets the customer be familiar with

46、its brand name, the brand terminology, the mark, the mark or the design, further is must make the customer to understand the brand the characteristic. at present chinas multitudinous product has well-knownness, but in a brand cognition whole is extremely low, namely the customer to the domestically

47、produced brand overall impression far was inferior to overseas brand cognition high, the very important reason is the enterprise has not transmitted for the customer clearly, can meet the customer need the core value and the brand individuality. must enhance brand cognition, the most important way i

48、s strengthens with customers 品牌管理參考文獻(xiàn)及外文文獻(xiàn)翻譯communication. the customer is obtains the information through each contact way, also has through each kind of media advertisement, in the product packing, store sales promotion, also has the product to contact, the post-sale service and the neighbor frien

49、ds oral traditions, therefore, the enterprise must synthesize coordinated utilization each kind of form the dissemination method, establishes the brand cognition, for will march into the mature period to build the good foundation from now on. the establishment, the enhancement and the maintenance br

50、and cognition is the enterprise wins over the potential customer, enhances market share the important step. becomes the long-term enterprise because the resources is opposite to the expense demand multiplicity and the variability always limited, not impossible to satisfy in the market all demands, t

51、herefore the enterprise must aim at certain own to have the competitive advantage the goal market to carry on the marketing. the brand localization is the enterprise for satisfies the specific goal customer group, and has the connection with the product the unique psychological demand is the goal, a

52、nd establishes in the similar brand has the comparison superiority the brand strategy. through the lock onto target customer, and establishes a out of the ordinary difference competitive advantage and the position in the goal customer mind, the connection brand own superiority characteristic and the

53、 goal customers psychological demand. in now in this information over expansion society, only has effectively utilizes locates this dissemination way and the marketing strategy, can cause the brand to fully expose talent in keen competition. thus, once the customer had the correlation demand, can op

54、en the cerebrum the memory and the association gate of, naturally thinks of this brand, and implementation corresponding purchase behavior.2.3 mature period brand strategy. the enterprise enters the mature period, already came to a stop in the market the heel, but because the competitor massively jo

55、ins with the product popularization, the competition changes especially intensely. therefore, the enterprise should act according to the mature period the market, the product, the competition characteristic, enhances the enterprise brand the loyalty, carries本文源自六維論文網(wǎng) on the suitable brand to extend.

56、 the brand loyalty is the customer to the brand sentiment measurement, reflected a customer changes another brand the possible degree, is the enterprise important competitive advantage. it has provided the customer for the brand product which stable is not easy to shift, thus has guaranteed this bra

57、nd basic market share. therefore, the cultivation brand loyalty said very raw material, to post-sale service a series of responsibilities value system which provides for the customer, establishes the harmonious relations between the enterprise and the customer, then, may loyal affect customers behav

58、ior in the mature period enterprise using the customer to this brand. customers brand is loyal once forms can very as uncomfortably as the competition product influence. the brand loyal is in the brand property most important part, the brand property finally is manifests in the brand on is loyal, th

59、is is the enterprise implements the brand strategy the basic goal. however, consumers brand is loyal is not unconditional, its root to the enterprise to this brand strict specification, namely this brand has the remarkable quality guarantee. the brand extends is has the success brand to use in the new production after on the improvement product