服装和纺织品市场的品牌战略【外文翻译】.doc

1、1本科毕业论文外文翻译外文文献译文标题服装和纺织品市场的品牌战略资料来源FIBRES在自己的输送系统和自己的运输基础设施投资，以提高其快速交付的产品的接收能力；完善的分配制度（与的贸易网络平台合作是必要的）；投资有益于产品创新的研究。自由市场在平等的条件下并不是为了每个人。它有利于那些有设想，有想法，并4坚持行动的人们。一个成功的机会肯定会照顾一个良好的品牌和一个现代管理制度。3总结企业可以在他们的行动利用各种营销手段。显然地，管理一个品牌需要大量的人才和技能，但大部分是靠经验。为了充分发挥品牌战略所给的机会，他需要在品牌上的连续工作，并投资原有资本的发展和扩展。当然，这是耗费时间，且需要大量

2、的金融投资，但公司返回的是客户的忠诚度，并还清所有的努力和投资。因此，这是值得的如果我们要得到在某个部门的领导者的地位，就要找出所有可能的品牌管理方面。5外文文献原文TITLEBRANDSTRATEGYINTHECLOTHINGANDTEXTILEMARKETMATERIALSOURCEFIBRESSOMETIMELATERTHISISTRANSLATEDINTOTHERECONCILABILITYANDPRESTIGEOFABRANDONTHEMARKETABRANDPRODUCTOFFERSASENSEOFSAFETY,ANDGUARANTEESQUALITYANDRELIABILITYB

3、RANDVALUESAREFEATURESTHATAPPEALTOTHEEMOTIONALSPHEREOFHUMANPERCEPTIONHENCEABRANDISTHEMOSTVALUABLEASSETOFACOMPANY,ANDCUSTOMERSATISFACTIONISTHEKEYTOALONGTERMSUCCESSASCONSUMERSMUSTHAVEAREASONFORSELECTINGTHISGIVENBRANDFROMAMONGMANYOTHERS,EACHBRANDSHOULDHAVEAMOTTOAPARTFROMITSDISTINCTIVEUSABILITYITISNECESS

4、ARYTODEFINEWHYITISDIFFERENTANDWHATITSPOSITIONISA6BRANDISNOTANADVERTISEMENT,BUTRATHERAWHOLEPHILOSOPHYUNDERLYINGASETOFCOMBINEDACTIONSFIXEDONTHECOMPANYSSUCCESSITISCERTAINLYANINDISPENSABLETOOLALLOWINGEFFECTIVECONQUESTOFMARKETS,RETENTIONOFTHEMARKETPOSITION,ANDINTERNATIONALCOMPETITION2BRANDSTRATEGYANDTHEC

5、LOTHINGBRANCHECONOMICDEVELOPMENTINAUNITEDEUROPEHASRESULTEDINAGREATNUMBEROFCOMMERCIALCONNECTIONSBETWEENEUROPEANCOUNTRIES,ANDTHATMEANSTHEJOININGANDMIXINGOFDIFFERENTCULTURESANDTHECONSOLIDATIONOFMASSCOMMUNICATIONSTHERESULTOFTHISPROCESSISTHECHANGEINSOCIALTHINKING,ANDAGREATERSENSEOFMUTUALDEPENDENCEBETWEEN

6、THECITIZENSOFEUROPEBUTTHEMOSTIMPORTANTPARTOFTHISGLOBALIZATIONIS,OFCOURSE,THEDEVELOPMENTOFTHEINTERNATIONALECONOMYASWEKNOW,NOTALLTHECOUNTRIESHAVEDEVELOPEDATTHESAMESPEEDFORSOMEOFTHEM,JOININGTHEEUWILLBEACHANCETOANECONOMICALSUCCESSTHISWILLINCLUDEPOLANDAMONGOTHERSINORDERTOREACHTHEPRESENTSTATEOFDEVELOPMENT

7、OFTHECURRENTMEMBERSOFTHEEU,MANYACTIONSNEEDTOBEUNDERTAKENMEMBERSOFEUWHOARECONSISTENTANDSTABLEWILLBENEEDEDMOSTOFALL,EFFORTSHOULDBEFOCUSEDONIMPROVINGTHECOMPETITIVENESS,MODERNIZATIONANDQUALITYOFMANUFACTURING,BUTALSOONINTRODUCINGTHEUNIONREGULATIONS,ANDONCREATINGANDENHANCINGINSTITUTIONSWHICHWILLSUPERVISET

8、HEFUNCTIONINGOFTHEECONOMYCORRECTLYANDAPPROPRIATELYGLOBALIZATIONININTEGRATEDEUROPECAUSESMANYCHALLENGES,ANDSOINORDERTOBUILDANDMAINTAINCOMPETITIVEADVANTAGES,ITISNECESSARYTOCONSTANTLYREACTTOCHANGESINTHEGLOBALENVIRONMENT,BECAUSESIMPLEMONITORINGOFTHETHREATSANDOPPORTUNITIESINTHEIMMEDIATENEIGHBORHOODISNOLON

9、GERENOUGHTOGETHERWITHTHELIBERALIZEDACCESSTOTHEEUMARKETS,THESECONDHALFOFTHE1990SBROUGHTVASTOPPORTUNITIESFORDYNAMICDEVELOPMENTOFTRADEWITHTHEMEMBERSTATESUNDOUBTEDLYTHISWASAPPARENTINEVERYINDUSTRIALBRANCH,NOTLEASTINTHECLOTHINGINDUSTRYTHECLOTHINGINDUSTRYINPOLAND,ONCESTRONG,ISTODAYINADIFFICULTECONOMICALSIT

10、UATIONWITHTHEEXCEPTIONOFJUSTAFEWCOMPANIES,WHICHHAVEMANAGEDWELLINTHENEWREALITY,WEMAINLYHAVESTRONGFOREIGNCOMPANIESONTHEMARKET,NOTTOMENTIONENTERPRISESOPERATINGINTHEGREYZONE,WHICHARECHARACTERIZEDBYSMUGGLINGPRODUCTSANDFORGINGLOGOSTHEREFOREITISSOIMPORTANTTODEFINEOURSEGMENTANDUSEMODERNMARKETING7METHODSSINC

11、E1998,THELIGHTINDUSTRYINPOLANDHASENJOYEDUNOBSTRUCTEDACCESSTOTHEEUMARKET,WITHOUTCUSTOMSDUTIESORQUOTAS,ANDSINCE1999ITHASBEENFULLYEXPOSEDTOCOMPETINGIMPORTSFROMTHEMEMBERSTATESWITHINTHEESTABLISHEDFREETRADINGZONEOFINDUSTRIALGOODSITISWORTHSTRESSINGTHATEUPRODUCERSOFTEXTILES,THREATENEDBYCOMPETITORSINTHELOWCO

12、STCOUNTRIES,HAVEMOVEDTHEIRPRODUCTSTOHIGHERMARKETSEGMENTSINTHISWAY,THEYTRYTOAVOIDPRICEWARSINTHELOWESTMARKETSEGMENT,WHILEMAINTAININGTHEIRMARKUPSINSEGMENTSWHERECUSTOMERSACCEPTHIGHERPRICESFORINNOVATION,INTERESTINGDESIGNS,ANDQUALITYFINISHINGTHEEUENTERPRISESHAVETHOUGHTFULLYRELOCATEDTHEIRPRODUCTIONTOCOUNTR

13、IESWITHCHEAPERLABORCOSTS,YETTHEYAREFOCUSEDONBRANDBUILDINGANDCATCHINGUPWITHTHEFASHIONTRENDSUNTILNOW,THEMARKETHASNOTBEENABLETODEMANDSIMILARBEHAVIOROFPOLISHENTERPRISES,BUTTHECOUNTRYSACCESSIONTOTHEEUROPEANUNIONMAYCREATESUCHANEFFECTTHERESULTSOFRESEARCHCARRIEDOUTDURINGTHEINTERNATIONALFAIRINPOZNAINMARCH200

14、4,AIMEDATDETERMININGWHETHER,ANDIFSOHOWTHECLOTHINGCOMPANIESUSEBRANDSTRATEGY,SHOWEDTHATMOSTOFTHEMDONOTEMPLOYSUCHASTRATEGYTHESTAFFOFMARKETINGDEPARTMENTSMERELYINDICATEDTHEIRPRESENCEATTHEFAIRASTHEIRMAINACTIONOFPRESENTINGTHEMSELVESTOTHECUSTOMERSTHEYCOULDNOTSAYWHATTHECOMPANYSIMAGEIS,ORIFTHEIRCOMPANYHASAPER

15、SONALITYMOSTQUESTIONSCONNECTEDWITHBRANDSTRATEGYWERENOTUNDERSTOODBYTHEMACHARACTERISTICFEATUREOFTHECLOTHINGINDUSTRYINPOLANDISTHATBESIDESSOMELEADINGBRANDS,PLENTYOFANONYMOUSCOMPANIESEXIST,ANDUNFORTUNATELYTHISSITUATIONWILLCONTINUETODEVELOPONEOFTHEBRANDSWHICHSTICKSOUTFROMTHISCROWD,ANDWHICHHASGAINEDPOPULAR

16、ITYANDESTEEMONTHECLOTHINGMARKET,ISAMERICANSTHECOMPANYHASBEENONTHEMARKETFOR13YEARS,ANDPRODUCESJEANSANDSPORTSWEARBECAUSEOFITSCONTROVERSIALADVERTISINGCOMPANIES,AMERICANSHASBEENPROCLAIMEDTHEPOLISHCOUNTERPARTOFBENETTONITSMESSAGESAREVERYBOLD,ALMOSTSCANDALOUS,ANDTHEIRAIMISTOGETTOATHINKINGBUYERWHOPAYSATTENT

17、IONTOHISORIGINALIMAGEAVERYIMPORTANTPARTISALSOPLAYEDHEREBYTHEENGLISHSOUNDINGNAMEWHICHISCONNECTEDWITHGOODQUALITYANDLUXURYINPROMOTION8ACTIVITYTHEINTERNETWASUSEDASAMEANSOFREACHINGPOTENTIALCLIENTSITSMARKETINGSTRATEGYEMPLOYSPRODUCTPLACEMENT,REGULARCUSTOMERCARDS,PROMOTIONPRICES,ANDALOYALTYPROGRAMMERTHECOMP

18、ANYTAKESACTIVEPARTINSPONSORINGFILMPREMIERSANIMPORTANTELEMENTOFSTRATEGYISSHOPIMAGE,EGASHOPINWARSAWWITHTHESLOGANCLOTHINGISACHALLENGEASITSCATCHWORDTHROUGHITSIMAGE,THECOMPANYCONVEYSTHEMESSAGETHATITISAMODERNENTERPRISE,ANDITPREFERSBOLDSOLUTIONSTHECOMPANYISSUCCESSFULLYCOMPETINGWITHTHEWORLDLEADERSINCLOTHING

19、SUCHASWRANGLER,LEVIS,ANDLEEAGOODANDPOPULARBRANDISALWAYSCONNECTEDWITHHIGHQUALITY,ANDINORDERTOCOMPETEINTHEEU,FIRSTOFALLONEMUSTKNOWTHESPECIFICSOFTHECONSUMERSONTHATMARKETUSUALLY,THEYCHOOSEAPRODUCTCONSIDERINGTHEPRICE/QUALITYRATIOTHISMEANSTHAT,CONTRARYTOPOLISHBUYERS,FORWHOMALOWPRICEISSTILLMOSTIMPORTANTWHI

20、LEBUYING,THEYPREFERTOANDAREREADYTOPAYMOREIFTHEYARESURETHATTHEQUALITYOFAPRODUCTISHIGH,ANDHIGHQUALITYISALWAYSASSOCIATEDWITHAFAMOUSBRANDAPARTFROMTHEQUALITY,THESERVICEISALSOVERYIMPORTANT,ANDTHISISSTILLINCOMPARABLYHIGHERINWESTERNEUROPEPOLISHPRODUCERSSHOULDCONSIDERWHETHERTHEYAREABLEADJUSTTOCONSTANTCHANGES

21、ASQUICKLYASISCUSTOMARYINWESTERNEUROPETHEYSHOULDBESUREWHETHERORNOTTHEYCANQUICKLYREACTTOCHANGESINFASHIONANDNEWTRENDS,ANDCONSIDERTHATTHELIFECYCLESOFTHEPRODUCTSAREGETTINGSHORTER,ASISPARTICULARLYSEENINTHECLOTHINGINDUSTRYONEOFTHEMOSTEFFECTIVEWAYSOFCHECKINGWHETHERTHEBRANDSTRATEGYHASBEENUSEDCORRECTLYISTHECO

22、NSUMERSSENSITIVITYTOCHANGESINPRICESIFTHEPRODUCTONOFFERISGETTINGMOREANDMOREEXPENSIVE,ANDTHEDEMANDFORITKEEPSDROPPING,THATMEANSTHATTHEATTEMPTTOBUILDAREALLYSTRONGBRANDHASFAILEDBRANDSAREINTENDEDTODRAWTHECLIENTSATTENTIONFROMPRICES,ANDAWELLCREATEDBRANDSHOULDBEAIMEDATLOWERINGTHECLIENTSSENSITIVITYTOPRICESSO,

23、POLISHPRODUCERSOPERATINGINTHECLOTHINGINDUSTRYAREFACEDWITHARANGEOFCHALLENGES,ANDONLYCHANGESWHICHINTHEFORESEEABLEFUTUREWILLBENECESSARYWILLALLOWTHEMTOCOMPETEWITHOTHERENTERPRISESONTHEUNITEDEUROPEANMARKETTHESEARETHEFOLLOWINGIMPROVINGTHEWORKOUTPUTRAISINGCAPITALFORINVESTMENTSREORGANIZINGTHEPRODUCTIONCYCLES

24、CHANGINGFROMSUBCONTRACTINGONLYTOAFULL9PRODUCTIONCYCLENOTMANYCOMPANIESIMPLEMENTAFULLPRODUCTIONCYCLEFROMTHEDESIGNTOTHEFINALPRODUCTLOWERINGTHEPRODUCTIONOFHALFFINISHEDTEXTILEPRODUCTSCREATINGMANUFACTURINGOFTEXTILESANDCLOTHESOFHIGHQUALITYUNDERTHEIROWNBRANDNAME,WITHTHEIROWNORIGINALDESIGNINVESTINGINTHEIROWN

25、DELIVERYSYSTEMANDTHEIROWNTRANSPORTINFRASTRUCTURE,INORDERTOENLARGETHEIRABILITYTOQUICKLYDELIVERTHEPRODUCTSTOTHERECEIVERSIMPROVINGTHEDISTRIBUTIONSYSTEMITISNECESSARYTOCOOPERATEWITHBIGTRADINGNETWORKSINVESTINGINRESEARCHTHATWOULDBEHELPFULTOINNOVATEINPRODUCTIONTHEFREEMARKETISNOTFOREVERYONEONEQUALTERMSITFAVO

26、RSTHOSEWHOHAVEAVISION,ANIDEAANDARECONSISTENTINTHEIRACTIONSACHANCEFORSUCCESSISSURELYTAKINGCAREOFAGOODBRANDANDAMODERNMANAGINGSYSTEM3SUMMARYENTERPRISESCANUSEVARIOUSMARKETINGINSTRUMENTSINTHEIRACTIONSOBVIOUSLY,MANAGINGABRANDNEEDSMUCHTALENTANDSKILL,BUTMOSTOFALLSOMEEXPERIENCEINORDERTOFULLYEXPLOITTHEOPPORTU

27、NITIESGIVENBYTHEBRANDSTRATEGY,ITNEEDSCONSTANTWORKONTHEBRAND,INVESTMENTINITSDEVELOPMENTANDEXPANSIONOFITSCAPITALOFCOURSE,THISISTIMECONSUMINGANDDEMANDSMANYFINANCIALINVESTMENTS,BUTWHATTHECOMPANYGETSBACKINRETURNISTHELOYALTYOFTHECLIENTS,ANDALLTHEEFFORTSANDINVESTMENTSPAYOFFTHEREFOREITISWORTHFINDINGOUTPRECISELYALLTHEPOSSIBLEASPECTSOFBRANDMANAGING,IFWEWISHTOACHIEVEAPOSITIONOFTHELEADERINAGIVENSECTOR