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
