1、1本科毕业论文外文翻译外文文献译文标题品牌中国资料来源五州传播出版社作者潘忠明在经济全球一体化时代，品牌已成为国家的战略资源或一个地区，正日益成为其实力的象征。比较著名的品牌有，更具竞争力的国家。统计表明，世界级品牌占了苔丝比世界上百分之3的品牌，但他们的产品占全球市场的百分之40以上，其销售量已达到约百分之50。在某些行业，销售超过百分之90。在发达国家，百分之60的国内生产总值（国内生产总值）来自行业品牌。这表明，现代经济竞争已从产品竞争的时代，一个品牌的竞争。由于对外开放，中国经济保持了快速增长。根据修订的统计，中国国家统计局七月2007，中国国内生产总值达到21087100000000
2、元（约2800000000000美元，1美元755元），百分之111，2005。人均国内生产总值超过2000美元的一年。对城乡居民生活水平的改善他们的品牌意识加强，BRANDPRODUCT消费和出口持续增长。一批中国品牌如海尔，联想和华为，集团，已基本建立国际存在，正在迅速增长。我们已经进入了品牌时代的经济。推动形成一个品牌来自行业的发展。成长的品牌有深刻反映了行业的进步。统计数字表明，平均品牌价值的20大品牌在中国已经从4799000000元到43870000000元19952006，增加了814倍。与新时代的中国，各种品牌活动出现一个又一个。2005年4月30日，中国中央电视台的业务信道（
3、中央电视台）主办的“中国品牌高峰论坛”。在论坛上，103家中国公司在中国最前沿的健康和快速发展的经济联合颁发的中国品牌宣言，表示中国企业必须完成他们的升级，品牌，产品，服务和人才尽早建立更多的中国品牌的全球品牌，同时保持其传统优势从而获得较高的发展平台和更大的发展空间。”该宣言表明，“品牌”已成为中国经济发展中的关键字。企业设计品牌，创立品牌，培养品牌的目的是希望此品牌能变为名牌，于是在产品质量上下功夫，在售后服务上做努力。同时品牌代表企业，企业从长远发展的角度必须从产品质量上下功夫，特别名牌产品、名牌企业、于是品牌、特别是知名品牌就代表了一类产品的质量档次，代表了企业的信誉。比如“海尔”，作
4、为家电品牌人们提到优质“海尔”就会联想到海尔家电的高质量，海尔的优质售后服务及海尔人为消费者用户着想的动人画面。再如“耐克”作为运动鞋的世界知名品牌其人性化的设计。高科技的原料、高质量的产品、为人们所共睹。“耐克”代表的是企业的信誉、产品的质量品牌企业竞争的武器树2品牌、创名牌是企业在市场竞争的条件下逐渐形成的共识，人们希望通过品牌对产品、企业更加区别，通过品牌形成品牌追随，通过品牌扩展市场。品牌的创立，名牌的形成正好能帮助企业实现上述目的，使品牌成为企业的有力的竞争武器。品牌，特别是名牌的出现，使用户形成了一定程度的忠诚度、信任度、追随度，由此使企业在与对手竞争中拥有了后盾基础。品牌还可以利
5、用其市场扩展的能力，带动企业进入新市场；带动新产品打入市场；品牌可以利用品牌资本运营的能力，通过一定的形式如特许经营、合同管理等形式进行企业的扩张。品牌消费者或用户记忆商品工具不仅要将商品销售给目标消费者或用户，而且要使消费者或用户通过使用对商品产生好感，从而重复购买，不断宣传，形成品牌忠诚，使消费者或用户重复购买。消费者或用户通过品牌，通过对品牌产品的使用，形成满意，就会围绕品牌形成消费经验，存贮在记忆中，为将来的消费决策形成依据。一些企业更为自己的品牌树立了良好的形象，赋予了美好的情感，或代表了一定的文化，使品牌及品牌产品在消费者或用户心目中形成了美好的记忆，比如“麦当劳”，人们对于这个品
6、牌会感到一种美国文化、快餐文化，会联想到一种质量，标准和卫生，也能由“麦当劳”品牌激起儿童在麦当劳餐厅里尽情欢乐的回忆。品牌的建立是由于竞争的需要，在用来识别某个销售者的产品或服务的。品牌设计应具有独特性，有鲜明的个性特征，品牌的图案，文字等与竞争对手的区别，代表本企业的特点。同时，互不相同的品牌各自代表着不同的形式，不同质量，不同服务的产品，可为消费者或用户购买、使用提供借鉴。通过品牌人们可以认知产品，并依据品牌选择购买。例如人们购买汽车时奔驰、沃尔沃、桑塔纳、米提诺、英格尔，每种品牌代表了不同的产品特性、不同的文化背景、不同的设计理念、不同的心理目标，消费者和用户便可根据自身的需要进行选择
7、。品牌以质量取胜，品牌常附有文化，情感内涵，所以品牌给产品增加了附加值。同时，品牌有一定的信任度、追随度，企业可以为品牌制定相对较高的价格，获得较高的利润。品牌中的知名品牌在这一方面表现最为突出，如海尔家电，其价格一般比同等产品高；耐克运动鞋，比同等的李宁运动鞋、安踏运动鞋高出几百元。而在这方一方面我们还可以再看一看著名饮料企业可口可乐的例子可口可乐公司1999年的销售总额为90亿美元，其利润为30利润为27美元除去5由资产投资带来的利润，其余225亿美元均为品牌为企业带来的高额利润，由此可见品牌特别是名牌给企业带来的较大的收益，而品牌作为无形资产，已为人们的认可。3外文文献原文TITLEBR
8、ANDINCHINAMATERIALSOURCECHINAINTERCONTINENTALPRESSAUTHORPANZHONGMINGATATIMEOFGLOBALECONOMICINTEGRATION,BRANDSHAVEBECOMETHESTRATEGICRESOURCEOFACOUNTRYORAREGIONANDAREGROWINGTOBEASYMBOLOFITSSTRENGTHTHEMOREFAMOUSBRANDSACOUNTRYHAS,THEMORECOMPETITIVETHECOUNTRYISSTATISTICSINDICATETHATWORLDCLASSBRANDSACCOUN
9、TFORTESSTHAN3PERCENTOFTHEWORLDSTOTALBRANDS,BUTTHEIRPRODUCTSACCOUNTFORMORETHAN40PERCENTOFTHEGLOBALMARKET,ANDTHEIRSALESVOLUMEHASREACHEDABOUT50PERCENTINCERTAININDUSTRIES,THESALESVOLUMEEXCEEDS90PERCENTINDEVELOPEDCOUNTRIES,60PERCENTOFTHEGDPGROSSDOMESTICPRODUCTCOMESFROMINDUSTRIESWITHBRANDSTHISDEMONSTRATES
10、THATMODERNECONOMICCOMPETITIONHASSHIFTEDFROMANERAOFPRODUCTCOMPETITIONTOONEOFBRANDCOMPETITIONSINCEITSOPENINGTOTHEOUTSIDEWORLD,CHINASECONOMYHASMAINTAINEDARAPIDGROWTHACCORDINGTOTHEREVISEDSTATISTICSFROMTHENATIONALBUREAUOFSTATISTICSOFCHINAINJULY2007,CHINASGDPREACHED21,0871BILLIONYUANABOUT2,800BILLION,1755
11、YUAN,UP111PERCENTFROMTHATOF2005PERCAPITAGDPINTHEYEAREXCEEDED2,000THELIVINGSTANDARDSOFURBANANDRURALRESIDENTSIMPROVEDCONSIDERABLYASTHEIRAWARENESSOFBRANDSSTRENGTHENEDANDBRANDPRODUCTCONSUMPTIONANDEXPORTSCONTINUEDTOGROWAGROUPOFCHINESEBRANDSSUCHASHAIER,HUAWEI,LENOVOANDTCL,WHICHHAVEBASICALLYESTABLISHEDANIN
12、TERNATIONALPRESENCE,AREGROWINGRAPIDLYWEHAVEENTEREDTHEERAOFTHEBRANDECONOMYTHEIMPETUSOFFORMINGABRANDCOMESFROMTHEDEVELOPMENTOFTHEINDUSTRYTHEGROWTHOFBRANDSHASDEEPLYREFLECTEDTHEPROGRESSOFTHEINDUSTRYSTATISTICSINDICATETHEAVERAGEBRANDVALUEOFTHETOP20BRANDSINCHINAHASGROWNFROM4799BILLIONYUANIN1995TO4387BILLION
13、YUANIN2006,ANINCREASEOF814TIMESWITHTHENEWERAINCHINA,VARIOUSBRANDACTIVITIESOCCURONEAFTERANOTHERONAPRIL30,2005,THEBUSINESSCHANNELOFCHINACENTRALTELEVISIONCCTVHOSTEDTHE“CHINABRANDSUMMITFORUM“ATTHEFORUM,103CHINESECOMPANIESATTHEFOREFRONTOFCHINASHEALTHYANDRAPIDECONOMICDEVELOPMENTJOINTLYISSUEDTHECHINEBRANDD
14、ECLARATION,SAYINGTHATCHINESEENTERPRISES“MUSTCOMPLETETHEIRUPGRADINGINBRANDS,PRODUCTS,SERVICESANDTALENTSASEARLYASPOSSIBLEANDESTABLISHMORECHINESEBRANDSASGLOBALBRANDSWHILEKEEPINGTHEIRTRADITIONALADVANTAGEINORDERTOGAINAHIGHERDEVELOPMENTPLATFORMANDGREATERGROWTHSPACEINTHEFUTURE“THEDECLARATIONDEMONSTRATESTHA
15、T“BRAND“HASBECOMEAKEYWORDINCHINASECONOMICDEVELOPMENT4ENTERPRISEBRANDDESIGN,BRAND,CULTUREBRANDAIMSTHATTHEBRANDCANBECOMEFAMOUS,ANDEFFORTSINPRODUCTQUALITY,AFTERSALESERVICEEFFORTSINATTHESAMETIMETHEBRANDONBEHALFOFENTERPRISES,ENTERPRISESFROMTHEANGLEOFLONGTERMDEVELOPMENTMUSTFROMPRODUCTQUALITYFLUCTUATION,ES
16、PECIALLYTHEFAMOUSBRANDPRODUCTS,BRANDENTERPRISES,ANDBRAND,ESPECIALLYFAMOUSBRANDONBEHALFOFACLASSOFPRODUCTQUALITY,ONBEHALFOFTHEENTERPRISESREPUTATIONFOREXAMPLE,“HAIER“BRANDHOMEAPPLIANCES,ASPEOPLEMENTIONQUALITY“HAIER“WILLASSOCIATEWITHHAIERHOUSEHOLDAPPLIANCESANDHIGHQUALITY,THEQUALITYAFTERSALESERVICEANDHAI
17、ERHAIERHUMANCONSUMERUSERSMOVINGPICTURES“NIKE“ASTHEWORLDFAMOUSBRANDSPORTSSHOESTHEHUMANIZEDDESIGNTHERAWMATERIALSOFHIGHTECH,HIGHQUALITYPRODUCTS,FORPEOPLETOSEE“NIKE“ISREPRESENTATIVEOFTHECREDIBILITYOFENTERPRISES,THEQUALITYOFTHEPRODUCTBRANDCOMPETITIVEWEAPONTREEBRAND,ABRANDNAMEENTERPRISESINMARKETCOMPETITIO
18、NCONDITIONGRADUALLYFORMEDCONSENSUS,PEOPLEHOPETHATTHROUGHTHEBRANDTOPRODUCT,ENTERPRISEMOREDIFFERENCE,THROUGHBRANDBRANDTOFOLLOW,BYBRANDEXTENSIONMARKETTHECREATIONOFTHEBRAND,THEFORMATIONOFFAMOUSBRANDJUSTCANHELPTHEENTERPRISETOREALIZETHEPURPOSE,SOTHATTHEBRANDHASBECOMETHEPOWERFULCOMPETITIONWEAPONBRAND,ESPEC
19、IALLYFAMOUSBRAND,ALLOWSTHEUSERTOFORMACERTAINDEGREEOFLOYALTY,TRUST,FOLLOWTHEDEGREE,SOTHATENTERPRISESINCOMPETITIONWITHRIVALSHAVEBACKINGFOUNDATIONTHEBRANDALSOCANUSEITSMARKETEXPANSIONABILITY,DRIVEANENTERPRISETOENTERNEWMARKETSPROMOTENEWPRODUCTSINTOTHEMARKETBRANDCANUSEBRANDCAPITALOPERATIONABILITY,THROUGHC
20、ERTAINFORMSSUCHASFRANCHISE,CONTRACTMANAGEMENTANDOTHERFORMSOFENTERPRISEEXPANSIONBRANDCONSUMERORUSERMEMORYCOMMODITYTOOLNOTONLYTOSALESOFGOODSTOTHETARGETCONSUMERSORUSERS,BUTALSOTOMAKETHECUSTOMERSORUSERSTHROUGHTHEUSEOFCOMMODITYHAVEAFAVORABLEIMPRESSION,ANDREPEATPURCHASE,ONGOINGADVOCACY,FORMBRANDLOYALTY,SO
21、THATCONSUMERSORUSERSREPEATPURCHASECONSUMERORUSERTHROUGHTHEBRAND,THROUGHTHEBRANDPRODUCTUSE,FORMEDAROUNDTHEBRANDSATISFACTION,WILLFORMACONSUMEREXPERIENCE,STOREDINMEMORY,FUTURECONSUMERDECISIONMAKINGBASISSOMEENTERPRISESFORTHEIROWNBRANDANDESTABLISHAGOODIMAGE,WITHTHEWONDERFULFEELING,ORREPRESENTSACERTAINCUL
22、TURE,MAKETHEBRANDANDBRANDPRODUCTSINTHECONSUMERORUSERHAVEFORMEDAGOODMEMORY,SUCHAS“MCDONALDS“,THEBRANDWILLBEANAMERICANCULTURE,FASTFOODCULTURE,WILLASSOCIATETOAQUALITY,STANDARDSANDHEALTH,CANALSOBEMADEFROM“MCDONALDS“BRANDINSPIRECHILDRENINMCDONALDSRESTAURANTSINYOURMEMORIESOFJOY5BRANDBUILDINGISTHERESULTOFC
23、OMPETITION,AREUSEDTOIDENTIFYONESELLERSPRODUCTORSERVICEBRANDDESIGNSHOULDBEUNIQUE,DISTINCTIVEPERSONALITY,BRANDDESIGN,TEXTANDOTHERCOMPETITORSANDTHEDIFFERENCE,ONBEHALFOFTHEENTERPRISEFEATURESATTHESAMETIME,DIFFERENTBRANDSREPRESENTDIFFERENTFORMS,DIFFERENTQUALITY,DIFFERENTSERVICEPRODUCTS,FORCONSUMERSORUSERS
24、TOBUY,USEOFREFERENCETHROUGHTHEBRANDPEOPLECANCOGNITIVEPRODUCTS,ANDONTHEBASISOFBRANDCHOICETOBUYFOREXAMPLE,PEOPLEBUYTHECARMERCEDES,VOLVO,SANTANA,METERSTINO,ENGEL,EACHBRANDREPRESENTSADIFFERENTPRODUCTCHARACTERISTICS,DIFFERENTCULTURALBACKGROUNDS,DIFFERENTDESIGN,DIFFERENTPSYCHOLOGICAL,CONSUMERSANDUSERSCANC
25、HOOSEACCORDINGTOTHEIROWNNEEDSACCORDINGTOTHEBRANDVISIBILITYANDRADIATIONREGIONDIVISION,CANBEDIVIDEDINTOREGIONALBRAND,BRANDOFDOMESTICBRANDS,INTERNATIONALBRANDS,GLOBALBRANDAREABRANDISUSEDINASMALLERAREAOFPRODUCTIONANDSALESOFTHEBRAND,FOREXAMPLE,REGIONALPRODUCTIONANDSALESOFSPECIALTYPRODUCTSTHESEPRODUCTSARE
26、GENERALLYINACERTAINRANGEOFPRODUCTION,SALES,PRODUCTRADIATIONRANGEISNOTBIG,ISMAINLYAFFECTEDBYTHEPRODUCTCHARACTERISTICS,GEOGRAPHICALCONDITIONSANDSOMECULTURALCHARACTERISTICSINFLUENCE,THISISABITLIKEAKINDOFLOCALOPERAOPERAINSHAANXI,DESCRIBEDMAINLYINSHANXI,MAINLYINHENAN,THEPHENOMENONOFOPERADOMESTICBRANDREFE
27、RSTOTHEHIGHERVISIBILITYOFDOMESTIC,PRODUCTOFTHERADIATION,THESALEOFPRODUCTSFOREXAMPLE,HOMEAPPLIANCEGIANTHAIERCIGARETTEGIANTHONGTAHILLBEVERAGETYCOONWAHAHAINTERNATIONALBRANDISDEFINEDINTHEINTERNATIONALMARKETVISIBILITY,HIGHREPUTATION,PRODUCTRADIATIONGLOBALBRANDS,SUCHASCOCACOLA,MCDONALDS,MARLBORO,MERCEDESB
28、ENZ,ERICSSON,MICROSOFT,PIERRECARDINACCORDINGTOTHEPRODUCTIONMANAGEMENTOFTHELINKCANBEDIVIDEDFORMANUFACTURERSANDOPERATORSTOBRANDBRANDBRANDMANUFACTURERBRANDREFERSTOTHEMANUFACTURERSFORTHEIROWNPRODUCTIONPRODUCTDESIGNBRANDDEALERBRANDDEALERACCORDINGTOTHEIRNEEDS,UNDERSTANDINGOFTHEMARKET,COMBINEDWITHTHEDEVELO
29、PMENTNEEDSOFTHEENTERPRISEBRANDMANUFACTURERMANYBRANDS,SUCHASSONYSONY,MERCEDESBENZ,CHANGHONGETCDEALERBRANDSSUCHAS“SEARS“DEPARTMENTSTORESSUCHAS“WANGFUJING“SALESBRAND,ISTHEVASTNUMBEROFCONSUMERSTOANENTERPRISEANDITSPRODUCTS,EXCELLENTPRODUCTQUALITY,PERFECTAFTERSALESERVICE,GOODPRODUCTIMAGE,THEGOODCULTURALVA
30、LUE,EXCELLENTMANAGEMENTRESULTSETCANDFORMAKINDOFEVALUATIONANDCOGNITION,ISTHEENTERPRISEOPERATORSANDMANAGERSINVESTEDENORMOUSHUMAN,6MATERIALANDEVENAFEWGENERATIONSLONGHARDWORKBUILTUPBETWEENTHECONSUMERANDATRUSTGENERALLY,ABRANDISANAME,TERM,MARK,SYMBOLORPATTERN,ORTHEIRMUTUALCOMBINATION,TOIDENTIFYASELLERORAG
31、ROUPOFSELLERSOFPRODUCTSORSERVICES,ANDWITHTHECOMPETITORSPRODUCTSANDSERVICESDIFFERENCEBETWEENANDBRANDCLOSELYFOLLOWINGSOMECONCEPTBRANDNAMEBRANDCANREADPARTWORDS,LETTERS,NUMBERSORPHRASECOMBINATIONSUCHASHAIER,TCL,1999,DHSBRANDBRANDWITHOUTVOCALPARTINCLUDINGSYMBOLS,PATTERNSOROBVIOUSCOLORORFONTAHOOKSHAPESUCH
32、ASNIKE,LITTLESWANSWANMODEL,IBMFONTSANDDEEPBLUESTANDARDCOLORHAIERBROTHERSBRANDCHARACTERISTHEEMPLOYERORANTHROPOMORPHICLOGOTOREPRESENTTHEBRANDWAY,SUCHASHAIERBROTHERS,MACDONALD,MICKEYMOUSE,KANGSHIFUTRADEMARKPROTECTEDBYTHELAWOFTHEBRAND,BRAND,BRANDCHARACTERORTHECOMBINATIONOFTHEELEMENTSWHENTHEUSEOFTHETRADE
33、MARK,TOUSE“R“OR“NOTE“EXPRESS,AREGISTEREDTRADEMARKNOTACONSUMERTHATTHEBRANDOFTHEENTERPRISEONLYCORRESPONDSTOHISMENTALANDEMOTIONALVALUETOCONSUMER,WITHONLYAPARTOFEMOTIONALVALUE,BUTALSOACCUMULATEDMOREEMOTIONALVALUE,TOACHIEVETHEOVERALLBRANDIDENTITYSIMPLEINTERESTIDENTIFICATIONISTHEUSEVALUE,ISACONSUMERPRODUC
34、TINTERESTNEEDWHILETHEBRANDINTERESTISINTHESOCIALENVIRONMENTINTHEEMOTIONALNEEDSANDDESIREALLOFTHESECOMPANIESTOWANTTODO,IFSIMPLYBRANDISALEADINGINTERNATIONALEXPRESS,BOARDEDTHETRAINTHEBRANDOFTHEENTERPRISEISGOINGTOHAPPEN,ITWOULDBETOOSUPERFICIALTHISISNOTTHESAMETHINGSOTHATTHEBRANDCONCEPTISNOTCLEARISTHEENTIRE
35、CHINAMARKETISFACEDWITHGENERALLYAPHENOMENONBRANDTOWINWITHQUALITY,BRANDOFTENWITHCULTURE,EMOTIONALCONTENT,SOTHEBRANDTOINCREASETHEADDEDVALUEOFPRODUCTSATTHESAMETIME,THEBRANDHASACERTAINDEGREEOFTRUST,FOLLOWTHEDEGREE,ENTERPRISECANBESETRELATIVELYHIGHPRICE,HIGHPROFITBRANDINTHEWELLKNOWNBRANDSINTHEASPECTSOFTHEP
36、ERFORMANCEOFTHEMOSTPROMINENT,SUCHASHAIERHOUSEHOLDAPPLIANCES,ITSPRICEISGENERALLYHIGHERTHANTHESAMEPRODUCTSNIKESPORTSSHOES,SPORTSSHOES,THANTHESAMELININGANTASPORTSSHOESOUTOFSEVERALHUNDREDDOLLARSINTHISRESPECTWECANSEETHEFAMOUSDRINKCOCACOLAENTERPRISESEXAMPLETHECOCACOLACOMPANYSALESIN1999AMOUNTEDTO9000000000,THEPROFITOF30PROFITOF27FROM5BYASSETINVESTMENTPROFIT,THEREMAINING2250000000ISTHEBRANDFORTHEENTERPRISETOBRINGHUGEPROFITS,SOTHEBRANDESPECIALLYFAMOUSBRANDENTERPRISETOBRINGBIGGERPROFIT,BUTTHEBRANDASAKINDOFINTANGIBLEASSETS,HASBEENRECOGNIZEDBYPEOPLE
