1、 Brand Strategy Research Kapferer,J.H Available online 11 June 2010 Economic globalization,how to adapt to international trends,establish,a strong brand and enhance our competitiveness,have become pressing issues facing enterprises.Based on the analysis of the development of corporate marketing bran
2、d strategy in enterprise marketing role.Enterise needs to sue a variety of means of competition to increase brand awarenss, improve brand positioning, an create a good brand image. First, Japanese brands across the board defeat. November 22,2006 morning, NEC announced that it would withdraw from 2G
3、and 2.5mobile phone market ,which means that, following Sharp, Panasonic, Toshiba, Mitsubishi, Sanyo, a Japanese mobile phone manufacturers later withdraw from the Chinese market, Japanese mobile phone has almost all except Kyocera 2G mobile phone market in China out of contention. If we sum up the
4、Chinese household appliance market, today any different from ten years ago,I think the biggest difference is that Japanese companies in China, Japanese home appliance market downturn, the following main reasons: First, rigid enterprise system, decision-making difficult, the reaction was slow, incomp
5、atible with the reality of the Chinese market ,it is difficult to adapt to the rapidly changing Chinese market；2 is weak in marketing ,product planning capacity is not strong ,it is difficult to judge according to their marker lacunch to meet consumer demand and forecast products, follow the trend h
6、as been in a passive situation, can not satisfy market demand； Third, failure to grasp the industry best time to transition is the Japanese home appliance companies lose an important reason for market dominance. Japanese companies come to the edge in the Chinese market is causing companies tothink d
7、eeply about our nation ? To make the internanational route and whether the enterprise of“Japanese Company”to the lessons learned behind?Second, the brand strategy implementation in China the Current Situation Many old famous“flash in the pen” 1 Chinese and foreign enterprises in the Chinese market t
8、he brand war；just grow up to be a great impact on national brands. The last century, a little-know 80s brand ,not being registered by trademark, is to be acquired, squeeze, even if the residue is hard going down really developed very limited.Here atypical case, the last century 80s to early 90s,he w
9、orked in air conditioning sector hit wonders of the Warburg in 1998,was acquired Kelon,the subsequent deline in brand image is repeated. Brand strategy has been an increasing emphasis on domestic enterprises caused the government to support. Since the 80s of last century reform and opening up,Chinas
10、 socialist econonomic construction has made remarkable achievements. From a planned economy to market economy era Chiness companies, brand management has grown out of nothing. Information,local governments at all levels of emphasis on brand-name,organization promoting the efforts,policies measures h
11、ave greatly ehangced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other cities on the Chinese famous erterprises incentives to 100 million,on Dali an 3 million Yuan ,on brand-name companies have been cities for the 100000yuan reward-200000yuan. Japanese 8th 2009 year to Japanese 11th,the 40th Inte
12、rnational Consumer Electronics Show(CES) in Las Vegas Ventian hotel opening.National enterprises in the CES,we achieve superior results. It is understood that this year there are 4000 people registered to participate in China CES,including manufacturers,media and spectators,in the exhibition hall,th
13、ere are 327 exhibitors.Haier is the worlds most authoritative consumer electronics industry media “TWICE”named for the Chinese consumer electronics brand. 3.The status of foreign brands in most sectors is still difficult to shake However,we should also see the face of numerous products on the market
14、,allows consumers blurted out genuinely few domestic brands.With the opening up further,to a number of big companies have to squeeze into the Chinese market,Chinese market,a time filled with“sony”,“Coca-Cola” ， “rejoice” ， “Benz”and various other internantional brands,many of these names foreign bra
15、nds violently hitting the national brand in China.Although the appliance industry ,led by haier brand,“Konka”，“Changhong”， “TCL”and other domestic brands have developed well,but with the “Sony”,“Panasonic”“Samsung”and other brands,they are still there competitive disadvangtage；in the IT industry,“Le
16、novo”， “Founder”， “Great Wall”and other 2 countries compared to ,brand awareness is still insufficient；in Consumer Goods market,“P G”， “Oliver”， “Henkel”， and other international companies have formed the three pillars. Third,the brand strategy implementation in China Problems and Errors. Currently,
17、Chinese brands have a huge international marker opportunity and space for international brands has been inevitable,but there are also brand building is not unsatisfactory. Our Enterprise Brand Building Problems： Factors from the point of micro-enterprises themselves:there is a lace of technology dev
18、elopment,brand competitiveness is not strong；brand personality,lack of innovation and development capacity；small-scale production and management,brand development lack of overall planning；ability of weak erports and internantional operations,Brand awareness is not strong；brand positioning is not cle
19、ar,there is a large range of factors such as blindness.Speaking from the macro social factors:social mechanisms need to be improved,policies and regulations support the neeed to further strengthen the countrys industrial policy,export-oriented policies for different sectors play different role in th
20、e countrys industrial policy,export-oriented policies for different sectors play different role in the promotion and limitation,the financial environment for business investment capacity and market expansion ability and the important influence.The establishment of market system in China has for many
21、 years,despite a significant improvement but still not perfect,ther still has not really adapt to the market economy,consumer psychology has not yet fully mature. 2.The current situation of global economic integration, the error of the brand strategy implementation (1)Ignore the brand investment,pro
22、fit-oriented Background of economic globalization, international competition is increasingly reflected in the brands competition, the overwhelming majority of the modern world famous multinational companies with particular emphasis on the use of brand strategy, brand such a full range of output thro
23、ugh the form of multinational corporations gradually occupationof the internantional market. it is no exaggeration to say that now,the brand has achieved global strategic objectives of transnational corporations sharp weapon,is an important means to achieve capital expansion. Rome was not built in a day cold .Brand never be in the short term invented to be a long process of accumulation. Many enterprises do not clearly recognize this point,attempt to create a brand in a short time,but ignored the long-term planning and
