關(guān)于品牌價(jià)值的外文文獻(xiàn)原文以及翻譯譯文

1、關(guān)于品牌價(jià)值的外文文獻(xiàn)原文以及翻譯譯文international factoringon the brand strategy and countermeasures researchby t.bettinawith economic development and peoples living standards, increasing the wealth of material and products, business competition from products and services, competition, to a higher stage of the compe

2、tition between brands. brand is both a business products and services unique to the mark, to some extent also is a standard and commitment. it is a business permit to enter the market and consumers a bridge between the enterprises are relying on market positioning. brand strategy and practice of sys

3、tematic research, only started in the late 1980s. in 1988, philip. morris and nestles acquisition of two well-known, so that the brand value of the assets of the market to be officially confirmed, marking the modern era of the brand. chinese enterprises in the theory and practice of brand strategy i

4、n recent years has made considerable progress and development, but the west still a big gap compared with developed countries. promoting the brand strategy will help enterprises establish an advanced view of the market, and strengthen the awareness of the market. first, the concept of brand strategy

5、-related analysis (a) the definition of brand and constitute the most basic brand is defined as one intended to be used to identify (or group) vendor in terms of quality products and services names, terms, mark, symbol or design, or their combination, and intended to be used to distinguish one (or a

6、 group) and its vendor competitors. brands include brand names, trademarks and brand logo. brand, in essence, represents the seller to the buyer on the delivery of the product features, benefits and services, consistent commitment to the brand is the best guarantee of quality. the brand is divided i

7、nto 6 levels of meaning: attributes, interests, values, culture, personality, the user. therefore, the most durable brand is the meaning of their values, cultures and personalities, including visual, emotional, the idea that they constitute the essence of the brand. (b) the definition of brand strat

8、egy with the aim of brand strategy, as its name implies, is the corporate brand to create, use and maintenance of the core, in its analysis of conditions and the external environment on the basis of the development of the overall business plan of action. from the practical point of view, is the choi

9、ce of brand strategy, packaging, training, promotion and protection of a particular brand, reputation make it step by step and give full play to the effects of brand-name brands and companies to promote their own development and growth. the main purpose of the brand strategy is to create high visibi

10、lity, high credibility, and a larger market share enormous economic benefits. first, high visibility. high-profile corporate products and services to smooth the sale an important factor in business and a great intangible asset. secondly, the high degree of credibility. a high degree of credibility i

11、s a business and all employees and even years of hard struggle of several generations, well-formed operation of the enterprises and products in the market a good impression on the minds of consumers. to the consumer, the high degree of credibility means that the quality of high-tech content and a go

12、od level of service; cooperation of enterprises and banks, financing, a higher degree of redibility means that reliable and trustworthy. in a market economy, only about reputation, business can be the main market recognition can be long-term development. thirdly, a larger market share. market share

13、from the market coverage and market share both to consider. corporate brand through the implementation of the strategy, to increase brand awareness, reputation, business products and services to increase market share, which is good business to ensure effective. fourth, the huge economic benefits. th

14、e success of the brand strategy can make the product more of the sales market, but also in the market than similar products of a higher sale price. as a result, brand-name products and good services to achieve significant sales and higher profits for companies bring in huge commercial profits. we ca

15、n see that the brand strategy is to expand the direct purpose of the enterprise products and services in the market, so as to increase market share and achieved great economic benefits. in the long run, the brand strategy is to achieve the brand and grow the business and sustainable development. sec

16、ond, chinas enterprises of the importance of brand strategy since the reform and opening up, chinas economy has experienced sustained growth for decades. with the economy expanding and opening up, chinas domestic market has been in the international market has become an important component of chinas

17、 enterprises to participate in international competition means great changes have taken place. world-renowned enterprise in an increasingly competitive and complex chinese market, the implementation of brand strategy, brand china is facing severe challenges in international competition. in particula

18、r after the accession to the wto, china will be in the majority of enterprises with foreign competitors in a powerful position face-to-face contest, a growing number of famous foreign brands will enter into our life. in the face of this unprecedented impact on the brand, china is only the implementa

19、tion of brand strategy, create brand and corporate brand products in order to enter the international market and international market competition with foreign brand rivals. on the other hand, with progress in science and technology, consumer demand and continuous improvement in the level and pay att

20、ention to brand, the pursuit of brand and increase brand-name consumer phenomenon is increasingly clear, the implementation of corporate brand strategy is not only conducive to the expansion of market share, but also more large economic benefits. chinas domestic enterprises to take part in market co

21、mpetition, and only the implementation of brand strategy in order to enhance the competitiveness of enterprises in the competition. (a) business development must be to promote the growth of the brand strategy as chinas market economy reform, in particular chinas accession to the wto. chinas all over

22、 the original system of small businesses, the impact of a market economy, gradually formed a number of cross-regional business and the well-known brands. in the competition, non-brand-name slowly out of the market, an industry often controlled by a few big brands, market competition into a major com

23、petition between brands. with the world-class international brands to enter china, domestic brands will lose the advantages of the original, faced with severe competition. in this case, the number of domestic famous brands have yi zhi, or the acquisition by multinational companies, or joint ventures

24、 with foreign brands, domestic brands positions are nibbled away. the right to choose and implement the brand strategy to improve our products and services in the domestic market, step by step into the world, with the developed countries of the world famous enterprises match, chinas entrepreneurs is

25、 incumbent upon the sacred mission. number of national brand value of the industry (1,000,000 u.s. dollars) coca-cola beverage 83845 u.s. 1 2 u.s. microsoft software 56,654 u.s. 3 ibm computer 43781 4 general electric of the united states diversified 33,520 5 ford motor of the united states 33197 6

26、disney entertainment of the united states 32,275 7 intel u.s. computer 30021 8 mcdonalds 26,231 u.s. food 9 at & t of the united states telecom 24181 10 marlboro 21,048 u.s. tobacco 11 nokia finland telecom 20694 mercedes-benz car 12 germany 17781 13, switzerland nestle beverage 17595 hewlett-packar

27、d computer 17132 u.s. 14 15, guillermo personal belongings of the united states 15,894 16 kodak image of the united states 14830 17 erission swedish telecommunications 14,766 18 sony japanese electronics 14231 19 u.s. financial services 12,550 american stock exchange 20 tokyo japan automobile 12,310

28、 table 2-1 world brand value of the top 20 list (source: you shangbiao, it is not hard to see that the size of the value of the brand also reflects the brand owner (or group of transnational corporations) in the global enterprise or industry position and competitiveness. chinas major cities has been

29、 a strong consumer brand awareness of the consumer, small and medium-sized cities and rural markets have gradually enhance brand awareness. young people to pursue well-known consumer brands to achieve self-worth, has become a fashion, but they are small in the consumption of foreign brands such as n

30、estle, mcdonalds grow up so as to pursue the development of foreign brands for fashion, which can not have sighted people for the national brand of domestic concerns. in the chinese market, foreign brands through joint ventures, wholly or in a variety of ways, such as mergers and acquisitions, to cr

31、eate a successful local brands. in contrast, chinas opening up, in addition to an earlier, compared with full competition in the industry, such as household appliances, cosmetics, food and beverage industries better than brand development, the protection of national policy and restrictions on the in

32、dustry, the real strength of the brand little. if you do not go on this way to strengthen the focus on brand protection, brand promotion of growth in these areas would not be able to enterprises and foreign enterprises to compete, can not be developed. (b) market in china has become the brand compet

33、ition with the reform and opening up of chinas socialist market economy and building the prosperous development of chinas market situation has changed dramatically, showing the following trends: from a single-system to the needs of the diverse needs of change; by the identical to the individual need

34、s of demand change; by the type of poverty, food and clothing needs-to-well-off, rich-changing needs. require a change in demand for a corresponding change in supply, which led to the need to intensify competition among enterprises and changes in the way, in such circumstances, china has gradually f

35、ormed the pattern of brand competition. first of all, competition among enterprises has been content to seek resources, the advantage into a commodity to seek technical advantages, strengths and talent brand, and technology, human resources advantages will ultimately have to be reflected in the bran

36、d. as a result, the economy entered a relative surplus of the times, the importance of resources has declined to seek brand has become a large enterprise to achieve long-term development of the most urgent task. this was followed by gradual means of competition on price-based competition means, in o

37、rder to shift the main means of non-price competition. in the past, chinas market price war among enterprises is the main means of competition, but consumer demand as by the type of food and clothing to the well-off-the-well-off change in the quality of goods at low cost is no longer subject to main

38、stream consumers, they are more important is the brand, quality, service and so on non-price factors. although the price reduction strategy in a certain period of time so that competitors at a disadvantage, but it will benefit their own business down, resulting in a lose-lose outcome. and rely on hi

39、gh quality, innovative products and superior service set up by the brand advantage, the enterprise market will rise, increasing economic efficiency, sustainable development of the enterprise. finally, the structure of the competition has been limited to domestic competition among enterprises, to bet

40、ween domestic and foreign enterprises to compete more. since china opened the door, a number of powerful multinational corporations in developed countries to enter the chinese market on a large scale, with local enterprises in chinas heated market competition, our international market competition, i

41、n an increasingly competitive market. as a result, chinese enterprises should use the favorable conditions for local enterprises, and strive to create a national brand, with foreign brands and fight to safeguard national industries. only after a firm footing in order to get out, to participate in th

42、e international market competition, international operations.關(guān)于當(dāng)代品牌戰(zhàn)略與對(duì)策的思考發(fā)展概況前景 作者：t.貝蒂娜 隨著經(jīng)濟(jì)的發(fā)展和人們生活水平的提高，物質(zhì)產(chǎn)品的日益豐富，企業(yè)經(jīng)營(yíng)的競(jìng)爭(zhēng)已由產(chǎn)品的生產(chǎn)和服務(wù)的競(jìng)爭(zhēng)，轉(zhuǎn)向更高階段的品牌之間的競(jìng)爭(zhēng)。品牌既是企業(yè)產(chǎn)品和服務(wù)的特有標(biāo)志，在某種程度上又是一種標(biāo)準(zhǔn)和承諾。它既是企業(yè)進(jìn)入市場(chǎng)的通行證和消費(fèi)者之間的橋梁，又是企業(yè)定位市場(chǎng)的依托。 品牌戰(zhàn)略的系統(tǒng)研究和實(shí)踐，僅起步于八十年代末。一九八八年，菲利浦.莫里斯公司和雀巢公司的兩大著名收購(gòu)行動(dòng)，使品牌價(jià)值資產(chǎn)化得到市場(chǎng)正式確認(rèn)，標(biāo)志著現(xiàn)代品

43、牌時(shí)代的來(lái)臨。中國(guó)企業(yè)的品牌戰(zhàn)略理論和實(shí)踐近年取得了長(zhǎng)足進(jìn)步和發(fā)展，但與西方發(fā)達(dá)國(guó)家相比還有很大差距。大力推行品牌戰(zhàn)略，有助于樹立企業(yè)先進(jìn)的市場(chǎng)觀，強(qiáng)化企業(yè)的市場(chǎng)主體意識(shí)。 一、品牌戰(zhàn)略相關(guān)概念解析 （一）品牌的定義與構(gòu)成 品牌最基本的定義是指打算用來(lái)識(shí)別一個(gè)(或一群)賣主的質(zhì)物和勞務(wù)的名稱、術(shù)語(yǔ)、記號(hào)、象征或設(shè)計(jì)、或其組合，并打算用來(lái)區(qū)別一個(gè)(或一群)賣主和其競(jìng)爭(zhēng)者。品牌包括品牌名稱、品牌標(biāo)志和商標(biāo)。品牌在本質(zhì)上代表著賣者對(duì)交付給買者的產(chǎn)品特征、利益和服務(wù)的一貫性的承諾，最佳品牌就是質(zhì)量的保證。 品牌的含義分為6個(gè)層次：屬性、利益、價(jià)值、文化、個(gè)性、用戶。因此品牌最持久的含義是其價(jià)值、文化和

44、個(gè)性，包含視覺、情感、理念，它們構(gòu)成品牌的實(shí)質(zhì)。 （二）品牌戰(zhàn)略的定義與目的 品牌戰(zhàn)略，顧名思義，是企業(yè)以品牌的營(yíng)造、使用和維護(hù)為核心，在分析研究自身?xiàng)l件和外部環(huán)境的基礎(chǔ)上所制定的企業(yè)總體行動(dòng)計(jì)劃。從實(shí)際操作來(lái)看，品牌戰(zhàn)略就是選擇、包裝、培育、宣傳和保護(hù)某一品牌，使之逐步享有盛譽(yù)，并充分發(fā)揮名牌效應(yīng)來(lái)促進(jìn)品牌和企業(yè)本身發(fā)展壯大的過(guò)程。 品牌戰(zhàn)略的主要目的就是要?jiǎng)?chuàng)造極高的知名度、較高的信譽(yù)度、較大的市場(chǎng)份額和巨大的經(jīng)濟(jì)效益。 第一，極高的知名度。高知名度是企業(yè)產(chǎn)品和服務(wù)得以順暢銷售的重要因素和企業(yè)一筆巨大的無(wú)形財(cái)富。 第二，較高的信譽(yù)度。高信譽(yù)度是企業(yè)經(jīng)營(yíng)者和全體員工多年乃至幾代人艱苦奮斗、精心

45、經(jīng)營(yíng)所形成的本企業(yè)及產(chǎn)品在市場(chǎng)消費(fèi)者心目中的良好印象。對(duì)消費(fèi)者而言，較高的信譽(yù)度意味著質(zhì)量、高技術(shù)含量和良好的服務(wù)水平；對(duì)合作企業(yè)和提供資金的銀行而言，較高的信譽(yù)度意味著可靠和值得信賴。在市場(chǎng)經(jīng)濟(jì)條件下，只有講究信譽(yù)，企業(yè)才能得到市場(chǎng)主體的認(rèn)同，才能得到長(zhǎng)遠(yuǎn)的發(fā)展。 第三，較大的市場(chǎng)份額。市場(chǎng)份額可以從市場(chǎng)覆蓋面和市場(chǎng)占有率兩個(gè)方面考慮。企業(yè)通過(guò)品牌戰(zhàn)略的實(shí)施，能夠在提高企業(yè)品牌知名度、信譽(yù)度的同時(shí)，增加企業(yè)產(chǎn)品和服務(wù)的市場(chǎng)份額，而這正是企業(yè)取得良好效益的保證。第四，巨大的經(jīng)濟(jì)效益。成功的品牌戰(zhàn)略可以使產(chǎn)品有較大的銷售市場(chǎng)，而且能夠在市場(chǎng)上以比同類產(chǎn)品更高的價(jià)格出售。因此，名牌產(chǎn)品和良好的服務(wù)

46、能夠?qū)崿F(xiàn)巨大的銷售額和高額的利潤(rùn)，給企業(yè)帶來(lái)豐厚的商業(yè)利潤(rùn)。 可以看出，品牌戰(zhàn)略的直接目的就是擴(kuò)大企業(yè)產(chǎn)品和服務(wù)在市場(chǎng)中的影響，借以增加市場(chǎng)份額，取得巨大經(jīng)濟(jì)利益。從長(zhǎng)遠(yuǎn)來(lái)看，品牌戰(zhàn)略則是要實(shí)現(xiàn)品牌和企業(yè)的壯大和持續(xù)發(fā)展。 二、我國(guó)企業(yè)實(shí)施品牌戰(zhàn)略的重要性 自改革開放以來(lái)，中國(guó)經(jīng)濟(jì)經(jīng)歷了持續(xù)幾十年的高速增長(zhǎng)。隨著經(jīng)濟(jì)開放的不斷擴(kuò)大，我國(guó)國(guó)內(nèi)市場(chǎng)己經(jīng)成為國(guó)際市場(chǎng)的一個(gè)重要組成部分，我國(guó)企業(yè)參加國(guó)際競(jìng)爭(zhēng)的涵義發(fā)生了很大變化。世界知名企業(yè)在競(jìng)爭(zhēng)日益激烈和復(fù)雜的中國(guó)市場(chǎng)上實(shí)施品牌戰(zhàn)略，中國(guó)的品牌正面臨嚴(yán)峻的國(guó)際競(jìng)爭(zhēng)的挑戰(zhàn)。特別是加入wto以后，我國(guó)大多數(shù)企業(yè)將處于同國(guó)外的強(qiáng)大競(jìng)爭(zhēng)對(duì)手面對(duì)面較量的境地，

47、越來(lái)越多的外國(guó)著名品牌將進(jìn)入到我們的生活當(dāng)中。面對(duì)這前所未有的品牌沖擊，我國(guó)只有實(shí)施品牌戰(zhàn)略，造就品牌企業(yè)和品牌產(chǎn)品，才能走進(jìn)國(guó)際市場(chǎng)，參與國(guó)際市場(chǎng)的大競(jìng)爭(zhēng)，與外國(guó)品牌一爭(zhēng)高下。另一方面，隨著科學(xué)技術(shù)的進(jìn)步，消費(fèi)者需求層次的不斷提高，注重品牌，追求品牌，增加名牌消費(fèi)的現(xiàn)象日益明顯，因此企業(yè)推行品牌戰(zhàn)略不僅有利于擴(kuò)大市場(chǎng)占有率，而且能取得更大的經(jīng)濟(jì)效益。我國(guó)企業(yè)要參與國(guó)內(nèi)市場(chǎng)競(jìng)爭(zhēng)，也只有實(shí)施品牌戰(zhàn)略，才能增強(qiáng)企業(yè)的競(jìng)爭(zhēng)力，在競(jìng)爭(zhēng)中立于不敗之地。（一）企業(yè)要想發(fā)展必須推進(jìn)品牌成長(zhǎng)戰(zhàn)略 隨著我國(guó)市場(chǎng)經(jīng)濟(jì)體制改革的進(jìn)行，特別是我國(guó)加入wto。我國(guó)各地原有的小而全的企業(yè)體系，在市場(chǎng)經(jīng)濟(jì)的沖擊下，逐漸形成了一些跨地區(qū)跨行業(yè)的知名企業(yè)和知名品牌。在競(jìng)爭(zhēng)中，雜牌緩慢地退出市場(chǎng)，一個(gè)行業(yè)往往由幾大品牌控制，市場(chǎng)競(jìng)爭(zhēng)變成幾大品牌之間的競(jìng)爭(zhēng)。隨著世界級(jí)的國(guó)際名牌進(jìn)入中國(guó)，國(guó)內(nèi)名牌就失去了原有的優(yōu)勢(shì)，面臨著嚴(yán)峻的競(jìng)爭(zhēng)形勢(shì)。在這種情形下，一些國(guó)內(nèi)名牌紛紛“易幟”，或是被跨國(guó)公司收購(gòu)，或是同洋品牌合資經(jīng)營(yíng)，國(guó)內(nèi)名牌的陣地不斷被蠶食。選擇和實(shí)施正確的品牌戰(zhàn)略