关于品牌营销的外文文献综述

㈠ 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.

㈡ 三只松鼠品牌营销文献综述2015-2017年的中文文献和外文文献从哪能找到

网络 我的电商历史图库 搜三只松鼠 从店铺首页去整理每次的活动文案 活动利益点之类的

㈢ 本科品牌营销的毕业论文文献综述谁能给我找一篇啊就文献综述！包括参考文献在内。4000字的。

南邮的吧你

㈣ 关于“连锁超市营销策略”的外文文献和文献综述。（3000字左右）

hi我把

㈤ 国内外对品牌营销的研究现状

品牌是来一个企业的代名词，在产自品日益同质化的经济社会，要缔造一个能够代表企业的产品特色和价值理念的强势品牌，往往要花费几年、几十年甚至更长的时间。本文对国内外比较成功的品牌管理思想及其区别进行深度解析。

营销的好坏关系到企业的生存和商品的销售，画画大家都可以做到只是有些人画的好看与不好看而已，其成本相差都不大，都是一张纸、一跟画笔、还有一些颜料，但是有的画送人都没人要有的却要花几亿去购买，营销咨询公司认为，将产品附加一些价值。

(5)关于品牌营销的外文文献综述扩展阅读：

营销策划是在对企业内部环境予以准确地分析，并有效运用经营资源的基础上，对一定时间内的企业营销活动的行为方针、目标、战略以及实施方案与具体措施进行设计和计划。

营销策划的实质，是通过各种形式和媒介平台，实现和消费者的心理沟通，以达到销售的目的。

品牌策划的主体是品牌，营销策划的主体是营销。品牌的策划目的在于让品牌的知名度、美誉度、忠诚度提高，而营销策划的目标是为了市场销售，也就是所谓的卖货。这两者的出发点就导致了本质上的区别。

㈥ 求有关品牌营销的文献综述

《营销策划：营销应该透过品牌来整合》

管品牌是一门大生意、大资产，但品牌管理目前还处于初级阶段。真正意义上的品牌战略管理需要全面整合企业经营资源，系统地开辟新的业务范围，创建市场竞争优势。

传统营销受到挑战

时下的市场营销只关注推出新产品的运作过程，把品牌只当作一种单纯、极端的行动指令，局限于广告、包装和商标等宣传活动，即品牌的形象管理方面。从现在开始，企业将面临这样的战略抉择：企业如何保持持久的竞争优势？企业如何扩张新业务？企业如何提升赢利能力？

新经济时代下高速度和快节奏是新经济时代的特征之一，速度很自然地成为竞争中的一个重要因素，因此，今天的企业必须迫切地反思业务使命和经营战略，调整状态，以适应未来的市场变化与发展。今天竞争者千变万化，技术日新月异，顾客千差万别。企业要想长期立于不败之地，只有不断地创新竞争优势，创造强势品牌。

在“业务如例行公事”的日子里，企业只要生产产品，积极推销和大量的广告投入就能成功，这被称为“营销”。这是种"大街上的人"的普遍营销观点。然而，不幸的是许多企业就是这样认为，也正在这样做，但这些营销观点是一帖造成灾难的配方。目前，大多数企业的营销推广活动多采取一套营销传播“食谱”，并编成详细的指导原则。例如，推广产品需要：“一汤匙”新闻稿、“二杯”电视广告、“二克”报纸广告、“一份宣传册”和“一个”促销。这样很难创造良好的市场效益；或者一时市场反应较好，但却难以持久。广告费不应该白白花掉，而是预期有具体回收计划的投资。广告传播是现代企业经济中最具风险的投资之一，现今人们可以这样认为，至少四分之三的广告开支可以说是颗粒无收。如果一家企业耗资千万元投资一条新的生产线，但却不去考虑它的回报，以及并不确信产品销售额有所提高，您认为这可能吗？我们一定会说“这绝对不可能”。这种事情在市场营销中并不少见，市场攻势破费百万金钱，却难以叩开市场之门。

今天的顾客面对的每一种商品都品目繁多，顾客对产品质量和服务的需求多种多样，而且日益增长，但是对价格的期望则越来越低。

如今因科技的进步，产品的同质化越来越高，一些配销的方式及通路的特点，也很容易被抄袭和效仿，当一个新品上市后，会有“一大群”同类产品跟进，分割开拓者的市场，并迫使你不得不降价，并与其展开拼命的搏杀，而且使你身陷险境，遭受多面冲击和危胁，竞争者努力钻营的结果，将使得流通上获的利润减少，许多厂商把营销网织得很大，也未能获得市场上的优势。传统营销受到前所未有的挑战。

经营品牌而非产品

传统管理模式通常只是在产品资格证上大做文章，而企业不可回避的是要在品牌战略管理上下功夫。许多企业拥有产品管理人员，但有很多问题。随着越来越多的品牌不断扩张，派生出种类繁多的产品，管理职能也分散下放到基层决策机构，长此以往，决策部门在没有基层参与的情况下的决策往往对品牌不利。

品牌不是产品，但它赋予产品意义并确定产品的形式、形象和价值。企业发现，品牌管理已是战略性的管理，需要全面系统的规划管理。品牌向管理人员提出了一系列新问题：企业需要多少新的品牌？如何管理品牌？如何策划品牌扩张？品牌扩张应包括哪些产品和服务项目？品牌扩张应避开哪些领域？如何解决经营范围限制和维持销售额之间的矛盾？战线拉得太长会削弱品牌权益，反之亦然。随着技术进步、产品更新换代和顾客交替更迭，如何保持品牌永久的生命力并使之适应时代的发展，获得永久魅力？如何使单一品牌下的多种产品的销售实现综合平衡并最大限度获取利润？如何利用产品品牌的关系优化品牌形象？品牌是否具有成为国际品牌的潜力？品牌国际化有何利弊？许多企业使用共同品牌。品牌形象策划与企业形象策划之间有何不同？既然品牌有价值，如何衡量评估它的价值并有效地进行调查和管理？是否应把品牌价值列入资产负债表并将其实际经济价值向股东、投资者和商业伙伴公布？

其中心概念是品牌的品质，不是品牌的形象。这种品质需要界定和管理，是品牌管理的核心。它需要开创新思路、探索新方法。

新经济时代里，无形资产决定企业价值，新经济在向企业展示其无穷魅力的同时，也对企业提出了更高的要求。对于众多的传统企业来讲，认清形势才能更好地抓住机遇，迎接挑战。企业在什么行业并不重要，短期的收入也不重要，关键看它拥有的无形资产。在《解读价值密码：成功企业是如何在新经济中创造财富的》一书中，利伯特认为，新经济时代衡量企业是否会成功有四条标准：一是公司的资产体系，包括知识、无形资产、信息、软件系统等，用反映现代经济的模式来判断；二是看它是否敢于面对风险，不仅是金融、实物方面的风险，还要敢于面对无形资产的风险；三是运用了当代最先进的技术；四是企业的价值取向，不仅是有形的资产，也要看无形资产。

在一些发达国家，一些优秀企业的有形资产与无形资产的比例已达到1:2或1:3。拥有知名品牌的公司，企业的品牌价值已远远超过其年销售总额，如可口可乐、麦当劳、迪斯尼、雀巢等均是如此。许多名牌由于市场覆盖面广，社会知名度高，因此给企业带来了巨大的经济效益。这些无形资产的经济价值要远大于其有形资产，其巨大的产权份量增强了企业发展的后劲，也是公司经济实力的体现。

企业经营的是品牌，而非产品，品牌使企业的内部资源得以优化配置，并为顾客创造真正的价值。

营销应该透过品牌来整合

21世纪将是名牌争夺天下的世纪，我国经济逐步融入国际市场，面临着更加激烈的竞争环境，进入了品牌竞争时代，市场竞争是产品质量、技术服务和价格等诸要素的竞争，诸要素的竞争最终要通过品牌竞争来实现。可以预言：21世纪将是名牌争夺天下的世纪。以名牌的经济实力为后盾来分割世界资源、拓展全球市场，将是国际经济运行的一大特点。

品牌战略是企业竞争取胜之道。当今，企业间的竞争已由单一的商品质量竞争，转向综合经济实力的竞争，而综合实力的竞争，最终是创造自己的品牌。谁要想成为一个优秀企业家，谁就要懂得并能熟练运用品牌战略。

企业创造了产品，市场创造了品牌，企业的竞争优势则集中体现在具有市场竞争优势的品牌。那么，企业不仅应为生产产品建立良好的管理体制和经营机制，更应该确立正确的品牌战略，从而创建有效的市场竞争机制。

品牌战略不仅仅是为了创造名牌，更是为了创造具有持久市场竞争优势的品牌。有了强势的品牌，才能形成强大的市场空间，尽可能地通过营销组织获得更大的销售利润。如果企业急功近利，过度地追求名牌效益，缺乏对未来市场战略性的思考，势必会造成重眼前、轻长远的经营行为。

企业经营机制的建立可控因素较大，而市场的机制较难以掌控，因为市场是在不断地变幻，消费观念的变化、市场结构的变化、竞争格局的变化、社会局势的变化等等，都可能使企业的营销组织及策略发生变化。因此，企业的管理应以市场为导向，营销组织及策略更应该以市场为导向，依据市场的不同时期，不同状况，来进行调整。那么，如何确立科学的营销策略成为现代营销组织探索的重要课题。企业管理是决策者思想及行为的体现，那么市场管理应该是品牌战略的集中体现。如果一个企业要想创造具有市场竞争优势的产品，必须拟定正确的品牌战略，从而全面展开企业的各项营销活动，通过品牌传达齐一的个性，一致的讯息以及采取统一的行动，这样，才能赢得消费者对品牌的认知，获得应有的市场效应。

产品的特征、功能、价值是品牌的一部分，而品牌则会有形象、服务及消费者的认知、忠诚等因素，现代市场营销的成功，不单单是指产品某一时期的营销成功，而应该是为长期保持品牌竞争优势的经营成功。整合不仅仅是集中和统一，更应该是创造品牌价值，才能达到长期持久的整合。所有的整合都应符合品牌战略的宗旨，所有的营销策略都应符合品牌战略的方针及原则，这样，才能进行有效的市场动态管理，依据品牌战略，制订不同时期，不同阶段的营销策略。通过品牌来保证策略的统一性、正确性、系统性。

营销不是策略的罗列，而是战略的具体表现，所有营销策略的目标都是为实现品牌总体战略目标服务的，品牌战略具有指导性、长期性；营销策略具有可操作性、阶段性。营销的各个策略应通过品牌来整合，这样长此以往，才能创造优势品牌，从而创造市场竞争优势。因此，品牌战略企划必须有敏锐的市场分析，简捷清晰的思考，并做出正确的判断。面对激烈的市场竞争，企业应发展出相应的策略去创造市场，而不是一成不变地保守经营。我们相信，现代企业唯有创造具有竞争优势的品牌方能立于不败之地。

产品是工厂所生产的，品牌才是消费者所购买的。

拥有市场比拥有工厂更重要，我们经营的是品牌而非仅销售产品。

产品极易过时落伍，但成功的品牌却能持久不坠。

迈入品牌竞争时代，当前经济界人士提出"迈入二十一世纪的入场券，生死悠关话名牌"，但如何创造品牌，制订品牌战略，这应该是现今企业家所面临的最为迫切的课题，但不管理论如何正确，都必须付诸于具体的实践，没有行动，就无法使理论变成现实。BIR品牌竞争解决之道，通过实战经验创立了一整套行之有效的品牌战略企划系统，把品牌竞争思想，形成具有系统的解决方案。相信，全新的观念，定能引发全新的变革。

㈦ 社会化媒体营销，有关品牌传播的外文文献综述 2010年之后的。求帮忙。要毕业了。

我们一样的论文。我也在求翻译呢= =要不要交流一下

㈧ 《基于文化传播的品牌营销》这篇论文文献综述怎么写急！急！急！

首先，我能够告诉你的是，由于你在这里的阐述的不够清楚，所以我没有办法给你提专供更多的回复给属你，文化传播，概括的范围太大太广泛了
其次，我给你的意见如下：
1.我不认为你这个是传播学和品牌营销的交叉课题，可能事实上，这里面的传播学是你达到品牌营销目的的手段运用。
2.如果你能够提供更多关于这个问题的实质部分，或许我能够给你意见出来。你可以发我的邮箱:[email protected]