建立企业品牌的核心竞争力以应对加入WTO的竞争-外文翻译.doc

1、1外文翻译原文TITLETHEFACEOFWTO,TOBUILDTHECORECOMPETITIVENESSOFENTERPRISEBRANDMATERIALSOURCEHTTP/ENGHI138COM/I27887AUTHORSCOTTGLATSTEINUSECONOMICRECESSIONANDTHEGLOBALHIGHTECHMARKETGROWTHHASSTAGNATEDANDTOSEEKCROSSREGIONALDEVELOPMENTOFTHEENTERPRISESHASCASTAHEAVYSHADOWCHINESECOMPANIESCURRENTLYHAVEACOMPETITIVE

2、EDGECANONLYKEEP3TO5YEARSJOINTHEWTO,CHINESEBRANDWILLSIGNIFICANTLYSHORTENTHELIFECYCLETHEFACEOFINTERNATIONALANDDOMESTICENVIRONMENT,THEGREATCHANGESINCORPORATEBRANDSCORECOMPETITIVENESSMUSTBEREEVALUATEDANDCREATIONFIRST,CORECOMPETITIVENESSOFENTERPRISESBRANDCOMPETITIVENESSAPREREQUISITEFORTHECOMPETITIVENESSO

3、FTHEBRANDHASTOBEIGNOREDCHANGINGINANINCREASINGLYVOLATILEMARKETCONDITIONS,THEBRANDHASBECOMETOWINCUSTOMERLOYALTYANDBUSINESSTOSEEKTHEKEYTOLONGTERMSURVIVALANDGROWTHINTHISCASE,COMPANIESSHOULDREEXAMINEITSBRANDMANAGEMENTSTRATEGYESPECIALLYFORDOMESTICENTERPRISES,ECONOMICGLOBALIZATIONANDNEWTECHNOLOGIES,INNOVAT

4、IONHASBEENALMOSTEQUALTOTHEPRESSUREONLOCALBUSINESSESACOMPETITIVELEVELMUSTBERAISEDTOINTERNATIONALSTANDARDS,INSTEADOF“WOLIDOU“INTHEGLOBALCONTEXTOFTHEMODERNENTERPRISESCORECOMPETITIVENESS,HASBECOMEINCREASINGLYMORECOMPETITIVEBRANDSANDPRODUCTSLINKTOGETHER,THERELATIONSHIPBETWEENTHECONSTRAINTSOFEACHOTHERANDI

5、NTERDEPENDENT,WHICHISCHINASACCESSIONTOTHEWTOENTERPRISESMUSTKEEPACLEARPOINT2CORECOMPETITIVENESSOFENTERPRISESREFERTOENTERPRISESSURVIVALANDDEVELOPMENTOFKEYELEMENTS,SUCHASCERTAINTECHNICAL,SKILLSANDMANAGEMENTMECHANISMSACONTINUOUSSUCCESSFULENTERPRISEMUSTHAVEITSCORECOMPETENCIES,SUCHCAPACITYNEEDSTODEVELOP,T

6、RAIN,ANDCONSTANTLYCONSOLIDATEANDUPDATE,BECAUSEEVENIFTHEESTABLISHMENTOFCORECOMPETENCIES,BUTALSOTHEREARESTILLPOSSIBLECOLLAPSEHOWTOMAINTAINTHECOMPETITIVENESSOFENTERPRISESINBUSINESSMANAGEMENTHASBECOMEANIMPORTANTISSUEBRANDCOMPETITIVENESSISTHECOMPETITIVENESSOFENTERPRISESINTHEMARKETPERFORMANCEOFCOMMERCIALI

7、ZATION,ITCANBESAIDTHATTHECOMPETITIVENESSOFENTERPRISESMATERIALIZEDPERFORMANCEJANUARY12,2002,ATTHEFOURTHBEIJINGUNIVERSITYGUANGHUANEWYEARSFORUM,VICEPRESIDENTOFPEKINGUNIVERSITYGUANGHUASCHOOLOFMANAGEMENTPROFESSORZHANGWEIYINGTANROAD,THECOMPETITIVENESSOFCHINESEENTERPRISESINTHEPASTMAINLYREFLECTEDINFOURASPEC

8、TSFIRST,TOHARDWORKING2ISALOWCOSTRESOURCESTHREEPRODUCTADVANTAGESARELIMITED4ISANETWORKOFRELATIONSHIPSADVANTAGECHINESECOMPANIESCURRENTLYHAVEACOMPETITIVEEDGECANONLYKEEP3TO5YEARSJOINTHEWTO,CORPORATEBRANDWILLGREATLYSHORTENTHELIFECYCLE,WHICHCANNOTBESAIDRIGHTNOWINTERMSOFSURVIVALOFLOCALENTERPRISESISAGREATTHR

9、EATVIEWOFTHIS,COMPAREDTOLOCALCOMPANIESWITHMULTINATIONALCOMPANIESISTHEMOSTLACKINGINTHECOMPETITIVENESSOFTHEBRAND,THEBRANDCANNOTBEINTHEMARKETISENACTED,FEET,DETERMINETHEENTERPRISESINTHECONTEXTOFGLOBALIZATIONPROFITABILITYTOESTABLISHTHEBRANDSCORECOMPETITIVEEDGE,WEMUSTFIRSTSETUPANENTERPRISESCOMPETITIVENESS

10、TOBECOMETHECORECOMPETITIVENESSOFTHETHINGSTHATMUSTBEUNIQUE,ACCORDINGTOZHANGWEIYINGSVIEWTHAT“CANNOTBEBOUGHT,“STEALNOTGO,“DONOTSPLITOPEN,“WITHORWITHOUTWALKING,“CANNOTAFFORDTOSLIP,“INOTHERWORDS,ENTERPRISESHAVECORERESOURCESTOHAVESUCHCHARACTERISTICSTHEREISNOMARKETYOUCANBUYTOHAVELEGALPROTECTIONTHERESOURCEI

11、TSELFANDTHEABILITYTOCOMPLEMENTEACHOTHERHASORGANIZEDANDDOESNOTBELONGTOINDIVIDUALSASUSTAINABLECOMPETITIVEEDGEBRANDASAUNIQUEINTANGIBLEASSETS,HASASPECIALVALUEADDEDTHATITBELONGSTOACERTAINDEGREEOFORGANIZATIONANDCORRESPONDINGPATENTANDLEGALPROTECTION,SOINTHISSENSE,THEBRANDALSOREPRESENTSTHECOMPETITIVENESSOFT

12、HEENTERPRISESCORECOMPETITIVENESSSECOND,TOMEETCUSTOMERNEEDSTHEBRANDSCORECOMPETITIVEEDGE3FUTURECOMPETITIVEADVANTAGECOMESFROMTHECUSTOMERCENTRICORGANIZATION,RATHERTHANMARKETINGINFACT,CUSTOMERRELATIONSHIPMANAGEMENTCRMINTHEIREFFORTSTOMAINTAINTHEESSENCEOFTHERELATIONSHIPBETWEENCONSUMERSANDPRODUCTS,WITHTHEUL

13、TIMATEGOALBUTALSOTOBUSINESSCONTINUITYANDLASTINGBRANDBRANDASARELATIONSHIPISBASEDONMUTUALTRUSTBETWEENBUSINESSESANDCONSUMERSUNDERCONDITIONSTHATBUILTUP,SOTHEBRANDMANAGEMENTSTRATEGYSHOULDBEEMOTIONAL,NOTRATIONALWITHCLIENTSTOCULTIVATEANDCREATEASENSUAL,RICHCOLORSOFTHEBRANDPERSONALITYRELATIONSHIPTOGOTHROUGHS

14、UCHAPROCESSFIRSTWEMUSTHAVEVISIBILITYTOALLOWCUSTOMERSTOOBTAINENOUGHINFORMATIONTOFULLYUNDERSTANDTHEBRANDSECONDLY,TOGETCUSTOMERSTORESPECTTHEBRAND,ANDCUSTOMERBUILDBRIDGESOFFRIENDSHIPANDTHUSWONTHETRUSTOFOURCUSTOMERSFINALLY,THETRUSTGENERATEDBYTHEPAIRSOFBRANDLOYALTY,CUSTOMERANDBRANDINTOAPERFECTHARMONYBETWE

15、ENTHEPARTNERSHIPSBRANDEQUIVALENTTOCLIENTS,HASMEANTTHATTHECLIENTSHAVEABRAND,TOMEETCUSTOMERDEMANDANDMAINTAINCUSTOMERRELATIONSHIPSISAMEASUREOFTHEABILITYTOBRANDANIMPORTANTINDICATOROFCOMPETITIVENESSINACCORDANCEWITHANINTERNATIONALLYRENOWNEDCONSULTINGFIRMPRICEWATERHOUSECOOPERS,ANINDICATORWHETHERTHEENTERPRI

16、SEHASACUSTOMERRELATIONSHIPMANAGEMENTCRMCAPABILITIES,CANBEMEASUREDFROMSIXASPECTS1THEENTERPRISEISNOTTHECUSTOMERSINFORMATIONASASTRATEGICRESOURCETOMANAGEMENT2WHETHERANENTERPRISEVALUEOFONGOINGASSESSMENTOFCUSTOMERS3ENTERPRISEHOWTODEFINEANDMEETCUSTOMEREXPECTATIONS4WHETHERTHEENTERPRISESDEVELOPMENTSTRATEGYWI

17、THTHECUSTOMERSVALUERELATIVETOMATCHEACHOTHER5WHETHERANENTERPRISEHADANINTERDEPARTMENTALINTEGRATION6WHETHERANENTERPRISEPROACTIVELYMANAGETHECUSTOMEREXPERIENCEANDFEELINGSOBVIOUSLY,THISABILITYISREFLECTEDINTHECORPORATEBRANDWITHTHEULTIMATECOMPETITIVEEDGETOMEETCUSTOMERNEEDSONTHEEXTENTOFTHESAMEWHYISTHEBRANDSC

18、ORECOMPETITIVENESSWILLBESHIFTEDTOMEETTHECUSTOMERNEEDSTHEDEGREEOFWORKTODAY,EVERYCOMPETITORISEQUIPPEDWITHANIMITATIONOFTHEIRCOMPETITORSPRODUCTS,SERVICES,SYSTEMSANDEVENTHECAPACITYOFTHEWHOLEPROCESS,CONTINUINGTOMAINTAINADIFFERENTIATEDBRANDPOSITIONINGNOLONGERTHANINTHEPASTTOIMPROVEPRODUCTQUALITY,REDUCECOSTS

19、ANDDISTRIBUTIONOFPROMOTIONASSIMPLEASTHATALSOCANNOTRELYONADVERTISINGCANBEALONGTERMMAINTENANCEOFABRANDSIMAGENAMELY,TRADITIONAL,SINGLEMARKETINGSTRATEGYHASBEENDIFFICULTTOBEEFFECTIVE,ANDCULTIVATECUSTOMERRELATIONSHIPSWITHTHEONLYIRREPLACEABLE4CHINAHASJUSTBEGUNTHEPOPULARCRMMANAGEMENTISSTILLONLYREMAININTHEIT

20、INDUSTRY,EXTENSIVEPUBLICITYANDMARKETCULTIVATIONSTAGE,SOMEENTERPRISESHAVEBEENGRADUALLYRECOGNIZEDTHATCRMANDBRANDCOMPETITIVENESS,THECLOSERELATIONSHIPBETWEENWEAREACCUSTOMEDTOCUSTOMERSERVICEANDBRANDMANAGEMENTTOTHETRADITIONALCONCEPTOFSEPARATIONWILLBEALONGWITHTHEPOPULARIZATIONANDPROMOTIONOFCRMSOFTWAREAPPLI

21、CATIONS,PARTICULARLYOVERSEASMULTINATIONALCOMPANIESTOMOTIVATEANDCHANGE,THEPOSSIBILITYOFUSINGCRMTOMEETCUSTOMERNEEDSWILLBEMEASURED,ANDUPGRADELOCALBRANDANDCROSSBRANDCOMPETITIVEINONEOFTHEINDICATORSREPOSTEDELSEWHEREINTHEPAPERFORFREEDOWNLOADTHIRD,TOKEEPITSPROMISEBRANDCOMPETITIVENESSOFCHINESEENTERPRISESTOES

22、TABLISHTHEKEYPOINTSHOWTOGIVEABRANDTOESTABLISHACREDIT,THUSTRANSFORMINGTHEINTANGIBLEASSETSFORTHEENTERPRISE,SOTHATCONSUMERSWILLINGTOPAYFORTHISSEVERALTIMESHIGHERPRICESTHANTHECOMPETITIONWORLDRENOWNEDBRANDANDIDENTIFICATIONOFCONSULTANTSASIAPACIFICREGIONENTERPRISEIGOFCEOMIKEMURPHYTHINKSOYOURCLIENTISYOURBRAN

23、D,BRANDISAFEELINGTHATISPRESENTINPEOPLESMINDSAKINDOFINTANGIBLEASSET,NOTAPRODUCTITSELFCONSUMERSAREINCREASINGLYINCLINEDTOBUYPRODUCTS,VALUEADDED,RATHERTHANTHEMONETARYVALUEOFGOODSTODAYTHEBRANDHASBECOMEINCREASINGLYIMPORTANTONTHEONEHAND,THEBUSINESSCOMMUNITYHASANATURALOWNERSHIPOFTHEBRANDATTRIBUTES,WHICHCANB

24、ETRANSFORMEDINTOENTERPRISESOFINTANGIBLEASSETS,THEPRODUCTCANNOTINADDITION,THEINFORMATIONORIENTEDSOCIETY,THEBRANDHASBECOMEANECESSITYRATHERTHANALUXURY,ECOMMERCEENVIRONMENT,ONLYSTRONGBRANDSTOSURVIVE,WHILETHESTRONGBRAND,YOUCANCREATEBRANDLOYALTYTOESTABLISHASTRONGBRANDTHATISTHEBASISUPONWHICHTHECREDITJUSTGR

25、OWUPLOCALBRANDSHOWTOENSURETHATCONSUMERLOYALTYTOOURBRAND,HOWBESTTOAVOIDBEINGCROSSBRANDCUSTOMERRESOURCEEXPLOITATIONREFLECTGROWINGCHINESEBRANDS,ITSACHILLESHEELISTHE“LIGHTERTHANPLEDGEINDULGEINHONOR“JOINTHEWTOAFTERTHELOCALENTERPRISES,TOENHANCETHECOMPETITIVENESSOFITSOWNBRAND,WEMUSTFIRSTFOLLOWTHEBASICBUSIN

26、ESSRULESOFTHEGAME,THISISOURBUSINESSANDINTERNATIONALCOMPANIESTHEFIRSTSTEPININTEGRATION5UNITEDSTATESPRESIDENTFRANKLININTHE“ADVICETOAYOUNGTRADESMAN,“THEREISASTATEMENT“REMEMBER,CREDITISMONEY“THEMARKETECONOMYISTHECOREOFTHECREDITECONOMY,THECORNERSTONEOFTHECOMMERCIALBRANDISCOMMITTEDTOTHECOMPETITIVENESSOFTH

27、ECOREAREBOUNDTOBECREDITPOSTWTOCHINAMARKET,ISULTIMATELYACONTESTDOESNOTENDTHECREDIBILITYANDBRANDCOMPETITIONPROFESSORZHANGWEIYINGHASREPEATEDLYMENTIONEDTHELACKOFCREDIBILITYISTHEBIGGESTCHALLENGEFACEDBYCHINESEENTERPRISES4,MANAGEMENTTOENHANCETHECORECOMPETITIVENESSOFTHEBRANDSPRIMARYMEANSOFMODERNENTERPRISEBR

28、ANDISASIGNIFICANTCHANGEINSTRUCTUREFROMASINGLEBRANDTODIVERSIFYINTO,BECAUSEENTERPRISESAREFACEDWITHTHEBRANDLIVINGENVIRONMENTISUNPREDICTABLE,DIFFICULTTOCONTROLTHECOMPLEXANDCHANGINGMARKETTHENEWMARKETINGANDBRANDINGCHALLENGESOFMAKINGCORPORATEBRANDREPOSITIONINGANDBRANDSTRATEGYTOBECOMETHESECONDINEVITABLEWEHA

29、VESEENMANYDOMESTICENTERPRISESHAVEBEENCOMPLETEDTOESTABLISHBRANDRECOGNITIONANDASINGLEBRANDGROWTHTRANSITIONPHASES,SUCHASLENOVO,HAIER,TCL,KELON,HISENSE,MIDEAANDSOON,BASEDONASINGLEPRODUCTSTRUCTUREGREWUPINTHEBRANDHASBEENEXTENDEDTOADIVERSIFIEDTHEPRODUCTSTRUCTURE,TOFORMAPARENTBRANDASTHEMAINBRANDARCHITECTURE

30、,THEORIGINALBRANDIDENTITYSYSTEMANDMANAGEMENTSYSTEMSHAVEUNDERGONECORRESPONDINGCHANGESEACHFIRMARETRYINGTOFINDASUITABLEFORTHEIROWNMANAGEMENTSTYLE,WHILETHEREESTABLISHMENTANDREGULATIONOFANEWCORPORATEBRANDARCHITECTURESYSTEM,THENTHEMORESUBSTANTIALMEANINGINCLUDINGTHECONCEPTOFCHANGINGTHEENTERPRISESBRAND,ACCO

31、RDINGTOTHECOMPANYSFUTUREDEVELOPMENTSTRATEGYOFDEFININGTHEENTERPRISEBRANDANDPROFESSIONALBRAND,THECAUSEOFBRANDANDPRODUCTBRANDSANDTHERELATIONSHIPBETWEENPRODUCTBRANDSANDTHUSBASEDONTHEINTEGRATIONOFENTERPRISERESOURCESTOACHIEVETHEMAXIMIZATIONOFTHEVALUEOFBRANDEQUITY6ALTHOUGHTHEBRANDMANAGEMENTOFTHESEDEEPSEATE

32、DPROBLEMSATHOMEHASNOTYETBECOMETHEFOCUSOFCORPORATEBRANDSTRATEGYTOCONSIDER,BUT,AFTERCHINASWTOACCESSIONWILLBETHEFOCUSOFBRANDMANAGEMENT,THEMAINCOREOFTHEVISUALSHIFTFROMTHECORECOMPETENCETHEORYTOANALYZE,THISISTHECOMPETITIVENESSOFENTERPRISESINCHINAALONGTERMTESTCOMPANYFUNDAMENTALELEMENTSOFENDURINGQUALITYENTE

33、RPRISESTHEMSELVES,THEINTERNALCONDITIONSOFAMOREDECISIVEINFLUENCETHANTHEEXTERNALCONDITIONS,COMPANIESRELYONSTRONGBRANDSANDREAPEXCESSPROFITSANDMAINTAINLONGTERMCOMPETITIVEADVANTAGEISTHEKEYENTERPRISECAPABILITIES,RESOURCESANDKNOWLEDGEACCUMULATIONCHINESEENTERPRISESCORECOMPETITIVENESS,ORTOENHANCETHECOMPETITI

34、VENESSOFTHEBRAND,THEDECISIONOFOURCORETECHNOLOGYENTERPRISES,COREPRODUCTS,FUNDS,ANDPRODUCTIONSCALEPASSIVECORERESOURCESREQUIRESACOMPREHENSIVEANDBALANCEDDEVELOPMENT,WHICHISNOTINDOUBTBUTMOREIMPORTANTLY,INCHINESEENTERPRISES,THESCIENTIFICDECISIONMAKING,SCIENTIFICMANAGEMENTHASNOTREALLYFORMEDACCORDINGTOASURV

35、EYOFFOREIGNDATAIN1998,CHINASINTERNATIONALCOMPETITIVENESSIN47COUNTRIESANDREGIONSINTHE29THLEVELOFMANAGEMENTRANKS36THMANAGEMENT,THEDOMINANTCOREOFMOSTCHINESEENTERPRISESISTHELACKOFRESOURCES,BUTLACKOFMANAGEMENTCAPACITY,PARTICULARLYINTHETHEORYOFBRANDMANAGEMENTEXPERIENCEANDTHELACKOFCAPACITYCAUSEDBYTHELOW,BU

36、TALSOHINDERTHECOMPETITIVENESSOFCHINESEENTERPRISESMOREDIFFICULTTOBUILDBRANDKEY5,SPECIALIZATIONTOENHANCETHECORECOMPETITIVENESSOFTHEPATHOFTHEBRANDAFTERTHEADVENTOFINFORMATIONAGE,COMPANIESFACEDWITHABRANDPOSITIONINGANDHOWTOREINTEGRATIONOFRESOURCESMANAGEMENTISSUESACCORDINGTO“FORTUNE“MAGAZINE,THEWORLDSTOP50

37、0ENTERPRISES,INDIVIDUALPRODUCTSALESACCOUNTEDFOR95OFTHEPROPORTIONOFTHETOTALSALESOFMORETHAN140,ACCOUNTINGFOR28OFTHETOTAL500LEADINGPRODUCTSALESACCOUNTEDFOR70OFTHETOTALSALES95OFTHE194,ACCOUNTINGFOR388,RELATEDPRODUCTSALESACCOUNTEDFOR70OFTOTALSALESARE146,ACCOUNTINGFOR292THISSHOWSTHATTHE500BRANDSCORECOMPET

38、ITIVENESSOFTHEINDUSTRYFROMTHEBESTAT,RATHERTHANCOMPREHENSIVEDIVERSIFICATIONOFTHEBRAND7OFCOURSE,THISHASUNDERGONEAPROCESSUSCOMPANIESTOIMPLEMENTLARGESCALEDIVERSIFICATIONOFOPERATIONSISINTHE20THCENTURY,60YEARS,BUTTHISDIDNOTBRINGSATISFACTORYRESULTSOFTHESEENTERPRISESINFACT,MANYFORTUNE500COMPANIES,WHICHWEREC

39、RISESDUETODIVERSIFICATIONOFTHEBLIND,SUCHASTHECHRYSLERMOTORSCORPORATION,SONYSUSSUBSIDIARY,SEARS,WHIRLPOOL,XEROXANDSOON,DIVERSITYCAUSESCATTEREDRESOURCES,OPERATIONSPANANDCOSTINCREASE,INDUSTRYSELECTIONERRORSINCREASED,THERESULTSLEDTOTHECOMPANYALOSS,THEBRANDSCORECOMPETITIVENESSHASBEENGREATLYHURT70S,THENAT

40、IONSLARGEST500INDUSTRIALENTERPRISES,ENGAGEDINDIVERSIFIEDBUSINESSACCOUNTEDFOR94,BUTTHISPERIODISPRECISELYTHEWEAKESTCROSSBRANDCOMPETITIVESTAGESINCETHELATE80S,SOMEWELLKNOWNCOMPANIESHAVETOCHANGEHISCOURSEBEGANTOADJUSTTHEIROWNDEVELOPMENTPATHTHATIS,ATTHISTIMEWELCHTOOKOVERGECEOOFGEJOBSANDBEGANASERIESOFMAJORR

41、EFORMS,ONEOFWHICHISTOCONDUCTBUSINESSRESTRUCTURING,THATIS,REDUCTIONOFDIVERSEAREAS,RETURNTOSPECIALIZATIONINTHEFIELDTODOTOGETTHEMOSTEXCELLENT,ESTABLISHAWORLDWIDEBRANDCOMPETITIVEADVANTAGEINTOTHE90S,DUETOTHERAPIDEXPANSIONOFGLOBALECONOMICINTEGRATION,THERELATIVESHORTAGEOFRESOURCES,INPARTICULAR,THEACCELERAT

42、EDREPLACEMENTOFHIGHTECHPRODUCTS,ASWELLASTHEEMERGENCEOFTHETRENDOFMERGERSAMONGENTERPRISES,FOREIGNENTERPRISESARENOLONGERSIMPLYSEEKTOPROMOTEDIVERSITYANDSCALEOFOPERATIONOFTHEEXPANSION,ONTHECONTRARY,THROUGHTHESPLIT,REORGANIZATION,ANDRELATEDBUSINESSWILLNOTBESOLD,ORBECOMEANINDEPENDENTCOMPANY,TONARROWTHESCOP

43、EOFBUSINESSTOBUSINESSPROFESSIONAL,BRANDUNIFORMITYCHINAISTHESAMENINETIESALMOSTALLENTERPRISESHAVEINVESTEDADIVERSIFIED,SUCHASINTHEDOMESTICREALESTATEINDUSTRY,TODAYKNOWNASTHEFIRSTBRANDOFVANKEPROPERTY,FROMTHEEARLYDAYSUNTILTHEENDWILLBETHELEADINGREALESTATEASTHEIROWNINDUSTRY,HASALSOBEENINVOLVEDINTRADEOFF,MOD

44、ELS,AGENTS,ADVERTISING,EXHIBITIONINDUSTRY,CLOTHING,WINE,MORETHANTENKINDSOFINDUSTRIESWECANSEETHAT,AFTERTHEDIVERSIFIEDDEVELOPMENT,THELOCALNATIVESURVIVINGAREALREADYAREASOFEXPERTISEINAUNIQUECOMPETITIVEEDGEBRANDTHEREFORE,BOTHTHENEWHAIER,LENOVO,ORACENTURYOLDTONGRENTANG,CHANGYUWINE,THEIRDEVELOPMENTEXPERIEN

45、CEANDLESSONSTELLUSTHATWEMUST,ANDMULTINATIONALCORPORATIONSLAIDTHEMOUTONTHEIROWNDOORSTEPRINGANADVANCESCIENTIFIC,CHINESEMARTIALARTSFORBOXING,WALKINGPROFESSIONALMANAGEMENTDEVELOPMENTPATHISTHEVASTMAJORITYOFOURBRANDSTOENHANCETHECOMPETITIVENESSOFSMES,THEONLYOPTION6,LONGTERMDEVELOPMENTINTERESTSREMAINASOURCE

46、OFCOMPETITIVEBRANDS8ANYBUSINESSSTARTUPSINTHEBRANDMUSTBEMAINTAINEDDURINGTHESHORTANDLONGTERMBENEFITSTOCHOOSEBETWEEN,OFCOURSE,THEIDEALSITUATIONISTOENSURETHATENTERPRISESUNDERTHEPREMISEOFSURVIVAL,TAKINGINTOACCOUNTLONGTERMINTERESTSOFENTERPRISES,NAMELY,HANDLINGBETWEENPRODUCTSANDBRANDSBALANCEBUTTHEFACTISOFT

47、ENDIFFICULTFORCOMPANIESARRIVEDINTHESHORTTERMTEMPTATIONS,COMBINEDWITHINSTITUTIONALISSUES,THESEPARATIONOFOWNERSHIPANDMANAGEMENTRIGHTS,WILLINEVITABLYLEADTOOPERATORSFORACCESSTOTHEMAXIMIZATIONOFSHORTTERMINTERESTSATTHEEXPENSEOFLONGTERMINTERESTSOFENTERPRISESCOMPAREDWITHTHEWESTBRAND,CHINASBRANDFORMOSTENTERP

48、RISES,WASJUSTADECENTCOAT,ORISALUXURYAPARTFROMTHEERADICATIONOFINSTITUTIONALINCENTIVES,THECHINESEENTERPRISESSHOULDALSOGRADUALLYESTABLISHALONGTERMDEVELOPMENTBASEDONSOCIALPROGRESS,TAKINGINTOACCOUNTTHECORPORATECULTURETHISCULTUREISROOTEDINCORPORATEVALUES,ANDTHEUSRANDCORPORATIONHASSPENT20YEARSTRACKINGTHEWO

49、RLDS500LARGESTCOMPANIES,FOUNDTHATAHUNDREDYEARSISNOTBADBUSINESSTOHAVEACOMMONCHARACTERISTICISTHATTHEYALWAYSADHERETOFOURKINDSOFVALUESTHEFIRSTPERSONTHEVALUEISHIGHERTHANTHEVALUEOFTHE2ISACOMMONVALUEISHIGHERTHANPERSONALVALUETHIRDISSOCIALVALUEISHIGHERTHANTHEVALUEOFPROFITS4ISTHEUSERVALUEISHIGHERTHANTHEVALUEOFPRODUCTIONWHICHISTOBUILDTHECORECOMPETITIVENESSOFENTERPRISESISANIMPORTANT“FOCALPOINTS“,BUTALSOTHECORECOMPETITIVENESSOFENTERPRISESPLAYANIMPORTANT“PIVOT“THESEVALUESAREACCOMPANIEDBYCHANGESINTHEDEVELOPMENTOFENTERPRISESANDBUSINESSACTIVITIESOFTHESUCCESSORFAILUREOFTHETEST