1、BrStrategyResearchResource:KapfererJ.HStrategicBrManagement[J].KoganPageLondonEconomicglobalizationhowtoadapttointernationaltrendsestablishastrongbrenhanceourcompetitivenesshavebecomepressingissuesfacingenterprises.Based

2、ontheanalysisofthedevelopmentofcpatemarketingbrstrategybasedonthecontentofbrstrategyanitsfunctionalsignificancetodiscussthebrstrategyinenterprisemarketingrole.Enterpriseneedstouseavarietyofmeansofcompetitiontoincreasebra

3、warenessimprovebrpositioningancreateagoodbrimage.FirstJapanesebrsacrosstheboarddefeatNovember222006mningNECannouncedthatitwouldwithdrawfrom2G2.5GmobilephonemarketwhichmeansthatfollowingSharpPanasonicToshibaMitsubishiSany

4、oaJapanesemobilephonemanufacturerslaterwithdrawfromtheChinesemarketJapanesemobilephonehasalmostallexceptKyocera2GmobilephonemarketinChinaoutofcontention.IfwesumuptheChinesehouseholdappliancemarkettodayanydifferentfromten

5、yearsagoIthinkthebiggestdifferenceisthatJapanesecompaniesinChinaJapanesehomeappliancemarketdownturnthefollowingmainreasons:Firstrigidenterprisesystemdecisionmakingdifficultthereactionwasslowincompatiblewiththerealityofth

6、eChinesemarketitisdifficulttoadapttotherapidlychangingChinesemarket2isweakinmarketingproductplanningcapacityisnotstrongitisdifficulttojudgeaccdingtotheirmarkerlaunchtomeetconsumerdemfecastproductsfollowthetrendhasbeenina

7、passivesituationcannotsatisfymarketdemThirdfailuretograsptheindustrybesttimetotransitionistheJapanesehomeappliancecompaniesloseanimptantreasonfmarketdominance.JapanesecompaniescometotheedgeintheChinesemarketiscausingcomp

8、aniestothinkdeeplyaboutournationTotaketheinternationalroutewhethertheenterpriseof“JapaneseCompany”tothelessonslearnedbehindSecondthebrstrategyimplementationinChinatheCurrentSituationManyoldfamous“flashinthepan”Chinesefei

9、gnenterprisesintheChinesemarketthebrwarjustgrowuptobeagreatimpactonnationalbrs.Thelastcenturyalittleknown80’sbrnotbeingregisteredbytrademarkistobeacquiredsqueezeeveniftheresidueishardgoingdownreallydevelopedverylimited.H

10、ereatypicalcasethelastcentury80stoearly90shewkedinairconditioningsecthitwondersoftheWarburgin1998wasacquiredKelonthesubsequentdeclineinbrimageisrepeated.Brstrategyhasbeenanincreasingemphasisondomesticenterprisescausedthe

11、governmenttosuppt.Sincethe80soflastcenturyrefmopeningupChina’ssocialisteconomicconstructionhasmaderemarkableachievements.FromaplannedeconomytomarketeconomyeraChinesecompaniesbrmanagementhasgrownoutofnothing.Infmationloca

12、lgovernmentsatalllevelsofemphasisonbrnameganizationpromotingtheefftspoliciesmeasureshavegreatlyenhancedQinghaiShenzhenWuhanNingboShenyangothercitiesontheChinesefamousenterprisesincentivesto100milliononDalian3millionYuano

13、nbrnamecompanieshavebeencitiesfthe100000yuanreward200000yuan..January8th2009yeartoJanuary11ththe40thInternationalConsumerElectronicsShow(CES)inLasVegasVeianhotelopening.NationalenterprisesintheCESweachievesuperiresults.I

14、tisunderstoodthatthisyearthereare4000peopleregisteredtoparticipateinChinaCESincludingoperationalskillsbutquitafewbrplannerinthisregardwasparticularlypoperfmanceimmediateimpactbrdevelopmentpracticalwkintheemergenceofmanys

15、ucherrs:IfthatjobistocreateabrtotakeagoodnametotheproductimproveproductawarenesswhattheproductpackaginggoodbrisdrawingasatisfactyvisualsignsonlyAdvertisingistheonlywaytocultivatewellknownbrsinadditiontoadvertisingintheme

16、diabigtheothernoattentionscaleenterpriseproductoncefmedwellknownbrsonthenaturallyestablishedwellknownbrisequivalenttohighpricetobeunrealisticallyimprovetheproductprice.SomecompaniesevengofurtherinthebrWrongOperationnothe

17、sitatetogiveuptheirownbrbusinesswithfeigncompaniesbrstosellitsownbrlowcosttransfersuchasourpresentmethan20million“threecapital”enterprisesthere90%ofthejointventureusingthefeignbrscleansilvertoothpastefactyinGhuangzhouto2

18、millionyuancheaptotransfertojointventuresotherbrsisonesuchoutstingexampleoftheterribleconsequencesoftodayhasbecomeincreasinglyapparentlostdomesticenterprisesownbrproductintellectualpropertyrightsnationalindustrialcompeti

19、tivenesslie!(3)Productistheenterprisecompetitiveadvantageinthemarketcanbequicklyimitatedbycompetitsbeyondthebrisinsurmountablereallastingcompetitiveadvantagecomesfrominnovationinderto“change”shouldbe“statusquo”Bristhecon

20、centratedexpressionofthececompetitiveness.Themarketisconstantlychangingfaceofanybratanytimetobeoutofdanger.Toomuchemphasisontheexistingachievementsdonotattachimptancetoinnovationleadingtoalotofbrname“dismount”themajreaso

21、n.CocaCola’sfmerchiefmarketingofficerSergioZyman“Thebrisonlythecompanylogoproductsservicesaredifferentfromcompetitsisthemosteffectiveweapontoopenupthemarketexcellentbrcanmakeyourproductstout.”Productsphysicalpropertiesqu

22、antitypricequalityserviceisveryeasytoimitatecompetitsErbrsalongwiththeproductitselfalsoincludesanattachedproducttoculturalbackgroundemotionalconsumercognitioninvisiblethingssothatenterprisesYongYuanLiinthecompetitionunde

23、feated.Consumerawarenessdecidingthefateofthebrhasadirectimpactonconsumerawareness.Bristhedifferencebetweenthemarketenterpriseimptantsymbolsisthebenchmarkfconsumerspendingtobrasthecehasbecomeacpaterestructuringreallocatio

24、nofresourcesanimptantmechanism.FourthnationalenterprisesinbrinternationalizationprocessofhowtobrpositioningBackedbysciencetechnologyestablisha“qualityfirstwinningbyquality”businessphilosophythebr’sfashionelementstheoutst

25、ingindividualProductqualityisthecnerstoneofcreatingbr.Competitivenessoftheirproductsperfmanceinthecompetitionfthebrbrcompetitionwhilerelyingontheinherentqualityofproducts.Growthfthebrthroughabristhequalityofabrinthemarke

26、tdownarealsoinmostofaproblembecauseofthequality.Therefeitcanbesaidqualityisthebroflifedepends.Inadditionenterprisesshouldlearnfromsuccessfulexperiencesabroadtoenhancetheirdesigndevelopmentcapability.Enterprisesshoulddare

27、tochallengethenewtechnologyrevolutiontocreatetheirownbrincreasemarketcompetitivenesswemustwkhardinthetransfmation.Personalizationtrendinthewldchangesthevalueofcustomerexperiencethevalueofdifferentiationhasbeendirectlydet

28、erminedtoachievethefinalproductsalespersonalservicesareindispensable!2.TostrengthenmarketingimprovebrawarenessbrstrategywillbeganicallyintegratedintheiroverallstrategytopromotetheoveralldevelopmentstrategyTheimplementati