品牌管理【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品牌管理资料来源品牌营销战略管理作者凯勒凯文所谓品牌战略是指企业通过创立市场良好品牌形象,提升产品知名度,并以知名度来开拓市场,吸引顾客,扩大市场占有率,取得丰厚利润回报,培养忠诚品牌消费者的一种战略选择。品牌战略是现代企业市场营销的核心。从品牌战略的功能来看,一个品牌不仅仅是一个产品的标志,更多的是产品的质量、性能、满足消费者效用的可靠程度的综合体现。它凝结着企业的科学管理、市场信誉、追求完美的精神文化内涵,决定和影响着产品市场结构与服务定位。因此,发挥品牌的市场影响力,带给消费者信心,给予消费者以物质和精神的享受正是品牌战略的基本功能所在。实践证明,良

2、好品牌往往能给人以特别印象,在同等质量下可以索取较高价格。有些公司拥有良好的品牌甚至还可以在不同国家逆周期、反季节制造产品,从而使成本与收益流量畅通。经济全球化背景下,国际竞争越来越表现为品牌的竞争,现代跨国公司绝大多数都是世界知名品牌公司,尤其注重品牌战略的运用,通过品牌这种全方位的输出形态,跨国公司逐步占领了国际市场,可以毫不夸张地说,而今,品牌已是跨国公司市场选择的唯一要素。第一，监督和保证产品价值品牌是一个集合概念,它包括产品质量、形象、技术、功能、效用等诸多内容。创造一个广受消费者欢迎的品牌产品,需要日积月累的努力和长期的品质、价值保证。第二，实现规模经济效益品牌成长带动了企业产品价

3、格上扬,需求增加,有利于企业扩大再生产,增加规模经济收益。第三，保证企业不断壮大和持续发展许多跨国公司认为,成功品牌的价值不仅在于它们能够保证将来的收入,增加顾客对公司产品的需求,更在于企业出现危机时能给他们予以支持,确保企业长期发展。我国企业品牌发展概况市场开放以来,外商、外资大量涌入,在给我国企业和市场注入了新鲜血液和活力的同时,也为我国企业带来了前所未有的竞争压力。受传统观念和落后经营方式的影响,我国企业在品牌竞争意识方面普遍不强,因此吃了不少苦头。一些企业为此丢了市场,一些企业因为品牌保护力度不够被挤出了市场,还有些企业良好知名品牌被国外企业恶性抢注,从此一蹶不振,在品牌竞争中处处处于

4、被动地位。反观国外企业,它们大多以品牌为先锋,以雄厚资本2和先进技术为后盾,不惜一切代价抢占东道国市场,将产品和服务充斥在东道国市场每一角落。一般而言,国际知名品牌主要集中在报酬率高,市场容量大的汽车、家用电器、日用化工、饮料、药品、电信等行业。在我国,只要一提到索尼、松下、飞利浦、摩托罗拉、诺基亚、西门子、奔驰、通用、可口可乐、百威、宝洁等国际知名品牌,相信每一位国人都不会陌生,这或许是一种生活品质的改变,但更多的恐怕是对本国品牌的无奈。德克士简介德克士，连锁快餐店，德克士炸鸡起源于美国南部的德克萨斯州，1994年出现在中国成都。1996年，顶新集团将德克士收购，并投入5000万美元，健全经

5、营体系，完善管理系统，并重新建立了CIS系统，使其成为顶新集团继“康师傅”之后的兄弟品牌。虽然都是炸鸡，但是由于德克士炸鸡采用开口锅炸制，因此鸡块具有金黄酥脆、鲜美多汁的特点，并以此与肯德基炸鸡形成鲜明差别。德克士最有名的就是脆皮炸鸡，在中国快餐界其中最有名的三巨头除了麦当劳、肯德基、还有就是德克士。产品层面在同类产品中，虽然价格相对低廉，但是并没有拥有最佳性价比所拥有的系列产品，包括最新推出的产品，抛弃原有的品牌宗旨，使其变得更加混乱。价格偏高，但其性价比较高产品更新很快，但一直坚持“中国肯德基是中国人的肯德基”的主张。形象层面该品牌的宗旨以及现在改变后的态度，原因是市场竞争激烈，市场更新快

6、。就现状来看，德克士品牌现在没有大的创意在支撑着品牌。肯德基一直追随着市场的变化，重视市场动向，品牌宗旨也是从市场出发。肯德基这个全球性品牌一直以“入乡随俗”为品牌创新的创意之源。消费者层面对该品牌来说，品牌的使用者对其影响力更大。对于此品牌，它在二三线城市中的市场份额相对好于在大城市。影响品牌的是该品牌的使用者。在市场中，它的市场份额与其投入成正比。销售渠道层面德克士选择大型超市作为其销售渠道，销售渠道较为单一，对现阶段的德克士来说，此销售渠道为其带来最佳的影响。在重要的销售渠道，德克士通过发优惠券以及互动活动来展示该品牌，并且铺货到位。销售渠道较为完善，有不同渠道组合，对其占领市场份额做最

7、佳的铺垫。在其主要销售渠道，肯德基通过定时的一系列活动来宣传，并且在店门口有自己的放音器来播报广告以及最新动态。一般情况下铺货没有问题，但是曾经出现过断货情况。视觉层面与德克士品牌有关的各个方面，其采用视觉第一识别颜色橙色。其店内使用同样的设计，对品牌的阐述清晰明了。德克士餐厅内包括使用的餐具、店内的桌椅、服务人员的着装在内，统统使用一致的设计。3并且全国的餐厅统一设计，在视觉上一致性高。与德克士此品牌有关的颜色、LOGO、符号阐述得清晰。但是仍有被山寨的现象，并且被山寨后的部分信息有一定的混淆视听的效果。品牌在各个方面，包括外卖送货人员的服装、店内服务人员的服装等各个细节上，有高度的一致性。

8、商誉层面德克士在媒体上并没有任何的优势或是被照顾。经了解，该品牌的雇员虽然团结，但对品牌没有一定的忠诚度，单纯作为获得个人需要的工作岗位。在较大的主流媒体上，肯德基通常占据一定的优势地位。拥有的广告版面与其他品牌来说较大。尤其是电视媒体。经了解，该品牌的雇员受品牌文化影响团结、友爱，不仅在工作岗位上关系友好，在私下里相互仍是相互关心，互动较多。对该品牌有一定的忠诚度。坚守原有品牌宗旨，据此推出新的系列产品。从而吸引更多消费者的关注。浙江万里学院商学院外文文献原文4外文文献原文TITLEBRANDMANAGEMENTMATERIALSOURCESTRATEGICBRANDMANAGEMENTMA

9、UTHORKELLER,KEVINLANETHESOCALLEDBRANDSTRATEGYREFERSTOTHEMARKETTHROUGHTHECREATIONOFGOODBRANDIMAGE,IMPROVINGPRODUCTVISIBILITY,ANDVISIBILITYTOOPENUPTHEMARKETTOATTRACTCUSTOMERS,EXPANDMARKETSHAREANDACHIEVEDSUBSTANTIALPROFIT,CULTIVATEBRANDLOYALTYCONSUMERSASTRATEGICCHOICEBRANDSTRATEGYISTHEMODERNENTERPRISEM

10、ARKETINGATTHECOREFROMTHEFUNCTIONALBRANDSTRATEGY,ABRANDISNOTJUSTAPRODUCTOFTHESIGNS,MOREPRODUCTSOFTHEQUALITY,PERFORMANCE,MEETCONSUMEREFFECTIVENESSOFTHERELIABILITYOFTHECOMPREHENSIVEEMBODIMENTITDEMONSTRATESTHESCIENTIFICMANAGEMENTOFTHECONFIDENCE,PROVIDECONSUMERSWITHMATERIALANDSPIRITUALENJOYMENTOFTHEBRAND

11、STRATEGYISTHEBASICFUNCTIONOFTHEHOSTPRACTICEHASPROVEDTHATGOODBRANDOFTENGIVEPEOPLEASPECIALIMPRESSIONTHATTHESAMEQUALITYCANBEOBTAINEDFROMTHEHIGHERPRICESSOMECOMPANIESHAVEAGOODBRANDEVENINDIFFERENTCOUNTRIESCANREVERSECYCLESEASONMANUFACTUREDPRODUCTS,SOTHATTHECOSTANDREVENUEFLOWSINTHEAREAAGAINSTTHEBACKGROUNDOF

12、ECONOMICGLOBALIZATIONANDINTERNATIONALCOMPETITIONISINCREASINGLYREFLECTEDINTHECOMPETITIONFORTHEBRAND,THEVASTMAJORITYOFMODERNMULTINATIONALCOMPANIESAREWORLDRENOWNEDBRANDCOMPANIES,WITHPARTICULAREMPHASISONTHEUSEOFBRANDSTRATEGYTHISBRANDTHROUGHALLTHEOUTPUTPATTERNS,MULTINATIONALCOMPANIESGRADUALLYOCCUPIEDTHEI

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14、RSALSIGNIFICANCELIESFIRSTLY,TOPROMOTESALESOFBRANDPRODUCTSISTHECOREPRODUCTANDBRANDMARKETINGEFFECTOFOTHERMEANSTHANTHE,INDEVELOPEDMARKETS,BRANDRECOGNITIONHASBEENREPLACEDPRODUCTIDENTIFICATION,THEMARKETHASBECOMETHEONLYFACTORSECOND,SUPERVISIONANDGUARANTEEOFVALUEBRANDISACOMBINATIONOFCONCEPT,WHICHINCLUDESPR

15、ODUCTQUALITY,IMAGE,TECHNOLOGY,FUNCTION,EFFECTIVENESSOFMANYOTHERCONTENTCREATEAWIDELYWELCOMEDBYCONSUMERSBRANDPRODUCTS,TAKESA浙江万里学院商学院外文文献原文5LONGTERMEFFORTANDTHEQUALITYASSURANCEVALUETHIRD,THEECONOMIESOFSCALEDRIVENBYGROWTHBRANDPRODUCTSRISINGPRICESANDANINCREASEINDEMAND,HELPENTERPRISESTOEXPANDPRODUCTIONAN

16、DINCREASEECONOMIESOFSCALEBENEFITSFOURTH,ENSURETHATENTERPRISESCONTINUETOGROWANDSUSTAINEDDEVELOPMENTOFMANYMULTINATIONALCOMPANIESTHATSUCCESSOFTHEVALUEOFTHEBRANDISNOTONLYBECAUSETHEYAREABLETOGUARANTEEFUTUREINCOME,INCREASEDCUSTOMERDEMANDFORTHECOMPANYSPRODUCTS,BUTALSOBECAUSEENTERPRISESCRISISCANGIVETHEMSUPP

17、ORT,TOENSURETHELONGTERMDEVELOPMENTDICOS,FASTFOODCHAINS,DICOSFRIEDCHICKENORIGINATEDINTHESOUTHERNUNITEDSTATES,TEXAS,IN1994INCHENGDU,CHINAIN1996,THETOPNEWGROUPWILLDICOSACQUIREDANDPUTINTO50MILLIONUSDOLLARS,ASOUNDMANAGEMENTSYSTEM,IMPROVETHEMANAGEMENTSYSTEMANDTHEREESTABLISHMENTOFTHECISSYSTEM,MAKINGITTHETO

18、PNEWGROUPFOLLOWINGTHE“MASTERKONG“AFTERTHEBROTHERBRANDALTHOUGHTHEREAREFRIEDCHICKEN,FRIEDCHICKEN,BUTBECAUSEDICOSFRYINGPANWITHOPENINGS,SOCHICKENISGOLDENANDCRISP,JUICYFEATURES,ANDTHUSASHARPDIFFERENCEWITHTHEKENTUCKYFRIEDCHICKENDICOSMOSTFAMOUSFRIEDCHICKENISCRACKLING,FASTFOODINDUSTRYINCHINA,ONEOFTHEMOSTFAM

19、OUSBIGTHREEINADDITIONTOMCDONALDS,KFC,THEREISTHEDICOSPRODUCTEQUITYALTHOUGHRELATIVELYINEXPENSIVE,BUTDONOTHAVETHEOPTIMUMPRICEVALUEEQUATIONINSIMILARPRODUCTSOWNEDBYTHEFAMILYOFPRODUCTS,INCLUDINGTHELATESTPRODUCT,DISCARDTHEORIGINALPURPOSEOFTHEBRAND,TOMAKEITMORECONFUSINGPRICESHIGH,BUTITHAVETHETHEOPTIMUMPRICE

20、VALUEEQUATIONPRODUCTUPDATESSOON,BUTINSISTED“CHINAISACHINESEKFC“PROPOSITIONSTIMULIFORIMAGEEQUITYTHEPURPOSEOFTHEBRAND,ANDNOWAFTERTHECHANGEOFATTITUDE,BECAUSETHECOMPETITIVEMARKETANDMARKETUPDATESOONONTHECURRENTSITUATION,DICOSBRANDSDONOTHAVEBIGIDEASINSUPPORTOFTHEBRANDKFCHAVEFOLLOWEDCHANGESINTHEMARKET,PAYA

21、TTENTIONTOMARKETTRENDS,THEBRANDISALSOTHEPURPOSEOFSTARTINGFROMTHEMARKETTHISGLOBALBRANDKFCHASBEEN“WHENINROME“ASTHESOURCEOFBRANDINNOVATIONANDCREATIVITYSTIMULIFORCUSTOMEREQUITYTOTHISBRAND,THEBRANDUSERISBIGGERTOITSINFLUENCEFORTHISBRAND,ITSMARKETSHAREINTHESECONDANDTHIRDTIERCITIESISRELATIVELYBETTERTHANINBI

22、GCITIESWHATINFLUENCEBRANDISTHISBRANDUSERINTHEMARKET,ITSMARKETSHAREISPROPORTIONALTOITSINPUTSTIMULIFORCHANNELEQUITYDICOSSELECTSUPERMARKETSASSALESCHANNELS,SALESCHANNELS,MORESINGLE,ONTHESTAGEOFDICOSFORTHESALESCHANNELSTOBRINGTHEBEST浙江万里学院商学院外文文献原文6OFITSIMPACTTHEDEKKERGENTLEMANTHROUGHSENDSTHECOUPONASWELLA

23、SINTERACTIONDEMONSTRATESTHISBRANDANDSHOPGOODSARRIVINGINTHEIMPORTANTMARKETINGCHANNELSALESCHANNELSMOREPERFECTCOMBINATIONOFDIFFERENTCHANNELS,MAKETHEBESTOFITSOCCUPATIONOFTHEBEDDINGMARKETINITSMAINSALESCHANNEL,KENTUCKYTHROUGHASERIESOFACTIVITIESTOPROMOTEREGULAR,ANDINFRONTOFTHESTOREHASITSOWNPLAYBACKDEVICEST

24、OBROADCASTADVERTISINGANDTHELATESTNEWSDISTRIBUTIONISSUESUNDERNORMALCIRCUMSTANCESTHEREISNOPROBLEM,BUTHAVEBEENOUTOFSTOCKSITUATIONOCCURSSTIMULIFORVISUALEQUITYANDDICOSBRANDRELATEDASPECTS,THEFIRSTRECOGNITIONBYTHEVISUALCOLORORANGE,HISSHOP,USINGTHESAMEDESIGN,BRANDCLARITYOFEXPOSITIONDICOSRESTAURANT,INCLUDING

25、THEUSEOFCUTLERY,FURNITURESTORE,SERVICEPERSONNEL,INCLUDINGDRESS,ALLUSINGTHESAMEDESIGNANDTHEUNITYOFTHECOUNTRYSRESTAURANTDESIGN,HIGHVISUALCONSISTENCYDICOSTHISBRANDRELATEDCOLORS,LOGO,SYMBOLSEXPLAINEDMORECLEARLYBUTTHEREISTHEPHENOMENONOFTHECOTTAGEANDISPARTOFTHEINFORMATIONAFTERTHECOTTAGEHASSOMECONFUSINGRES

26、ULTSBRANDINALLASPECTS,INCLUDINGTAKEAWAYDELIVERYPERSONNELCLOTHING,STORECLOTHINGANDOTHERSTAFFINALLTHEDETAILS,THEREISAHIGHDEGREEOFCONSISTENCYSTIMULIFORGOODWILLEQUITYDICOSINTHEMEDIA,THEREISNOADVANTAGEORBETAKENCAREOFTHEUNDERSTANDINGOFUNITDESPITETHEBRANDSEMPLOYEES,BUTNOTNECESSARILYBRANDLOYALTY,JUSTASINDIV

27、IDUALSNEEDACCESSTOJOBSINTHELARGERMAINSTREAMMEDIA,KFCUSUALLYOCCUPYACERTAINADVANTAGEHAVEADVERTISINGSPACEWITHOTHERBRANDSISGREATERESPECIALLYTHETELEVISIONMEDIAAFTERUNDERSTANDING,THISBRANDEMPLOYEEBRANDCULTUREINFLUENCEUNITY,FRIENDLYAFFECTION,NOTONLYRELATESINAFRIENDLYWAYONTHEOPERATINGPOST,INWASSTILLMUTUALLY

28、INSECRETCAREDMUTUALLY,THEINTERACTIONAREMANYHASCERTAINLOYALTYTOTHISBRANDPERSEVERESTHEORIGINALBRANDOBJECTIVE,ACCORDINGTOTHEABOVEPROMOTESTHENEWSERIALPRODUCTSTHUSATTRACTSTHEMORECONSUMERSATTENTIONENTERPRISEBRANDDEVELOPMENTOVERVIEWOPENINGOFTHEMARKET,FOREIGNCOMPANIESANDFOREIGNCAPITALINFLUXCHINESEENTERPRISE

29、STOTHEMARKETANDINJECTEDFRESHBLOODANDVITALITYINTHEMEANTIME,CHINESEENTERPRISESALSOBROUGHTUNPRECEDENTEDPRESSUREOFCOMPETITIONTRADITIONALCONCEPTSANDBACKWARDWAYBUSINESS,CHINASENTERPRISESINTHECOMPETITIVEBRANDAWARENESSINGENERALISNOTSTRONG,SOEATALOTOFBITTERNESSSOMEENTERPRISESTHATLOSTMARKET,ASSOME浙江万里学院商学院外文文

30、献原文7ENTERPRISESHAVENOTDONEENOUGHTOPROTECTBRANDBEINGSQUEEZEDOUTOFTHEMARKETSOMEENTERPRISESALSOWELLKNOWNBRANDISAVICIOUSFOREIGNENTERPRISESFACTTHATHENCEFORTHTHEDOLDRUMSBRANDCOMPETITIONEVERYWHEREINAPASSIVEPOSITIONINCONTRAST,FOREIGNFIRMS,MOSTOFTHEMINTHEVANGUARDOFTHEBRANDTOAHUGEAMOUNTOFCAPITALANDADVANCEDTEC

31、HNOLOGYASABACKUP,ANDATALLCOSTSTOOCCUPYTHEHOSTMARKET,PRODUCTSANDSERVICESINTHEHOSTCOUNTRYFULLMARKETEVERYCORNERGENERALLY,THEINTERNATIONALLYRENOWNEDBRANDSCONCENTRATEDMAINLYINTHEHIGHRATEOFRETURN,THEMARKETCAPACITYOFVEHICLES,HOUSEHOLDAPPLIANCES,HOUSEHOLDCHEMICALS,BEVERAGES,PHARMACEUTICALS,ANDTELECOMMUNICAT

32、IONSINDUSTRIESINCHINA,ASLONGASAREFERENCETOSONY,PANASONIC,PHILIPS,MOTOROLA,NOKIA,SIEMENS,MERCEDES,GENERALMOTORS,COCACOLA,BAYVIEW,PGANDOTHERINTERNATIONALLYRENOWNEDBRANDS,IBELIEVETHATEVERYONEPEOPLEARENOTUNFAMILIAR,ANDPERHAPSTHISISAQUALITYOFLIFECHANGE,BUTIAMAFRAIDITISMOREOFITSOWNBRANDOFHELPLESSNESSCRUEL

33、REALITYOFMARKETCOMPETITION,EDUCATION,THEVALUEOFCHINASENTERPRISESOPERATORS,BUTALSOAWAKENSTHEENTERPRISESBRANDAWARENESSINRECENTYEARS,CHINASENTERPRISESINCULTIVATINGBRANDCOMPETITIVENESS,ACERTAININPUTOFMANPOWER,MATERIALANDFINANCIALCONCERNS,ALSOMADESOMEREMARKABLEACHIEVEMENTS,SUCHASTHEFORMATIONOFANUMBEROFCH

34、ANGHONG,HISENSE,TCL,HAIER,GLANZLENOVOQUITEINFLUENTIALINTHEWORLDRENOWNEDBRANDSEVENINASOCIALLEVEL,EVENANORDINARYPRIVATEENTERPRISEOWNERSANDINDIVIDUALTRADERS,BUTALSOHOWTOCONDUCTTHEREGISTRATIONOFTRADEMARKS,FORBRANDPUBLICITYMOSTDESTINATIONBRANDINGSTUDIESCONCENTRATEONHOWBRANDIMAGESANDMESSAGESAREFORMULATEDA

35、NDPRESENTEDTHEIRAPPROACHESSTEMMAINLYFROMGENERALMARKETING,ANDDEALNARROWLYWITHTHEPOETICSOFBRANDINGTHEYLEAVEMANYSOCIALANDCULTURALISSUESEMBEDDEDINTHEBRANDINGCAMPAIGNUNEXAMINEDTOOVERCOMETHISSHORTCOMING,THISPAPERDELVESINTOTHESOCIALCOMPLEXITYANDMULTIPLICITYBEHINDABRANDINGCAMPAIGN,THATIS,THEPOLITICSOFDESTIN

36、ATIONBRANDINGUSINGADIALOGICPERSPECTIVE,THISPAPERIDENTIFIESVARIOUSFUNCTIONSSERVEDBYADESTINATIONBRAND,THEDIVERGENTAGENDASOFDIFFERENTTOURISMSTAKEHOLDERS,ANDHOWDIFFERENTINTERESTGROUPSPERSUADE,COERCEANDNEGOTIATEWITHEACHOTHERSOASTOMAKETHEBRANDANDTHEBRANDINGCAMPAIGNSERVETHEIROWNINDIVIDUALNEEDSTHECASEOFDENM

37、ARKWASSTUDIEDANDCONTEXTUALDIFFERENCESBETWEENDESTINATIONANDCORPORATEBRANDINGAREEVENTUALLYIDENTIFIED,STRESSINGTHENEEDFORCRITICALREFLECTIONWHENAPPLYINGCONVENTIONALMARKETINGIDEASINTODESTINATIONSAMONGOTHERS,THETYPESOFRESOURCESAVAILABLETOWINOVERSTAKEHOLDERSTOWARDSTHEBRAND,LOCALATTITUDES浙江万里学院商学院外文文献原文8TOWARDSTOURISMANDPOLITICALSUPPORTFORTHEBRANDAREFACTORSTHATMAYDETERMINETHESUCCESSOFTHEDESTINATIONBRANDINGCAMPAIGNTHISPAPERTHUSOFFERSAMOREHOLISTICANDDYNAMICAPPROACHTODESTINATIONBRANDINGRESEARCH