『壹』 品牌经营方面的外文文献及中文翻译
procts, people more aware of others; for the brand, may have half-baked knowledge and with a brand, people familiar with but little has been graal.
O The Stephen said: "The procts are proced by factories things, brand is what consumers buy." Rand Corporation founder Walter o Mr. Rand said: "The factory manufactured procts, create brand soul." Procts is more than physical, and the brand is more psychological in nature.
First, Brand and Brand Strategy
1, the meaning and role of brands
Brand procers, operators in order to identify its procts in order to differentiate themselves from the competition, identify consumer awareness of the significant use of the marker. Can be a brand name, a term, a mark, a symbol or design, it can also be a combination of some of these factors. In other words branding is used to distinguish between different enterprises in different procts text, graphics or text, graphics and the organic composition.
Now, the brand is no longer just a marker of. P accordance with the marketing authority, Dole said, the brand is "a name, logo, graphic or a combination of them to distinguish between different enterprise procts." P Bierdeweike on brand explanation is: "brand from the creation of a guarantee of badge of intangible assets. "Bierdeweike the famous advertising agency BMP's executive director. In the past 20 years, the company more innovative use of technology to improve the understanding of consumers and the relationship between the brand.
It should be noted that Bierdeweike said the "brand" is no longer the same as "markers", but has become a broader meaning, more abstract concept. It is from one? Quot; badge "or markings created by the" intangible "
In other words, trademarks, brand not all, but merely a sign of the brand or mark.
This distinction is very important, not as a brand name, logo or graphics to consider, but as a group of "intangible assets" to consider, is a better way of thinking more intensity.
From this perspective to understand brands, is the 20th century history of the development of marketing 1990s made by one of the most important progress. It is used to explain the successful brand and brand unsuccessful distinction between a key.
Brand role in the following areas:
Procts to participate in market competition
The first is a brand identification procts function, advertising and promotional activities provided the basis for the purchase of consumer goods play a guiding role. Secondly, there is legal protection of the exclusive right to use a trademark, it will effectively curb illegal competitors of the enterprise market erosion. Third, the good reputation of trademarks, access to new procts, often the fourth, brand name merchandise to customers is more attractive, helping improve market share.
Concive to the improvement of proct quality and corporate image
Brand is the content and quality of goods market value of the coefficient of assessment and identification emblem is the enterprises to participate in the competition intangible capital. In a bid to win in the competition, it is necessary to carefully safeguard brand reputation. On the quality of procts not taken lightly, fear on their own brands. The process of creating a name brand must be continuously improve proct quality and establish a good corporate image process.
It is concive to protecting the interests of consumers
Brand is the sales process, proct quality and the source of that help consumers to buy their preferred brands, in order to get the greatest satisfaction. When the proct quality problems, help compensate for damages suffered by consumers.
Facts have proven that a prestigious brand, enterprises will be a great asset. In the world, which has ranked as the top brand value Marllboro, its market value as high as 21 billion US dollars, second place CocaCola to 24 billion US dollars. China's famous brands "Hongtashan" to win 10 billion yuan. Of course, the outcome of long-term business enterprises, but also because of their texture and excellent marketing portfolio properly. Experience has shown that the correct decision-making brand, brand design scientific, effective protection of the brand business success there is a positive role.
2, and the significance of corporate brand strategy
Brand strategy, by definition, is the brand enterprises to create, use and maintenance at the core, in its own analysis of the external environment and conditions on the basis of the development of the company's overall plan of action. Brand as a form of economic subject to certain socio-economic conditions. Therefore, the brand strategy in the enterprise management of the status of the rapid rise in its profound social and business background, the course of the development of brand strategy also reflects the history of the evolution of the market economy. Initial commodity economy, a relatively low level of proctivity, a seller's prominent features, of the consumer's behavior simple, there is no need to emphasize procts and services external characteristics, thus, proction and operation of an enterprise-management, proct and brand less. Buyer's market triggered the development of the consumer revolution, enterprises and procts in the convergence calls for the development of proct features enable consumers outside the Movable heterogeneous characteristics, the cultural brand logo to highlight function, the brand strategy is beginning Stronger. The development of the market repeatedly and imbalances, early brand marketing is only the basic tools, or even just a marketing strategy level. Even enterprises to enter the business strategy, corporate management is still closely around the four elements of marketing - proct, price, place, promotion, brand strategy and corporate organizational strategy, human resources strategy, an investment strategy, proct strategy, technology strategy, transnational business strategy such as tie-concept, and many enterprises become a strategic choice. Promote the development of modern proctive forces of the market information process, the initiative from the enterprise market further transferred to the hands of consumers, enterprises become the second main market, the efficiency of the market in the allocation of resources and over-dependent increase of the information depends on the degree of their own, the operation and management of enterprises traditional way to face stern challenges.
Brand is not a separate existence in the market of things, it is in many things outside of the market built on the basis of a belief, that belief once formed, and there will be potential consumer groups have a similar concept of superstition .
Brand — — our brand is the real meaning of the brand, which the so-called "bad brand" can not be called a fact, the connotation of brand — — reflected in the two most important aspects of the combination of:
Visibility + reputation
Any proct or service, if only the lack of visibility and reputation so, doomed to survive in a short time after the loss of the capacity. Unfortunately, our enterprises for short-term benefits of development, the effect of the pursuit of rapid expansion, often focus on advertising with a huge reputation and are unwilling to spend money on training and reputation. The consequences of doing so is very dangerous, and once the mature enterprises and brands into the market, the only known enterprise competitiveness in the market is vulnerable.
3, corporate brand strategy and the operation of enterprises
China's large cities have a strong consumer brand consumer awareness, and small and medium cities and the rural market has graally increased brand awareness. Young people in pursuit of well-known consumer brands to achieve self-worth, and has become a fashion, but their young in the consumption of foreign brands such as Nestle, McDonald's even grow up in the pursuit of development into a fashionable for foreign brands, which can not but have know people are worried about the domestic national brands.
In the Chinese market, foreign brands through joint ventures, wholly-owned or mergers and acquisitions, and other means, to create a successful brand localization. By contrast, China, aside from opening up earlier, fully competitive instries, such as home appliances, cosmetics, food and beverage instries better brand development, the protection of national policies and restrictions instries, brand marketing is still a blank, the real strength almost no brand. Qin has bolstered the pool, love, domestic giants such as national brands are also short-lived.
Along with the constant development of China's market, segmentation of the market for different consumer customer base, target marketing, brand marketing and corporate marketing is a natural choice. Enterprises can successfully carry out a brand marketing, to establish their own strong brand, and the company's business is closely related to long-term strategy, because, brand strategy depends on the business strategy. Most domestic brands do not last long, and domestic enterprises closely related to the lack of long-term business strategy.
Second, corporate brand strategy in China's enterprises in the status of current operations and commercial enterprises in the implementation of brand strategy on what is the situation? Generally speaking, the implementation of brand strategy, to develop their own brands or just aware. First, this awareness comes from the Government's guidance, and the second is derived from the practice of market competition. In particular the practice of the market, many commercial enterprises in the increasingly fierce market competition, the competition moves to all left-right and difficult process to be effective, and that some colleagues open a new path, develop their own brand goods has repeatedly won . In Shanghai, there are three gun licensing underwear, opened a licensing costumes, ancient and modern, licensing bras, silk king, love built clothing, and so on, these commercial counterparts, as developing its own brand of goods e to enterprises in the same fierce competition , a way out of tight encirclement, an instant, become a Jingyi development of large enterprises. Chunlan licensing more nearby air conditioning, have embarked on a journey in the world (although Chunlan manufacturers of brand development, but commercial Chuleibangtong). So many commercial enterprises realize that, for commercial development until today, can not walk the road of traditional, modern business should follow the road to implement and promote brand strategy, develop its own brand goods
However, many commercial enterprises aware of the brand strategy is one thing, in practice, there was one thing. At present, commercial enterprises in practice, there is a brand strategy that should not be overlooked some problems. The main ones are:
First, the implementation of brand strategy vague concept. Heard a number of commercial enterprises should implement and promote brand strategy, immediately cast their eyes on the development of the famous procers of goods. Think that these manufacturers and more contact, more luxury goods business, engage in some Monopoly and special distribution of the categories, is to implement and promote the brand strategy. In fact, this is a big misunderstanding. We do not rule out the adoption of Trade and Instry and jointly promote the implementation of brand strategy, but commercial implementation of the direct meaning of the brand strategy is a commercial development of its own brand procts, is to use commercial city close to the taste of their own market-led development of the great advantages of brand merchandise. This is a huge and heavy project, a lot of efforts is not simple and can be used to promote their success. Second, the lack of the sense of urgency in the implementation of brand strategy. Commercial implementation of brand strategy that is important, but now businesses lot of things to do. Furthermore, the implementation of brand strategy since it is a systematic project, not overnight, and this matter should be carried out slowly. At present, the most important thing is to grasp boost sales, other things must be put for a while. In fact, to boost sales grasp of course important, but how to lead it forward instead of grasping has taken a variety of expanded sales, marketing measures are ineffective?. Its repeated defeated each, it would be better to study Henxiaxin brand strategy, from here to find the breakthrough point, so the right direction. Commercial enterprises have the sense of urgency in the implementation of brand strategy. Third, I do not know where to start. Or the implementation of brand strategy of relying on the theory of a lack of or limited to enterprises brand strategy, the development of its own brand procts of the material conditions is not sufficient, some commercial enterprises in the current implementation of brand strategy at a loss Moze. One of the moves was confused to see how others do, especially peer-to pursue their own brand, and then to follow suit. In fact, this is the most detestable. Because of the implementation of brand strategy, is a new knowledge, is the so-called knowledge economy, and there are not too many things can be off-the-shelf . Furthermore, the pursuit of innovation itself is a new word, it is necessary to各显神通is, how good the others behind with the suit.抱定everything to a purpose, it is from their own actual conditions. Only by proceeding from reality and to develop their own brand procts with personality, which is vital. Fourth, the lack of appropriate mechanisms. At present, many commercial enterprises are establishing a modern enterprise system. One of the key issues is to implement the asset ownership and the right to operate the separation. Only the implementation of such separation, business operators have an independent character. This implementation of the brand strategy is necessary. But now many commercial enterprises still do not have ownership of the assets and operating rights of separation, or even with the implementation of separation, but not strictly defined, is not clear, so that operators still lack complete independent personality. This advance in the implementation of brand strategy and, inevitably proce short-term behavior. The brand strategy is a short-term taboo acts. Because of the brand strategy is a process. This process must have continuity, short-term behavior, the brand strategy is not well cultivated. Therefore, commercial enterprises and promote the implementation of brand strategy we must solve problems in the operational mechanism. Third, the operation of enterprises in brand strategies of flexibility in the use of
So, how should the current commercial enterprises and promote the implementation of brand strategy led by the then I think that we should do the following main aspects:
1, we should establish a strong sense of brand strategy
The operators of commercial enterprises, is the first large-scale commercial enterprises (Group) operators, we have to learn modern business knowledge, and understanding of domestic and international business development of the situation, assess the situation and promptly seize opportunities, and promote the implementation of the enterprise's brand strategy . Profound understanding of the implementation of brand strategy, at this stage, and compete for market share, seek survival and development of enterprises is one of the means. More business for the country, as to make e contributions to the nation a big way. Aspiring business operators, entrepreneurs, and should such a concept and create a strong sense of brand development strategy, with a high sense of political responsibility and a sense of urgency to implement and promote the enterprise's brand strategy. 2, selecting the right market position, set a strategic brand
Commercial enterprises operating normally types of goods, at least hundreds, then thousands more. Implementation of the brand strategy is not necessary, it is impossible to develop such a multi-brand merchandise. But after a market survey, from the actual conditions of the enterprises, the development of one or two brands (usually a brand it a foot). At present, the world's 500 major brands, however strong, and large enterprise groups only 500. The key is to modern science and technology and society of mass proction, consumer goods are more and more homogenization of the circumstances, the development of the same commodity, it is necessary to reflect heterogeneity. Only this is the heterogeneity of the success of brand development, the key element. This heterogeneity of the market, according to the development of consumer demand. It is all well-known brands to the development of this proct in the same category before the heterogeneity of success. This heterogeneity is taking following the market.
『贰』 关于品牌营销理论的英文原文文献，还有对应的中文翻译
读英文不是对照中文，同样的东西用2种文字学习，等于是脱裤子放屁费二遍事，对不对？那就直接引用英文好了，不用翻译。
『叁』 一篇有关于市场营销STP策略的外文文献及中文翻译，中文翻译3000字左右！
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『肆』 急！！！求市场营销方面的外文翻译
一、 商品销售
研究市场营销职能，经验的做法是从商品销售入手。美国市场营销协会定义委员会1960年曾发表过这样一个定义：“市场营销是引导商品或劳务从生产者流向消费者或其使用者的一种企业活动。”这个定义虽不承认市场营销就是销售，但是认为市场营销包含着销售，也包含着对商品销售过程的改进与完善。许多学者认为这个定义过于狭窄，不能充分展示市场营销的功能。然而，不论其是否恰当，这个定义清楚地揭示了市场营销与商品销售的关系。
商品销售对于企业和社会来说，具有两种基本功能，一是将企业生产的商品推向消费领域；一是从消费者那里获得货币，以便对商品生产中的劳动消耗予以补偿。企业是为了提高人们的生活水平而采用先进生产组织方式进行社会化生产的产物。在资源短缺的现实经济中，它通过在一定程度上实现资源集中和生产专业化，能够利用规模经济规律来提高生产效率，创造和传播新的生活标准。商品销售是生产效率提高的最终完成环节，即通过这个环节把企业生产的产品转移到消费者手上，满足其生活需要。在另一方面，社会选择市场和商品交换方式，在企业转让产品给消费者的同时，通过让企业获得货币，是因为社会需要保持企业生产经营的连续，以便更多地获得提高生产效率的好处。通过商品销售，让商品变为货币，社会可以为企业补充和追加投入生产要素，而企业因此也获得了生存和发展的条件。
商品销售十分重要。企业需要尽最大努力来加强这一职能。其具体的活动包括：寻找和识别潜在顾客，接触与传递商品交换意向信息，谈判，签订合同，交货和收款，提供销售服务。然而，进行商品销售是有条件的。要顺利进行商品交换的有关条件包括：（1）至少有两个主体，他们分别拥有在自己看来是价值相对较低、但在对方看来具有更高价值的有价物（商品、服务的货币），并且愿意用自己所拥有之物来换取对方所拥有的有价物；（2）他们彼此了解对方所拥有的商品的质量和生产成本；（3）他们相互之间可以有效地进行意见沟通。例如洽谈买卖条件，达成合同；（4）交易发生后他们都能如意地消费和享受所得之物。但是常常发现，这些条件不是处处成立的，因此企业经常会面临销售困难的局面。为了有效地组织商品销售，将企业生产的商品更多地销售出去，营销部门就不能仅仅只做销售工作，还必须进行市场调查研究、组织整体营销、开发市场需求等活动，而且要等到后面这些工作取得一定效果以后，才进行商品销售。
First, merchandise sales
Research marketing functions, experience from the practice of selling goods start. American Marketing Association definition of the Commission in 1960 had published such a definition: "Marketing is to guide procers of goods or services from consumers or users of the flow of a business activity." This definition does not recognize the marketing is marketing, But that marketing includes sales, also includes the sale of goods to improve and perfect the process. Many scholars believe that this definition is too narrow, can not fully demonstrate the functions of marketing. However, regardless of whether they are appropriate, this definition clearly reveals the marketing and merchandising relationship.
Sales of goods for business and society, has two basic functions, the first enterprise to the proction of consumer goods areas; First, from the consumer to obtain money, goods to the proction of labor compensation to be consumed. Enterprises is to improve people's living standards and the use of advanced proction organization concted a proct of social proction. The reality of the shortage of resources in the economy, it adopted a certain extent, to achieve the concentration of resources and proction specialization, to take advantage of economies of scale to improve proctivity, create and disseminate new standard of living. Sales of goods is more efficient proction of the final links, through this part of the proction of procts transferred to the hands of consumers to meet their needs. On the other hand, social choice markets and commodity exchange, the transfer of enterprise procts to consumers at the same time, through which enterprises will be able currency, because society needs to maintain a continuous enterprise proction and management, to improve access to the benefits of improved proction efficiency . Through the sale of goods, commodities into money, social enterprises can add and additional input factors of proction, and the corporate therefore also has been the survival and development conditions.
Sales of goods is very important. Enterprises need to make the greatest efforts to strengthen this function. Their specific activities include: find and identify potential customers, contacts and exchange of goods intention to convey information, negotiations, contracts, delivery and collection, provide marketing services. However, sales of goods is conditional. To smooth the commodity exchange the conditions include: (1) at least two of the main, they were in their possession appears to be relatively low value, but on the other side seems to have a higher value of the price of (goods, services Currency), and is willing to use their own were owned by owned by the other party in exchange for the valuables, (2) by their mutual understanding of each other's proct quality and proction costs, (3) between them can be effectively concted an opinion Communication. For example, negotiate terms, a contract, (4) After the transaction can be smug in their consumption and enjoyment of the proceeds. But often found that these conditions are not set up everywhere, and therefore enterprises often face the difficult sales situation. In order to effectively merchandise sales organizations, enterprises will be more proction of goods sold, marketing departments can not be only on the sale, must also conct market research, marketing organization as a whole, the development of market demand and other activities, but we have to wait until after these Achieved a certain effect, the only commodity sales.