1、Brand Strategy Research Kapferer.J.H Strategic Brand Management J.Kogan Page,London J.Marketing Science,2010(2):52-61. 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
2、analysis of the development of corporate marketing brand 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
3、 morning, NEC announces that it would withdraw from 2G and 2.5mobile phone market, with 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 phon
4、e market in China out of contention. If we sum upthe 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 enterpris system, dec
5、ision-marketing difficult, the reaction was slow, incompatible with the reality of the Chinese market； Second is weak in marketing, product planning capacity is not strong, it is difficult to judge according to their market lacunch to meet consumer demand； Third, failure to grasp the industry best t
6、ime to transition is the Japanse home appliance companies lose an important reason for market dominance. Japanese companies come to the edge in the Chinese market is causing companies think deeply about our nation? To make the international route and whether the enterprise of “Japanese Company” to t
7、he lessons learned behind?Second, the brand strategy implementation in China the Current Situation Many old famous “flash in the pen”. Chinese and foreign enterprises in the market the brand war, just grow up to be a great impact on national brands.The last century,a little-know 80s brand,not being
8、registered by trademark,is to be acquired,squeeze,even if theresidue is hard going down really developed very limited.Here atypical case,the last century 80s to early 90s,he worked in air conditioning sector hit wonders of the Warburg in 1998,was acquired Kelon,the subsequent deline in brand image i
9、s 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 socialist econonomic construction has made remarkable achievements.From a planned economy tomarket economy era Chiness compa
10、nies,brand management has grown out of nothing. Information,local governments at all levels of emphasis on brand-name,organization promoting the effort,policies measures have greatly ehangced Qinghai,Shenzhen,Wuhan,Ningbo,Shenyang and other cities on Chinese famous erterprises incentives to 100 mill
11、on,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 International Cousumer Electronics Show(CES) in Las Vegas Ventian hotel opening.National enterprises in the CES,we achieve superior results. It
12、 is understood that this year there are 4000 people registered to participate in China CES, including manufacturers,media and spectators,in the exhibition hall,there are 327 exhibitors.Haier is the worlds most authoritative consumer electronics brand. 3.The status of foreign brands in most sectors i
13、s still difficult to shake However,we should also see the face of numerous products on the market,allows consumers blueted 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”, “C
14、oca-Cola”, “rejoice”, “Benz”and various other internantional brands,many of these names foreign brands violently hitting the national brand in China.Although the appliance industry,ed by haire brand, “Konka”, “Changhong”, “TCL”and other dometic brands have developed well,but with the “Sony”, “Panaso
15、nic” ,“Samsung”and other brands,they are still there competitive disadvangtage；in the IT industry, “Lenovo”, “Founder”, “GreatWall”and other countries compared to,brand awareness is still insurfficient；in Consumer Goods market, “P&G”, “Oliver”, “Henkel”,and other international companies have formed
16、the three pillars. Third, the brand strategy implementation in China Problems and Errors. Currently, Chinese brands have a huge international market opportunity and space for international brands has been inevitable, but there are also brand building is not unsatisfactory. Our Enterprise Brand Build
17、ing Problems: Fators from the point of micro-enterprises themselves: there is a lace of technology development capacity；small-scale production and manahement,brand development lack of overall planning；ability of weak erports and international operations,Brand awareness is not strong；brabd positionin
18、g is not clear, there is a large range of factors such as blindness. Speaking from the macro social factors: social mechanisms need to be improved, policy, exort-oriented policies for different sectors play different role in the promotion and limitation, the financial environment for business invest
19、ment capacity and market expansion ability and the important influence. The establishment of market system in China has for many years, despite a significant improvement but still not perfect,there still has not really adapt to the market economy, consumer psychology has not yet fully mature. 2.The
20、current situation of global economic integration,the error of the brand strategy implementation. (1)Ignore the brand investment, profit-oriented Background of economic globalization, international competition is increasingly reflected in the brands competition, the overwhelming majority of the brand
21、 strategy, brand such a full range of output through the form of multinational corporations gradually occupationof the international market. It is no exaggeration to say that now, the brand has achieced global strategic objectives of transnational corporations sharp weapon, is an important means to
22、cheieve 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 strategy. (2)Brand strat
23、egy is a systematic The implementation of brand strategy is a systematic, enterprise strategy and the overall development of an important component of competitive strategy. The emplementation of brand strategy is not rely on their overall quality and overall image enhancement, the need for scientifi
24、c management idea and superb operational skills, but quit a few brand planner in this regard was particularly poor performance and immediate impact brand development, practical work in the emergence of many such errors: If that job is no create a brand to take a good brand is drawing a satisfactory
25、visualsigns only； Advertising is the only way to cuoltivate well-known brands, in addition to adbertising in the media, big, the other no attention； sacle enterprise product once formed, well-known brands on the naturally established； well-known brand is equivalert to high price, to be unrealistical
26、ly improve the product price. Some companies, brands, or to sell its own brand low-cost transfer, such as our persent more than 20 million “three capital” enterprises, there 90%of de joint wenture using the foreign brands； clean silver toothpaste fctory in Guangzhou to 2 million yuan cheap to transfer to joint ventures and other brands, is one such outstanding erample of the terrible consequences of today has become increasingly apparent-lost dometicernterprises own brand, product and intellectual property rights, national industrial competitiveness lie!
