毕业设计－品牌营销战略参考文献和英文文献翻译

毕业设计－品牌营销战略参考文献和英文文献翻译内容摘要：

n cultivating brand petitiveness, a certain input of manpower, material and financial concerns, also made some remarkable achievements, such as the formation of a number of Changhong, Hisense, TCL, Haier, Glanz. Lenovo quite influential in the worldrenowned brands. Even in a social level, even an ordinary private enterprise owners and individual traders, but also how to conduct the registration of trademarks, for brand publicity. Although the situation is gratifying, however, the situation is still not optimistic from the brand strategy at the height of view, Chinese enterprises still exist many problems : domestic brands pared with foreign brands, there is a considerable gap Between this gap reflected in the number of domestic brands, quality, size, influence, Brand development and the environment (including rules and regulations, management, planning and implementation of the strategy) and the indepth brand theory and the concept of universal brand, are still in the infancy stage. Chinese and foreign enterprises to brand confrontation example, the wellknown brands of foreign enterprises in China to drive straight into the market, occupy most of the rivers. annual market share to 10% growth rate [3]. Domestic enterprises were very few wellknown brands, the market quite calm, the field。 Brand development of foreign enterprises has risen to the height of intellectual property protection, Brand domestic enterprises still in with fake and shoddy products entangling。 Foreign enterprises depend on business and technology for establishing brand, domestic enterprises depend on publicity and establish brand names。 Foreign panies have shifted brand development intrinsic value. Brand stressed that the effect of the proliferation of products, and industrial anization polymerization effect, in order to obtain a higher premium ine and stable 毕业论文 论文网 on the protection of the quality and reputation of the concept. Antidomestic enterprises to meet the evaluation of intangible assets, thus enabling concepts. All these have to show that Chinese enterprises brand development for the road is the road long course to you, yet and earth. Brand lack of overall planning For the development of a successful brand image is not shaping its own brand strategy matters, It involves the operation and management of enterprises of all major strategic decisions, such as product quality, technology, size, brand design, advertising planning, marketing, human resources strategy design, among other areas. At present, domestic enterprises do not quite brand into the overall business plan, not to brand research and development, Product publicity only to the general staff to plete, or direct it to advertising panies so that Enterprise managers to their important intangible brands, the lack of understanding, even a sense of alienation. Products and exacerbated the difficulties in munication between consumers, leading to consumer confusion and discontent, loss of a brand petitiveness. poor product quality, brand personality, lack of innovation and development capacity Many lowgrade products. quality, packaging is not new, aftersales service is not in place, no publicity, and a serious impact on the brand status improvement. From another angle, and some brand personality is not distinctive design, technology, culture, art and other contents, rich content, the lack of a strong attraction. The most serious is that many enterprises have serious aging brand, and the intrinsic value of assets began to decline or even disappear. If the first batch of China39。 s Ten wellknown trade mark Phoenix, permanent and Xiafei have long been passed their prime. Brand39。 s life lies in innovation. Not with the changing market demands, the shift in consumer preference, in a timely manner to improve existing products transformation redesign the image of our brand enterprises generally the main reason for innovation. Brand Development Strategy Mistakes Exist Brand Development Strategy is a business management, need science business ideas and the operation of superb skills, However, many domestic enterprises brand planning in this regard was especially poor and rich, affected the enterprise39。 s brand development, actual work a lot of this misunderstanding : If work is to create brand products to obtain a good name. improve product visibility of the product or packaged。 good brand is painting a satisfactory visual signs it。 Advertising is to cultivate wellknown brands only means, in addition to vigorously in the media for advertising, the other has no concern。 Once the scale enterprises formed a wellknown brand on the establishment of a naturally。 wellknown brands in the same price, be unrealistic to raise prices, and so on. Some enterprises even in the operation Mistakes on Brand gone farther, has abandoned its own brand enterprises, the use of foreign brand panies, or to sell its own lowpriced brand transfers, such as China39。 s current 10,000 over 20 threecapital enterprises, 90% of the joint venture in the use of foreign brand。 Guangzhou Kit silver toothpaste plant to 2 million lowpriced brand will be transferred to the joint venture, etc. [4]. This is an outstanding example of the horrible consequences of to。