品牌策略外文翻譯

1、<p>　　本科畢業(yè)設(shè)計(jì)（論文）</p><p>　　外文參考文獻(xiàn)譯文及原文</p><p>　　學(xué) 院 經(jīng)濟(jì)管理學(xué)院 </p><p>　　專(zhuān) 業(yè) 工商管理 </p><p>　　年級(jí)班別 </p><p>　　學(xué) 號(hào)

2、 </p><p>　　學(xué)生姓名 </p><p>　　指導(dǎo)教師 </p><p>　　年 月 日</p><p><b>　　目 錄</b></p><p>　　外文譯文.......................

3、..............................................................................................................1</p><p>　　1 品牌促進(jìn)企業(yè)的成長(zhǎng)..........................................................................

4、.................................1</p><p>　　1.1通過(guò)影響顧客的購(gòu)買(mǎi)心理和購(gòu)買(mǎi)選擇偏好，擴(kuò)大產(chǎn)品的銷(xiāo)售...................................1</p><p>　　1.2通過(guò)提高品牌的認(rèn)知，創(chuàng)造產(chǎn)品的附加價(jià)值.....................................................

5、..........1</p><p>　　1.3通過(guò)強(qiáng)化顧客對(duì)品牌的聯(lián)想和忠誠(chéng)，提高產(chǎn)品的競(jìng)爭(zhēng)能力.......................................2</p><p>　　2 企業(yè)不同成長(zhǎng)階段的品牌策略...............................................................................

6、............3</p><p>　　2.1創(chuàng)業(yè)期的品牌策略.........................................................................................................3</p><p>　　2.2成長(zhǎng)期的品牌策略.................................

7、........................................................................3</p><p>　　2.3成熟期的品牌策略.........................................................................................................4</p&

8、gt;<p>　　2.4衰退期的品牌策略.........................................................................................................5</p><p>　　外文文獻(xiàn)............................................................

9、.........................................................................7</p><p>　　1 Brand can promote the growth of the enterprise...................................................................7</p

10、><p>　　1.1 Expanding the sale volume with Affecting customer's purchase psychology and purchase choice........................................................................................................

11、...................7</p><p>　　1.2 Creation product attachment value with improving the cognition of the brand.............8</p><p>　　1.3 Improving the competitive ability with strengthening cust

12、omer’s association and loyalty to the brand.....................................................................................................................8</p><p>　　2 Enterprise brand strategy in diff

13、erent growth stage..............................................................9</p><p>　　2.1 Startup stage brand strategy....................................................................................

14、.........9</p><p>　　2.2 Growth period brand strategy........................................................................................10</p><p>　　2.3 Mature period brand strategy. ........

15、...............................................................................11</p><p>　　2.4 Decline period brand strategy...................................................................................

16、.....13</p><p><b>　　外文譯文</b></p><p>　　1 品牌促進(jìn)企業(yè)成長(zhǎng)</p><p>　　新經(jīng)濟(jì)時(shí)代的企業(yè)營(yíng)銷(xiāo)面臨的最主要問(wèn)題是如何建立和管理企業(yè)的品牌。誰(shuí)擁有強(qiáng)有力的品牌，誰(shuí)就擁有了競(jìng)爭(zhēng)的資本。未來(lái)的營(yíng)銷(xiāo)是品牌的戰(zhàn)爭(zhēng)。企業(yè)的品牌從默默無(wú)聞發(fā)展成為一個(gè)著名的成功品牌，是一個(gè)從小到大的過(guò)程，是和企業(yè)成長(zhǎng)的生命周

17、期密切相關(guān)的。企業(yè)處在不同的成長(zhǎng)階段，面臨的經(jīng)營(yíng)環(huán)境、經(jīng)營(yíng)戰(zhàn)略重點(diǎn)各不相同，相應(yīng)的品牌戰(zhàn)略的重點(diǎn)和特色也有所不同。</p><p>　　作為企業(yè)聲譽(yù)與信息的組合體，品牌是企業(yè)及其產(chǎn)品所包含的技術(shù)、質(zhì)量、功能、文化、市場(chǎng)地位等引發(fā)形成的信息系統(tǒng)，是企業(yè)及其產(chǎn)品識(shí)別的符號(hào)系統(tǒng)。品牌通過(guò)其內(nèi)涵的信息系統(tǒng)及市場(chǎng)對(duì)它的反應(yīng)評(píng)價(jià)，影響市場(chǎng)的行為，產(chǎn)生有利于該企業(yè)的行為偏好，并進(jìn)一步區(qū)別于有形要素的存在，成為企業(yè)的無(wú)形資產(chǎn)而發(fā)

18、揮功能，實(shí)現(xiàn)其經(jīng)濟(jì)價(jià)值，推動(dòng)企業(yè)的成長(zhǎng)。大量中外企業(yè)的實(shí)踐證明，品牌是促進(jìn)企業(yè)成長(zhǎng)的主要?jiǎng)恿Γ移放茖?duì)企業(yè)的貢獻(xiàn)隨著企業(yè)的成長(zhǎng)日益擴(kuò)大。</p><p>　　1.1通過(guò)影響顧客的購(gòu)買(mǎi)心理和購(gòu)買(mǎi)選擇偏好，擴(kuò)大產(chǎn)品的銷(xiāo)售</p><p>　　品牌在顧客心目中是企業(yè)和產(chǎn)品的標(biāo)志，代表著產(chǎn)品的品質(zhì)、特色，代表著企業(yè)的經(jīng)營(yíng)特色、質(zhì)量管理要求等。顧客通過(guò)品牌可以非常容易地獲取和辨別有關(guān)的信息，獲取信

19、息成本的下降意味著顧客購(gòu)買(mǎi)成本的下降。而顧客熟悉的品牌或者知名度較高的品牌，又使顧客的購(gòu)買(mǎi)風(fēng)險(xiǎn)感覺(jué)系數(shù)下降。這兩個(gè)方面的綜合作用使顧客的購(gòu)買(mǎi)心理和購(gòu)買(mǎi)行為形成了對(duì)某種品牌產(chǎn)品的選擇偏好，從而擴(kuò)大了產(chǎn)品的銷(xiāo)售。</p><p>　　1.2通過(guò)提高品牌的認(rèn)知，創(chuàng)造產(chǎn)品的附加價(jià)值</p><p>　　品牌知名度可以通過(guò)廣告迅速建立，但品牌的認(rèn)知?jiǎng)t需企業(yè)投入不懈的努力。品牌認(rèn)知是通過(guò)顧客對(duì)品牌品質(zhì)

20、的一種主觀判斷建立的。顧客對(duì)品牌的感覺(jué)品質(zhì)與產(chǎn)品的實(shí)際品質(zhì)可以一致也可以不一致，當(dāng)顧客對(duì)品牌的感覺(jué)品質(zhì)超過(guò)了產(chǎn)品的實(shí)際品質(zhì)，就能使產(chǎn)品增加價(jià)值。由于感覺(jué)品質(zhì)的提高可以使產(chǎn)品的附加價(jià)值相應(yīng)地得到提高，導(dǎo)致產(chǎn)品具有較大的邊際利潤(rùn)，在價(jià)格上升時(shí)，消費(fèi)者反應(yīng)缺乏彈性，價(jià)格下降時(shí)則富有彈性，這也是名牌產(chǎn)品之所以能夠獲得比一般產(chǎn)品更高利潤(rùn)空間的原因所在。</p><p>　　1.3通過(guò)強(qiáng)化顧客對(duì)品牌的聯(lián)想和忠誠(chéng)，提高產(chǎn)品的競(jìng)

21、爭(zhēng)能力。</p><p>　　當(dāng)顧客對(duì)品牌有了整體認(rèn)知了以后，企業(yè)可以通過(guò)強(qiáng)化顧客對(duì)品牌的聯(lián)想和忠誠(chéng)進(jìn)一步推動(dòng)品牌對(duì)企業(yè)成長(zhǎng)的促進(jìn)作用。企業(yè)可以借助已經(jīng)成名的品牌，利用顧客的品牌聯(lián)想，成功地進(jìn)行品牌延伸，擴(kuò)大企業(yè)的產(chǎn)品組合或延伸產(chǎn)品線，推出新產(chǎn)品，提高競(jìng)爭(zhēng)力。顧客的品牌忠誠(chéng)一旦形成就會(huì)很難受到競(jìng)爭(zhēng)產(chǎn)品的影響。當(dāng)市場(chǎng)趨向成熟，市場(chǎng)份額相對(duì)穩(wěn)定時(shí)，品牌忠誠(chéng)是抵御同行競(jìng)爭(zhēng)者攻擊的最有力的武器，品牌忠誠(chéng)為其他企業(yè)進(jìn)入構(gòu)筑

22、壁壘。品牌忠誠(chéng)形成了一批忠誠(chéng)的顧客和穩(wěn)定的市場(chǎng)，直接結(jié)果便是市場(chǎng)份額的擴(kuò)大，從而使企業(yè)的銷(xiāo)售額增長(zhǎng)、交易成本降低，從而使企業(yè)獲得額外的利潤(rùn)，所以，品牌可以看成企業(yè)保持競(jìng)爭(zhēng)優(yōu)勢(shì)的一種強(qiáng)有力工具。</p><p>　　2 企業(yè)不同成長(zhǎng)階段的品牌策略</p><p>　　企業(yè)在其不同成長(zhǎng)階段有各自的成長(zhǎng)特點(diǎn)，那么企業(yè)在實(shí)施其品牌戰(zhàn)略時(shí)也應(yīng)針對(duì)這些不同特點(diǎn)，采取不同的品牌策略，以適應(yīng)企業(yè)成長(zhǎng)各階

23、段的不同要求，達(dá)到企業(yè)品牌戰(zhàn)略的目標(biāo)。</p><p>　　2.1創(chuàng)業(yè)期的品牌策略</p><p>　　創(chuàng)業(yè)期建立品牌的一個(gè)基本要求是企業(yè)自身實(shí)力較強(qiáng)，有發(fā)展前途，產(chǎn)品的可替代性很高，即競(jìng)爭(zhēng)產(chǎn)品之間的差異性非常小，理性的利益驅(qū)動(dòng)不足以改變顧客的購(gòu)買(mǎi)行為。如果企業(yè)選擇建立自己的品牌，那就要在創(chuàng)業(yè)一開(kāi)始就樹(shù)立極強(qiáng)的品牌意識(shí)，對(duì)品牌進(jìn)行全面的規(guī)劃，在企業(yè)的經(jīng)營(yíng)、管理、銷(xiāo)售、服務(wù)、維護(hù)等多方面都以

24、創(chuàng)立品牌為目標(biāo)，不僅僅是依賴(lài)傳統(tǒng)的戰(zhàn)術(shù)性的方法，如標(biāo)志設(shè)計(jì)和傳播、媒體廣告、促銷(xiāo)等，而是側(cè)重于品牌的長(zhǎng)遠(yuǎn)發(fā)展。許多國(guó)內(nèi)企業(yè)總想一蹴而就，把品牌戰(zhàn)略簡(jiǎn)化成如何盡快打響品牌知名度的問(wèn)題，利用知名的商業(yè)媒體在短時(shí)間內(nèi)造就一個(gè)又一個(gè)知名度很高的品牌，但大多數(shù)卻是曇花一現(xiàn)，究其原因在于企業(yè)在建立品牌過(guò)程中沒(méi)有對(duì)品牌進(jìn)行全面的規(guī)劃，確定品牌的核心價(jià)值。因此，企業(yè)在創(chuàng)業(yè)期創(chuàng)立品牌，除了要盡快打響品牌的知名度以外，關(guān)鍵的問(wèn)題是要確立品牌的核心價(jià)值，給顧

25、客提供一個(gè)獨(dú)特的購(gòu)買(mǎi)理由，并力爭(zhēng)通過(guò)有效的傳播與溝通讓顧客知曉。</p><p>　　盡管品牌化是商品市場(chǎng)發(fā)展的大趨向，但對(duì)于單個(gè)企業(yè)而言，是否要使用品牌還必須考慮產(chǎn)品的情況和顧客的實(shí)際需要，尤其對(duì)實(shí)力較弱的中小企業(yè)來(lái)說(shuō)，受企業(yè)規(guī)模、人員、資金、時(shí)間的制約，對(duì)于在生產(chǎn)過(guò)程中無(wú)法形成一定特色的產(chǎn)品，或由于產(chǎn)品同質(zhì)性很高，顧客在購(gòu)買(mǎi)時(shí)不會(huì)過(guò)多地注意品牌的產(chǎn)品，無(wú)品牌化策略不失為一個(gè)可選的方法，這樣可以節(jié)省費(fèi)用，擴(kuò)大銷(xiāo)

26、售。</p><p>　　企業(yè)在創(chuàng)業(yè)期，如果既想使其產(chǎn)品具有品牌效應(yīng)的優(yōu)勢(shì)，又不想花很多的精力創(chuàng)立品牌的話，那借用零售商品牌的策略是一條捷徑。企業(yè)采用中間商品牌，可以降低成本，贏得價(jià)格優(yōu)勢(shì)，利用中間商的優(yōu)勢(shì)，省去尋找分銷(xiāo)渠道和促銷(xiāo)等大量工作。但對(duì)一個(gè)目標(biāo)遠(yuǎn)大，力創(chuàng)自己名牌的企業(yè)，使用中間商品牌只能是權(quán)宜之計(jì)。</p><p>　　2.2成長(zhǎng)期的品牌策略</p><p&g

27、t;　　當(dāng)企業(yè)步入成長(zhǎng)期時(shí)，提高品牌的認(rèn)知度、強(qiáng)化顧客對(duì)品牌核心價(jià)值和品牌個(gè)性的理解是企業(yè)營(yíng)銷(xiāo)努力的重點(diǎn)。品牌認(rèn)知度不等同于品牌知名度。品牌知名度只是反應(yīng)了顧客對(duì)品牌的知曉程度，但并不代表顧客對(duì)品牌的理解。顧客通過(guò)看、聽(tīng)，并通過(guò)對(duì)產(chǎn)品感覺(jué)和思維來(lái)認(rèn)識(shí)品牌。建立品牌認(rèn)知，不僅僅是讓顧客熟悉其品牌名稱(chēng)、品牌術(shù)語(yǔ)、標(biāo)記、符號(hào)或設(shè)計(jì)，更進(jìn)一步地是要使顧客理解品牌的特性。目前中國(guó)的眾多產(chǎn)品是有知名度，但品牌認(rèn)知度整體上十分低，即顧客對(duì)國(guó)產(chǎn)品牌的整

28、體印象遠(yuǎn)不如對(duì)國(guó)外品牌的認(rèn)知度高，很重要的原因是企業(yè)沒(méi)有傳遞給顧客一個(gè)清晰的，能滿(mǎn)足顧客需求的核心價(jià)值和品牌個(gè)性。要提高品牌認(rèn)知度，最重要的途徑是加強(qiáng)與顧客的溝通。顧客是通過(guò)各種接觸方式獲得信息的，既有通過(guò)各種媒體的廣告、產(chǎn)品的包裝、商店內(nèi)的推銷(xiāo)活動(dòng)，也有產(chǎn)品接觸、售后服務(wù)和鄰居朋友的口碑，因此，企業(yè)要綜合協(xié)調(diào)的運(yùn)用各種形式的傳播手段，來(lái)建立品牌認(rèn)知，為今后步入成熟期打下良好基礎(chǔ)。建立、提高和維護(hù)品牌認(rèn)知是企業(yè)爭(zhēng)取潛在顧客、提高市場(chǎng)占有

29、率的重要步驟。</p><p>　　成長(zhǎng)期的企業(yè)由于資源相對(duì)于消費(fèi)需求的多樣性和可變性總是有限的，不可能去滿(mǎn)足市場(chǎng)上的所有需求，因此企業(yè)必須針對(duì)某些自己擁有競(jìng)爭(zhēng)優(yōu)勢(shì)的目標(biāo)市場(chǎng)進(jìn)行營(yíng)銷(xiāo)。品牌定位是企業(yè)為滿(mǎn)足特定目標(biāo)顧客群的，并與產(chǎn)品有關(guān)聯(lián)的獨(dú)特心理需求為目的，并在同類(lèi)品牌中建立具有比較優(yōu)勢(shì)的品牌策略。通過(guò)鎖定目標(biāo)顧客，并在目標(biāo)顧客心目中確立一個(gè)與眾不同的差異化競(jìng)爭(zhēng)優(yōu)勢(shì)和位置，連接品牌自身的優(yōu)勢(shì)特征與目標(biāo)顧客的心理需

30、求。在當(dāng)今這個(gè)信息過(guò)度膨脹的社會(huì)里，只有有效地運(yùn)用定位這種傳播方式和營(yíng)銷(xiāo)策略，才能使品牌在激烈的競(jìng)爭(zhēng)中脫穎而出。這樣，一旦顧客有了相關(guān)需求，就會(huì)開(kāi)啟大腦的記憶和聯(lián)想之門(mén)，自然而然地想到該品牌，并實(shí)施相應(yīng)的購(gòu)買(mǎi)行為。</p><p>　　2.3成熟期的品牌策略</p><p>　　企業(yè)進(jìn)入成熟期，在市場(chǎng)已經(jīng)站穩(wěn)了腳跟，但由于競(jìng)爭(zhēng)者的大量加入和產(chǎn)品的普及，競(jìng)爭(zhēng)變得尤為激烈。因此，企業(yè)應(yīng)該根據(jù)成

31、熟期的市場(chǎng)、產(chǎn)品、競(jìng)爭(zhēng)特點(diǎn)，提高企業(yè)品牌的忠誠(chéng)度，進(jìn)行適當(dāng)?shù)钠放蒲由臁?lt;/p><p>　　品牌忠誠(chéng)度是顧客對(duì)品牌感情的量度，反映出一個(gè)顧客轉(zhuǎn)向另一個(gè)品牌的可能程度，是企業(yè)重要的競(jìng)爭(zhēng)優(yōu)勢(shì)。它為品牌產(chǎn)品提供了穩(wěn)定的不易轉(zhuǎn)移的顧客，從而保證了該品牌的基本市場(chǎng)占有率。因此，培育品牌忠誠(chéng)度對(duì)企業(yè)來(lái)說(shuō)至關(guān)重要，“最好的廣告就是滿(mǎn)意的顧客”，如果企業(yè)能在創(chuàng)業(yè)期和成長(zhǎng)期注意宣傳該品牌，并提供給顧客的一個(gè)完整的從選擇原材料，到為

32、顧客提供的售后服務(wù)的一系列責(zé)任的價(jià)值體系，在企業(yè)和顧客之間建立融洽的關(guān)系，那么，在成熟期企業(yè)可運(yùn)用顧客對(duì)該品牌的忠誠(chéng)來(lái)影響顧客的行為。顧客的品牌忠誠(chéng)一旦形成就會(huì)很難受到競(jìng)爭(zhēng)產(chǎn)品的影響。品牌忠誠(chéng)是品牌資產(chǎn)中的最重要部分，品牌資產(chǎn)最終是體現(xiàn)在品牌忠誠(chéng)上，這是企業(yè)實(shí)施品牌戰(zhàn)略的根本目標(biāo)。然而，消費(fèi)者的品牌忠誠(chéng)絕不是無(wú)條件的，它根源于企業(yè)對(duì)該品牌嚴(yán)格的技術(shù)要求，即該品牌有卓越的品質(zhì)保證。</p><p>　　品牌延伸是將

33、現(xiàn)有成功的品牌用于新產(chǎn)品或經(jīng)改進(jìn)的產(chǎn)品上的一種策略。品牌延伸并非只借用表面上的品牌名稱(chēng)，而是對(duì)整個(gè)品牌資產(chǎn)的策略性使用，是企業(yè)實(shí)現(xiàn)品牌無(wú)形資產(chǎn)轉(zhuǎn)移、發(fā)展的有效途徑。采用品牌延伸，企業(yè)不僅可以保證新產(chǎn)品投資決策的快捷準(zhǔn)確，而且有助于減少新產(chǎn)品的市場(chǎng)風(fēng)險(xiǎn)，節(jié)省新產(chǎn)品推廣的巨額開(kāi)支，有效地降低新產(chǎn)品的成本費(fèi)用。通過(guò)品牌延伸，企業(yè)可以強(qiáng)化品牌效應(yīng)，增加品牌這一無(wú)形資產(chǎn)的經(jīng)濟(jì)價(jià)值和核心品牌的形象，提高整體品牌組合的投資效益。尤其在新技術(shù)環(huán)境條件下

34、新延伸的品牌，不僅在時(shí)間上可以根據(jù)市場(chǎng)變化迅速推出與之相適應(yīng)的產(chǎn)品，而且改變了傳統(tǒng)品牌以往單純依靠自我的力量發(fā)展和延伸品牌的策略，與其他行業(yè)在技術(shù)應(yīng)用、市場(chǎng)推廣和新產(chǎn)品開(kāi)發(fā)方面共同尋求產(chǎn)品創(chuàng)新聯(lián)合發(fā)展的道路，以圖擺脫單純價(jià)格競(jìng)爭(zhēng)的桎梏，適應(yīng)新經(jīng)濟(jì)環(huán)境下市場(chǎng)的變化。</p><p>　　企業(yè)在成熟期由于競(jìng)爭(zhēng)者的大量涌入，因此，通過(guò)建立品牌組合，實(shí)施多品牌戰(zhàn)略，能盡可能多地?fù)屨际袌?chǎng)，避免風(fēng)險(xiǎn)。實(shí)行多品牌，可以使每個(gè)品

35、牌在顧客心里占據(jù)獨(dú)特的、適當(dāng)?shù)奈恢?，迎合不同顧客的口味，吸引更多的顧客，能使企業(yè)有機(jī)會(huì)最大限度地覆蓋市場(chǎng)，使得競(jìng)爭(zhēng)者感到在每一個(gè)細(xì)分市場(chǎng)的現(xiàn)有品牌都是進(jìn)入的障礙，從而限制競(jìng)爭(zhēng)者的擴(kuò)展機(jī)會(huì)，有效地保證企業(yè)維持較高的市場(chǎng)占有。但是企業(yè)實(shí)施多品牌，有可能會(huì)面臨跟自己競(jìng)爭(zhēng)的危險(xiǎn)，搶自己原有品牌所占的市場(chǎng)份額。因此最有成效的多品牌策略是使新品牌打入市場(chǎng)細(xì)分后的各個(gè)細(xì)分市場(chǎng)中。這種策略的前提是市場(chǎng)是可以細(xì)分的，一個(gè)成功的企業(yè)往往會(huì)利用市場(chǎng)細(xì)分，去為

36、重要的新品牌創(chuàng)造機(jī)會(huì)。</p><p>　　2.4衰退期的品牌策略</p><p>　　在這個(gè)階段，企業(yè)應(yīng)著眼未來(lái)，退出衰退期產(chǎn)品的競(jìng)爭(zhēng)，把精力投入到二次創(chuàng)業(yè)上。企業(yè)可實(shí)施品牌重新定位、品牌創(chuàng)新等策略重新進(jìn)入市場(chǎng)。</p><p>　　一種品牌在市場(chǎng)上最初的定位可能是適宜的、成功的，但是到后來(lái)企業(yè)可能不得不對(duì)其重新定位。品牌需要重新定位的原因是多方面的，如競(jìng)爭(zhēng)者可能

37、推出類(lèi)似定位的品牌，搶奪企業(yè)的市場(chǎng)份額；顧客偏好也會(huì)轉(zhuǎn)移，對(duì)企業(yè)品牌代表的產(chǎn)品需求減少；或者企業(yè)決定進(jìn)入新的細(xì)分市場(chǎng)。在這時(shí)期，企業(yè)的原有產(chǎn)品技術(shù)走下坡路，銷(xiāo)售額下降。在做出品牌再定位決策時(shí)，企業(yè)首先應(yīng)考慮將品牌轉(zhuǎn)移到另一個(gè)細(xì)分市場(chǎng)所需要的成本，包括產(chǎn)品品質(zhì)改變費(fèi)、包裝費(fèi)和廣告費(fèi)。一般來(lái)說(shuō)，再定位的跨度越大，所需成本越高。其次，要考慮品牌定位于新位置后可能產(chǎn)生的收益。收益大小是由以下因素決定的：某一目標(biāo)市場(chǎng)的顧客人數(shù)；顧客的平均購(gòu)買(mǎi)率；

38、在同一細(xì)分市場(chǎng)競(jìng)爭(zhēng)者的數(shù)量和實(shí)力，以及在該細(xì)分市場(chǎng)中為品牌再定位要付出的代價(jià)。</p><p>　　隨著企業(yè)經(jīng)營(yíng)環(huán)境的變化和顧客需求的變化。品牌的內(nèi)涵和表現(xiàn)形式也要不斷變化發(fā)展，以適度順應(yīng)消費(fèi)者求新求變的心理。企業(yè)在進(jìn)入衰退期后，由于內(nèi)部和外部原因，企業(yè)品牌在市場(chǎng)競(jìng)爭(zhēng)中必然出現(xiàn)知名度、美譽(yù)度下降，銷(xiāo)量、市場(chǎng)占有率降低等品牌失落的現(xiàn)象，因此只有不斷設(shè)計(jì)出符合時(shí)代需求的品牌，品牌才有生命力。品牌創(chuàng)新是品牌自我發(fā)展的必

39、然要求，是克服品牌老化的唯一途徑?，F(xiàn)代社會(huì)，技術(shù)進(jìn)步愈來(lái)愈快，一些行業(yè)的產(chǎn)品生命周期也越來(lái)越短，同時(shí)，社會(huì)消費(fèi)意識(shí)、消費(fèi)觀念的變化頻率也逐步加快，這都會(huì)影響到產(chǎn)品的市場(chǎng)壽命。因此，必須不斷更新品牌的內(nèi)涵、保持品牌的生命力。如可口可樂(lè)，從1886年創(chuàng)立至今已有100多年歷史，它之所以能夠保持長(zhǎng)盛不衰，一個(gè)很重要的原因就是它不斷地給自己的品牌注入新的內(nèi)涵。它至今已采用過(guò)30多個(gè)廣告主題，90多句廣告標(biāo)語(yǔ)，目的就是一個(gè)，不斷地適應(yīng)和滿(mǎn)足新的需

40、求。</p><p>　　William Sahlman. Harverd Business Reveiew. 2004</p><p><b>　　外文文獻(xiàn)</b></p><p>　　1 Brand can promote the growth of the enterprise</p><p>　　In the

41、new economical time, marketing of the biggest problems is how to establish and manage an enterprise's brand. Whoever has a strong brand, the competition will have the capital. In the future marketing is the brand nam

42、e of the war . Corporate brand from unknown to develop into a famous brand's success is a small to large process, and the enterprise is the growth of the life cycle closely related. Enterprises at different stages of

43、 development, the business environment, business strategies f</p><p>　　Reputation as a business and information mix, brand enterprises and their products are included in the technology, quality, function, cu

44、lture, position in the market triggered the formation of information systems, enterprises and their products are identifiable symbol system. Brand, through its connotations of market information system and its response e

45、valuation, which would affect market behavior, have the benefit of the enterprise's behavior preferences, and further distinguishes it from the </p><p>　　1.1 Expanding the sale volume with Affecting cust

46、omer's purchase psychology and purchase choice</p><p>　　Brand in the eyes of customers and products is a sign that represents product quality, characteristics, represent enterprises operating characteris

47、tics, quality management requirements. Customers 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

48、familiar with the brand or higher brand visibility, and also allows customers to purchase coefficient decreased risk perception. Thes</p><p>　　1.2 Creation product attachment value with improving the cogniti

49、on of the brand</p><p>　　Brand awareness through advertising can quickly established, but the brand awareness required enterprises to put unremitting efforts. Brand awareness is a customer of the brand throu

50、gh 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, When customers feel right brand of product quality more th

51、an actual quality, we will be able to make value added products. Due to the feeling of quality pro</p><p>　　1.3 Improving the competitive ability with strengthening customer’s association and loyalty to the

52、brand</p><p>　　When customers on the overall brand awareness of, Enterprise customers can enhance the Lenovo brand and brand loyalty to further promote the growth of the enterprise, for example. Enterprises

53、can take advantage of the already famous brands, customers using the Lenovo brand and successfully carried out the brand extension, expanding the product portfolio or extend product lines, introducing new products and en

54、hance competitiveness. Once brand loyal customers they will be very difficult to affect </p><p>　　2 Enterprise brand strategy in different growth stage</p><p>　　Enterprises in different stages

55、of growth with its own growth characteristics, businesses in the implementation of its brand strategy also should address the different characteristics of different brand strategy, adapted to the growth stage of the diff

56、erent demands of corporate brand strategy to achieve the goal. </p><p>　　2.1 Startup stage brand strategy.</p><p>　　A startup stage establishment brand basic request is enterprise own strength i

57、s 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 customer&#

58、39;s purchase behavior. If the enterprise chooses establishes own brand, that must in the startup from the very beginning on the setting up greatly strengthened brand consciousness, carry on the comprehensi</p>&l

59、t;p>　　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 consider the product the situation and customer's actual

60、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 characteris

61、tic the product, or because the product homogeneity is very high, custome</p><p>　　Enterprise in startup stage, if both wants enable its product to have the brand effect superiority, and does not want to spe

62、nd 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 m

63、iddle man's superiority, omits seeks retails the channel and the promotion and so on the massive work. But is broad to a goal, the strength creates oneself </p><p>　　2.2 Growth period brand strategy.<

64、/p><p>　　When the enterprise marches into the growth period, enhances the brand the cognition, strengthens the customer to the brand core value and the brand individuality understanding is the enterprise market

65、ing diligently key point. The brand cognition does not equate in the brand well-knownness. Brand well-knownness only responded the customer knows the degree to the brand, but does not represent the customer to the brand

66、the understanding. The customer through looked, listens, and through to the pro</p><p>　　Because the growth period enterprise the resources are opposite in the expense demand multiplicity and the variability

67、 always limited, not impossible to satisfy in the market all demands, therefore the enterprise must aim at certain own to have the competitive advantage goal market to carry on the marketing. The brand localization is th

68、e enterprise for satisfies the specific goal customer group, and has the connection unique psychological demand with the product is the goal, and the establishmen</p><p>　　2.3 Mature period brand strategy. &

69、lt;/p><p>　　Enterprise entered the mature stage, the market has taken a firm foothold, but the large number of competitors and products to the universal, competition is particularly fierce. Therefore, enterpris

70、es should be based on maturity of the market, products, competitive features, and enhance brand loyalty, appropriate brand extension. </p><p>　　Brand loyalty is a brand of customer feelings of the measure, r

71、eflecting a customer to another brand to the extent possible. Enterprise is an important competitive advantage. Brand-name products for it provides a stable transfer of customers is not easy, so as to ensure the basic br

72、and market share. Therefore, cultivating brand loyalty is essential to enterprises, "the best advertising is the satisfaction of the customers," If enterprises in the startup stage and maturation attention to t

73、he prom</p><p>　　Brand extension of the existing successful brand is for new products or improved products on a strategy. Brand extension is not only to borrow on the surface brand name, but the whole brand

74、the strategic use of assets, Brand enterprises is the transfer of intangible assets, the development of an effective way. Use of brand extension, enterprises can not only that the new product investment decisions quickly

75、 and accurately. But new products help reduce market risks, promote new products to save t</p><p>　　As enterprises in the maturity of the large influx of competitors, and through the establishment of brand p

76、ortfolio, the implementation of the multi-brand strategy can be as much as possible to control the market and risk avoidance. Under the multi-brand, each brand will enable the customer to occupy a unique mind, the approp

77、riate location, cater to the different tastes of customers, attract more customers, enabling enterprises to maximize coverage of the market, competitors are making in every </p><p>　　2.4 Decline period brand

78、 strategy</p><p>　　At this stage, the enterprises should focus on the future, to withdraw from the recession product competitiveness, his energy into business as secondary. Enterprises can implement brand re

79、positioning, brand innovation strategy to re-enter the market.</p><p>　　A brand in the market positioning of the original may be appropriate, successful, But then companies may have to reconsider its positio

80、n. Brand repositioning of the needs for many reasons, such as competitors may introduce similar brand positioning, snatch their market share; Customer Preference will transfer, the representative of the enterprise brand

81、products reduced demand; or the decision to enter new segments of the market. During this period, the enterprise technology products to the origi</p><p>　　As the business environment changes, it changes cust

82、omer requirements. Brand meanings and manifestations must constantly changing and developing, appropriately responsive to consumer desire for the new psychological. Enterprise entered a period of recession, due to intern

83、al and external reasons, the enterprise brand competition in the market will inevitably appear visibility, reputation decline in sales, market share and lower brand lost, only continuous design of the times to meet the n