Brand Strategy Rearch
Resource: Kapferer, J.H Strategic Brand Management[J]. Kogan Page, London人气指标
Economic globalization, how to adapt to international trends, establish a strong brand and enhance our competitiveness, have become pressing issues facing enterpris. Bad on the analysis of the development of corporate marketing brand strategy, bad on the content of brand strategy an its functional significance, to discuss the brand strategy in enterpri marketing role. Enterpri needs to u a variety of means of competition to increa brand awareness, improve brand positioning, an create a good brand image.
如何鉴别玉石好坏外国经典歌曲First, Japane brands across the board defeat
November 22, 2006 morning, NEC announced that it would withdraw from 2G and 2.5G mobile phone market, which means that, following Sharp, Panasonic, Toshiba, Mitsubishi, Sanyo, a Japane mobile phone manufacturers later withdraw from the Chine market, Japane mobile phone has almost all except Kyocera 2G mobile phone market in China out of contention.
吕氏春秋原文
If we sum up the Chine houhold appliance market, today any different from ten years ago, I think t
围手术期护理he biggest difference is that Japane companies in China, Japane home appliance market downturn, the表情纹
following main reasons: First, rigid enterpri system, decision-making difficult, the reaction was slow, incompatible with the reality of the Chine market, it is difficult to adapt to the rapidly changing Chine market; 2 is weak in marketing, product planning capacity is not strong, it is difficult to judge according to their marker launch to meet consumer demand and forecast products, follow the trend has been in a passive situation, can not satisfy market demand; Third, failure to grasp the industry best time to transition is the Japane home appliance companies lo an important reason for market dominance .
Japane companies come to the edge in the Chine market is causing companies tothink deeply about our nation? To take the international route and whether the enterpri of “Japane Company” to the lessons learned behind?
Second, the brand strategy implementation in China the Current Situation
Many old famous “flash in the pan”
Chine and foreign enterpris in the Chine market the brand war; just grow up to be a great impact on national brands. The last century, a little-known 80’s brand, not being registered by trademark, is to be acquired, squeeze, even if the residue is hard going down really developed very limited. Here a typical ca, the last century 80s to early 90s, he worked in air conditioning ctor hit wonders of the Warburg in 1998, was
acquired Kelon, the subquent decline in brand image is repeated.
Brand strategy has been an increasing emphasis on domestic enterpris caud the government to support.进攻的英文
Since the 80s of last century reform and opening up, China’s socialist economic construction has made remarkable achievements. From a planned economy to market economy era Chine companies, brand management has grown out of nothing.
Information, local governments at all levels of emphasis on brand-name, organization promoting the efforts, policies measures have greatly enhanced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other cities on the Chine famous enterpris incentives to 100 million, on Dali an 3 million Yuan, on brand-name companies have been cities for the 100000yuan reward-200000yuan..
January 8th 2009 year to January11th,the 40th International Consumer Electronics Show(CES) in Las Vegas Venetian hotel opening. National enterpris in the CES, we achieve superior results.
努力的励志句子It is understood that this year there are 4000 people registered to participate in China CES, including manufacturers, media and spectators, in the exhibition hall, there are 327 exhibitors. Haier is the world’s most authoritative consumer electronics industry media “TWICE” named for the Chine consumer electronics brand.
3.The status of foreign brands in most ctors is still difficult to shake
However, we should also e the face of numerous products on the market, allows consumers blurted out genuinely few domestic brands. With the opening up further, to a number of big companies have to squeeze into the Chine market, Chine market, a time filled with “Sony”, “Coca-Cola”, “Rejoice”, “Benz”and various other international brands, many of the names foreign brands violently hitting the national brand in China .Although the appliance industry, led by Haier brand, “Konka”, “Changhong” , “TCL” and other domestic brands have developed well, but with the “Sony” , “Panasonic”“Samsung” and other brands, they are still there competitive disadvantage; in the IT industry, “Lenovo” , “Founder” , “Great Wall” and the brand’s competitiveness has improved si
gnificantly, but with Europe and the United States, Japan and other countries compared to, brand awareness is still insufficient; in Consumer Goods market, “P&G”, “Oliver”, “Henkel”, and other international companies have formed the three pillars.
Third, the brand strategy implementation in China Problems and Errors Currently, Chine brands have a huge international marker opportunity and space for international brands has been inevitable, but there are also brand building is not unsatisfactory.
Our Enterpri Brand Building Problems
Factors from the point of micro-enterpris themlves: there is a lace of technology development, brand competitiveness is not strong; brand
personality, lack of innovation and development capacity; small-scale production and management, brand development lack of overall planning; ability of weak exports and international operations, Brand awareness is not strong; brand positioning is not clear, there is a large range of factors such as blindness. Speaking from the macro social factors: social mechanisms need to be improved, policies and regulations support the need to further strengthen the country’s industrial policy, export-oriented policies for different ctors play different role in the promotion and limitation, the financial e
nvironment for business investment capacity and market expansion ability and the important influence. The establishment of market system in China has for many years, despite a significant improvement but still not perfect, there still has not really adapt to the market economy, consumer psychology has not yet fully mature.
2. The current situation of global economic integration, the error of the brand strategy implementation
(1) Ignore the brand investment, profit-oriented
Background of economic globalization, international competition is increasingly reflected in the brand’s competition, the overwhelming majority of the modern world famous multinational companies with particular emphasis on the u of brand strategy, brand such a full range of output through the form of multinational corporations gradually occupation of the international market, it is no exaggeration to say that now, the brand
