1、目 录外文译文.11 品牌促进企业的成长.11.1通过影响顾客的购买心理和购买选择偏好，扩大产品的销售.11.2通过提高品牌的认知，创造产品的附加价值.11.3通过强化顾客对品牌的联想和忠诚，提高产品的竞争能力.22 企业不同成长阶段的品牌策略.32.1创业期的品牌策略.32.2成长期的品牌策略.32.3成熟期的品牌策略.42.4衰退期的品牌策略.5外文文献.71 Brand can promote the growth of the enterprise.71.1 Expanding the sale volume with Affecting customers purchase psyc
2、hology and purchase choice.71.2 Creation product attachment value with improving the cognition of the brand.81.3 Improving the competitive ability with strengthening customers association and loyalty to the brand.82 Enterprise brand strategy in different growth stage.92.1 Startup stage brand strateg
3、y.92.2 Growth period brand strategy.102.3 Mature period brand strategy. .11 2.4 Decline period brand strategy.13外文译文1 品牌促进企业成长新经济时代的企业营销面临的最主要问题是如何建立和管理企业的品牌。谁拥有强有力的品牌，谁就拥有了竞争的资本。未来的营销是品牌的战争。企业的品牌从默默无闻发展成为一个著名的成功品牌，是一个从小到大的过程，是和企业成长的生命周期密切相关的。企业处在不同的成长阶段，面临的经营环境、经营战略重点各不相同，相应的品牌战略的重点和特色也有所不同。作为企业声誉与
4、信息的组合体，品牌是企业及其产品所包含的技术、质量、功能、文化、市场地位等引发形成的信息系统，是企业及其产品识别的符号系统。品牌通过其内涵的信息系统及市场对它的反应评价，影响市场的行为，产生有利于该企业的行为偏好，并进一步区别于有形要素的存在，成为企业的无形资产而发挥功能，实现其经济价值，推动企业的成长。大量中外企业的实践证明，品牌是促进企业成长的主要动力，而且品牌对企业的贡献随着企业的成长日益扩大。1.1通过影响顾客的购买心理和购买选择偏好，扩大产品的销售品牌在顾客心目中是企业和产品的标志，代表着产品的品质、特色，代表着企业的经营特色、质量管理要求等。顾客通过品牌可以非常容易地获取和辨别有关
5、的信息，获取信息成本的下降意味着顾客购买成本的下降。而顾客熟悉的品牌或者知名度较高的品牌，又使顾客的购买风险感觉系数下降。这两个方面的综合作用使顾客的购买心理和购买行为形成了对某种品牌产品的选择偏好，从而扩大了产品的销售。1.2通过提高品牌的认知，创造产品的附加价值品牌知名度可以通过广告迅速建立，但品牌的认知则需企业投入不懈的努力。品牌认知是通过顾客对品牌品质的一种主观判断建立的。顾客对品牌的感觉品质与产品的实际品质可以一致也可以不一致，当顾客对品牌的感觉品质超过了产品的实际品质，就能使产品增加价值。由于感觉品质的提高可以使产品的附加价值相应地得到提高，导致产品具有较大的边际利润，在价格上升时
6、，消费者反应缺乏弹性，价格下降时则富有弹性，这也是名牌产品之所以能够获得比一般产品更高利润空间的原因所在。1.3通过强化顾客对品牌的联想和忠诚，提高产品的竞争能力。当顾客对品牌有了整体认知了以后，企业可以通过强化顾客对品牌的联想和忠诚进一步推动品牌对企业成长的促进作用。企业可以借助已经成名的品牌，利用顾客的品牌联想，成功地进行品牌延伸，扩大企业的产品组合或延伸产品线，推出新产品，提高竞争力。顾客的品牌忠诚一旦形成就会很难受到竞争产品的影响。当市场趋向成熟，市场份额相对稳定时，品牌忠诚是抵御同行竞争者攻击的最有力的武器，品牌忠诚为其他企业进入构筑壁垒。品牌忠诚形成了一批忠诚的顾客和稳定的市场，直
7、接结果便是市场份额的扩大，从而使企业的销售额增长、交易成本降低，从而使企业获得额外的利润，所以，品牌可以看成企业保持竞争优势的一种强有力工具。2 企业不同成长阶段的品牌策略企业在其不同成长阶段有各自的成长特点，那么企业在实施其品牌战略时也应针对这些不同特点，采取不同的品牌策略，以适应企业成长各阶段的不同要求，达到企业品牌战略的目标。2.1创业期的品牌策略创业期建立品牌的一个基本要求是企业自身实力较强，有发展前途，产品的可替代性很高，即竞争产品之间的差异性非常小，理性的利益驱动不足以改变顾客的购买行为。如果企业选择建立自己的品牌，那就要在创业一开始就树立极强的品牌意识，对品牌进行全面的规划，在企
8、业的经营、管理、销售、服务、维护等多方面都以创立品牌为目标，不仅仅是依赖传统的战术性的方法，如标志设计和传播、媒体广告、促销等，而是侧重于品牌的长远发展。许多国内企业总想一蹴而就，把品牌战略简化成如何尽快打响品牌知名度的问题，利用知名的商业媒体在短时间内造就一个又一个知名度很高的品牌，但大多数却是昙花一现，究其原因在于企业在建立品牌过程中没有对品牌进行全面的规划，确定品牌的核心价值。因此，企业在创业期创立品牌，除了要尽快打响品牌的知名度以外，关键的问题是要确立品牌的核心价值，给顾客提供一个独特的购买理由，并力争通过有效的传播与沟通让顾客知晓。尽管品牌化是商品市场发展的大趋向，但对于单个企业而言
9、，是否要使用品牌还必须考虑产品的情况和顾客的实际需要，尤其对实力较弱的中小企业来说，受企业规模、人员、资金、时间的制约，对于在生产过程中无法形成一定特色的产品，或由于产品同质性很高，顾客在购买时不会过多地注意品牌的产品，无品牌化策略不失为一个可选的方法，这样可以节省费用，扩大销售。企业在创业期，如果既想使其产品具有品牌效应的优势，又不想花很多的精力创立品牌的话，那借用零售商品牌的策略是一条捷径。企业采用中间商品牌，可以降低成本，赢得价格优势，利用中间商的优势，省去寻找分销渠道和促销等大量工作。但对一个目标远大，力创自己名牌的企业，使用中间商品牌只能是权宜之计。2.2成长期的品牌策略当企业步入成
10、长期时，提高品牌的认知度、强化顾客对品牌核心价值和品牌个性的理解是企业营销努力的重点。品牌认知度不等同于品牌知名度。品牌知名度只是反应了顾客对品牌的知晓程度，但并不代表顾客对品牌的理解。顾客通过看、听，并通过对产品感觉和思维来认识品牌。建立品牌认知，不仅仅是让顾客熟悉其品牌名称、品牌术语、标记、符号或设计，更进一步地是要使顾客理解品牌的特性。目前中国的众多产品是有知名度，但品牌认知度整体上十分低，即顾客对国产品牌的整体印象远不如对国外品牌的认知度高，很重要的原因是企业没有传递给顾客一个清晰的，能满足顾客需求的核心价值和品牌个性。要提高品牌认知度，最重要的途径是加强与顾客的沟通。顾客是通过各种接
11、触方式获得信息的，既有通过各种媒体的广告、产品的包装、商店内的推销活动，也有产品接触、售后服务和邻居朋友的口碑，因此，企业要综合协调的运用各种形式的传播手段，来建立品牌认知，为今后步入成熟期打下良好基础。建立、提高和维护品牌认知是企业争取潜在顾客、提高市场占有率的重要步骤。成长期的企业由于资源相对于消费需求的多样性和可变性总是有限的，不可能去满足市场上的所有需求，因此企业必须针对某些自己拥有竞争优势的目标市场进行营销。品牌定位是企业为满足特定目标顾客群的，并与产品有关联的独特心理需求为目的，并在同类品牌中建立具有比较优势的品牌策略。通过锁定目标顾客，并在目标顾客心目中确立一个与众不同的差异化竞
12、争优势和位置，连接品牌自身的优势特征与目标顾客的心理需求。在当今这个信息过度膨胀的社会里，只有有效地运用定位这种传播方式和营销策略，才能使品牌在激烈的竞争中脱颖而出。这样，一旦顾客有了相关需求，就会开启大脑的记忆和联想之门，自然而然地想到该品牌，并实施相应的购买行为。2.3成熟期的品牌策略企业进入成熟期，在市场已经站稳了脚跟，但由于竞争者的大量加入和产品的普及，竞争变得尤为激烈。因此，企业应该根据成熟期的市场、产品、竞争特点，提高企业品牌的忠诚度，进行适当的品牌延伸。品牌忠诚度是顾客对品牌感情的量度，反映出一个顾客转向另一个品牌的可能程度，是企业重要的竞争优势。它为品牌产品提供了稳定的不易转移
13、的顾客，从而保证了该品牌的基本市场占有率。因此，培育品牌忠诚度对企业来说至关重要，“最好的广告就是满意的顾客”，如果企业能在创业期和成长期注意宣传该品牌，并提供给顾客的一个完整的从选择原材料，到为顾客提供的售后服务的一系列责任的价值体系，在企业和顾客之间建立融洽的关系，那么，在成熟期企业可运用顾客对该品牌的忠诚来影响顾客的行为。顾客的品牌忠诚一旦形成就会很难受到竞争产品的影响。品牌忠诚是品牌资产中的最重要部分，品牌资产最终是体现在品牌忠诚上，这是企业实施品牌战略的根本目标。然而，消费者的品牌忠诚绝不是无条件的，它根源于企业对该品牌严格的技术要求，即该品牌有卓越的品质保证。品牌延伸是将现有成功的
14、品牌用于新产品或经改进的产品上的一种策略。品牌延伸并非只借用表面上的品牌名称，而是对整个品牌资产的策略性使用，是企业实现品牌无形资产转移、发展的有效途径。采用品牌延伸，企业不仅可以保证新产品投资决策的快捷准确，而且有助于减少新产品的市场风险，节省新产品推广的巨额开支，有效地降低新产品的成本费用。通过品牌延伸，企业可以强化品牌效应，增加品牌这一无形资产的经济价值和核心品牌的形象，提高整体品牌组合的投资效益。尤其在新技术环境条件下新延伸的品牌，不仅在时间上可以根据市场变化迅速推出与之相适应的产品，而且改变了传统品牌以往单纯依靠自我的力量发展和延伸品牌的策略，与其他行业在技术应用、市场推广和新产品开
15、发方面共同寻求产品创新联合发展的道路，以图摆脱单纯价格竞争的桎梏，适应新经济环境下市场的变化。企业在成熟期由于竞争者的大量涌入，因此，通过建立品牌组合，实施多品牌战略，能尽可能多地抢占市场，避免风险。实行多品牌，可以使每个品牌在顾客心里占据独特的、适当的位置，迎合不同顾客的口味，吸引更多的顾客，能使企业有机会最大限度地覆盖市场，使得竞争者感到在每一个细分市场的现有品牌都是进入的障碍，从而限制竞争者的扩展机会，有效地保证企业维持较高的市场占有。但是企业实施多品牌，有可能会面临跟自己竞争的危险，抢自己原有品牌所占的市场份额。因此最有成效的多品牌策略是使新品牌打入市场细分后的各个细分市场中。这种策略
16、的前提是市场是可以细分的，一个成功的企业往往会利用市场细分，去为重要的新品牌创造机会。2.4衰退期的品牌策略在这个阶段，企业应着眼未来，退出衰退期产品的竞争，把精力投入到二次创业上。企业可实施品牌重新定位、品牌创新等策略重新进入市场。一种品牌在市场上最初的定位可能是适宜的、成功的，但是到后来企业可能不得不对其重新定位。品牌需要重新定位的原因是多方面的，如竞争者可能推出类似定位的品牌，抢夺企业的市场份额；顾客偏好也会转移，对企业品牌代表的产品需求减少；或者企业决定进入新的细分市场。在这时期，企业的原有产品技术走下坡路，销售额下降。在做出品牌再定位决策时，企业首先应考虑将品牌转移到另一个细分市场所
17、需要的成本，包括产品品质改变费、包装费和广告费。一般来说，再定位的跨度越大，所需成本越高。其次，要考虑品牌定位于新位置后可能产生的收益。收益大小是由以下因素决定的：某一目标市场的顾客人数；顾客的平均购买率；在同一细分市场竞争者的数量和实力，以及在该细分市场中为品牌再定位要付出的代价。随着企业经营环境的变化和顾客需求的变化。品牌的内涵和表现形式也要不断变化发展，以适度顺应消费者求新求变的心理。企业在进入衰退期后，由于内部和外部原因，企业品牌在市场竞争中必然出现知名度、美誉度下降，销量、市场占有率降低等品牌失落的现象，因此只有不断设计出符合时代需求的品牌，品牌才有生命力。品牌创新是品牌自我发展的必
18、然要求，是克服品牌老化的唯一途径。现代社会，技术进步愈来愈快，一些行业的产品生命周期也越来越短，同时，社会消费意识、消费观念的变化频率也逐步加快，这都会影响到产品的市场寿命。因此，必须不断更新品牌的内涵、保持品牌的生命力。如可口可乐，从1886年创立至今已有100多年历史，它之所以能够保持长盛不衰，一个很重要的原因就是它不断地给自己的品牌注入新的内涵。它至今已采用过30多个广告主题，90多句广告标语，目的就是一个，不断地适应和满足新的需求。William Sahlman. Harverd Business Reveiew. 2004外文文献1 Brand can promote the gro
19、wth of the enterpriseIn the new economical time, marketing of the biggest problems is how to establish and manage an enterprises brand. Whoever has a strong brand, the competition will have the capital. In the future marketing is the brand name of the war . Corporate brand from unknown to develop in
20、to a famous brands success is a small to large process, and the enterprise is the growth of the life cycle closely related. Enterprises at different stages of development, the business environment, business strategies focused on the different, the corresponding brand strategy and the focus has diffe
21、rent characteristics.Reputation as a business and information mix, brand enterprises and their products are included in the technology, quality, function, culture, position in the market triggered the formation of information systems, enterprises and their products are identifiable symbol system. Br
22、and, through its connotations of market information system and its response evaluation, which would affect market behavior, have the benefit of the enterprises behavior preferences, and further distinguishes it from the tangible elements of existence, become a functioning and intangible assets, the
23、realization of their economic value and promote the growth of enterprises. A large number of Chinese and foreign enterprises of practice has proved that the brand is promoting enterprise growth is the main driving force Brand and the contribution of enterprises with the growth of enterprises have be
24、en expanding.1.1 Expanding the sale volume with Affecting customers purchase psychology and purchase choiceBrand in the eyes of customers and products is a sign that represents product quality, characteristics, represent enterprises operating characteristics, quality management requirements. Custome
25、rs through brand can be very easy to identify and access the information, Access to information means that the costs of customer acquisition cost decreased. And the customer familiar with the brand or higher brand visibility, and also allows customers to purchase coefficient decreased risk perceptio
26、n. These two aspects of the comprehensive role of the customers buy psychological and purchase behavior of a certain brand products Preferences, thus broadening the product sales.1.2 Creation product attachment value with improving the cognition of the brandBrand awareness through advertising can qu
27、ickly established, but the brand awareness required enterprises to put unremitting efforts. Brand awareness is a customer of the brand through the quality of a subjective judgment to establish. Brand of customer quality and the feeling that the actual quality of product line can also be inconsistent
28、, When customers feel right brand of product quality more than actual quality, we will be able to make value added products. Due to the feeling of quality products can enhance the value corresponding to be improved lead to products with higher profit margins, the price to rise, consumers lack of fle
29、xibility, lower prices when it is flexible, This is the reason why access to brand-name products than generic products and higher profit margins to the reason why.1.3 Improving the competitive ability with strengthening customers association and loyalty to the brandWhen customers on the overall bran
30、d awareness of, Enterprise customers can enhance the Lenovo brand and brand loyalty to further promote the growth of the enterprise, for example. Enterprises can take advantage of the already famous brands, customers using the Lenovo brand and successfully carried out the brand extension, expanding
31、the product portfolio or extend product lines, introducing new products and enhance competitiveness. Once brand loyal customers they will be very difficult to affect the competitiveness of products. When the market maturity, and market share is relatively stable, Brand loyalty is to resist peer comp
32、etitor to attack the most powerful weapons, brand loyalty for other enterprises to build barriers to entry. Brand loyalty developed a number of loyal customers and the stability of the market, is the direct result of the expansion of market share, so that the enterprise sales growth, reduce transact
33、ion costs, thereby enabling enterprises to obtain additional profits, so Brand can be seen as enterprises to maintain a competitive advantage powerful tool.2 Enterprise brand strategy in different growth stageEnterprises in different stages of growth with its own growth characteristics, businesses i
34、n the implementation of its brand strategy also should address the different characteristics of different brand strategy, adapted to the growth stage of the different demands of corporate brand strategy to achieve the goal. 2.1 Startup stage brand strategy.A startup stage establishment brand basic r
35、equest is enterprise own strength is strong, has the development future, the product interchangeability is very high, namely between the competition product difference is extremely small, the rational benefit actuation is insufficient to change customers purchase behavior. If the enterprise chooses
36、establishes own brand, that must in the startup from the very beginning on the setting up greatly strengthened brand consciousness, carry on the comprehensive plan to the brand, in enterprises management, the management, the sale, the service, the maintenance and so on various all take establishes t
37、he brand as the goal, is not merely relies on traditional the tactical method, like the symbol designs and disseminates, the media advertisement, the promotion and so on, but is stresses on the brand long-term development. Many domestic enterprises always want to get it done in one action, how fires
38、 as soon as possible brand strategy Jian Huacheng brand well-knownness the question, uses the well-known commercial media in a short time to accomplish an well-knownness very high brand, but majority is actually appears briefly, investigates its reason to lie in the enterprise not to carry on the co
39、mprehensive plan in the establishment brand process to the brand, definite brand core value. Therefore, the enterprise in the startup stage establishment brand, besides must fire the brand as soon as possible well-knownness, the essential question is must establish the brand the core value, provides
40、 a unique purchase reason to the customer, and argues vigorously through the effective dissemination and the communication lets the customer know.Although the brand is the commodity market development big trend, but speaking of the single enterprise, whether has to use the brand also to have to cons
41、ider the product the situation and customers actual need, to the strength weak small and medium-sized enterprise, the enterprise scale, the personnel, the fund, the time restriction, regarding is been unable in the production process to form especially certain characteristic the product, or because
42、the product homogeneity is very high, customer when purchase cannot excessively many pay attention to the brand the product, does not have the brand strategy not to lose is the method which may elect, like this may save the expense, the expanded sale.Enterprise in startup stage, if both wants enable
43、 its product to have the brand effect superiority, and does not want to spend the very many energy establishment brand the speech, that borrows the retail merchant brand the strategy is a shortcut. The enterprise uses the middle man brand, may reduce the cost, wins the price superiority, uses middle mans superiority, omits seeks retails the channel and the promotion and so on the massive work. But is broad to a goal, the stre
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