弱在竞争中处于不利地位这是勿庸置疑的事实但根据行业、市场和企业资源状况趋利避害消除不利影响不失为明智选择。 第一，与具有知名品牌的境外兯司合作生产借壳上市。 如将我国生产的皮夹克运至意大利进行最后加工皮夹克成品出口时标注“意大利”品牌可获高额利润。当时机成熟时再推出我们 的品牌或兯司消除其对本地品牌或兯司的威胁。 如香水业近十年来一直深受法国各种品牌的影响为了消除这种影响有资本实力的兯司或企业可对法国化妆品兯司进行收购。 第三，使用挂钩策略。 如市场上“可口可乐”、“百事可乐”是主要饮料品牌具有很好的口感和形象我国企业推出“非常可乐”将自己产品与国外可乐联系起来可以在消费者心目中产生联想制造购买冲动树立良好形象。 第四，重新界定品牌形象避免在同类产品竞争中发生冲突。 如可以借鉴日本最大化妆品兯司资生堂的经营模式强调自己是护肤产品从而避免了法国化妆品香水 兯司的围攻。 第五，利用名人为品牌作保证加强品牌宣传。 可参考美国耐克兯司雇用篮球明星迈克尔?9?6乔丹为其运动服装在欧洲市场作宣传的营销模式。 第六，加强品牌联合。 用两个或多个品牌如健力宝和中国女排 有效地组成协作联盟提高自己品牌的社会接受力效果比单独走出去好得多。 第七，重视品牌营销创意和售后服务以达到品牌轰动效应和强大冲击力。 “白加黑”药片的营销创意 “海尔”集团对售后服务的高度重视都
是树立成功知名品牌的例子。 第八，多角化经营多品牌策略。 诸如顶益食品企业在高收入层次目标市场采用“康师傅”品牌在低收入层次目标市场采用“福满多”品牌。有效满足了不同需求消费者扩大了品牌知名度。 第九，事实宣传造势策略。 广东蛇胆口服液生产厂家为消除消费者对保健品不信任态度引领消费者对产品的生产程序和制作方法进行全程参观并邀请有关专家进行咨询结果口碑极佳品牌声誉迅速上升。 品牌营销战略参考文献和英文文献翻译 Abstract From the connotation of brand strategy with its functional significance this paper discusses a brand marketing strategy in the role. In analyzing corporate brand marketing strategy development on the basis that a higher brand awareness improve brand positioning Building a good brand image using a combination of competition means of Brand Marketing is the inevitable choice. Keywords : brand strategy Enterprise Brand Strategy Brand positioning sources 1. brand strategy with its connotations of the functional significance The so-called brand strategy refers to the market through the creation of good brand image improving product visibility and visibility to open up the market to attract customers expand market share and achieved substantial profit cultivate brand loyalty consumers a strategic choice. Brand strategy is the modern enterprise marketing at the
core. From the functional brand strategy a brand is not just a product of the signs more products of the quality performance meet consumer effectiveness of the reliability of the comprehensive embodiment. It demonstrates the scientific management of the confidence provide consumers with material and spiritual enjoyment of the brand strategy is the basic function of the host. Practice has proved that good brand often give people a special impression that the same quality can be obtained from the higher prices. Some companies have a good brand even in different countries can reverse cycle-season manufactured products so that the cost and revenue flows in the area 1. Against the background of economic globalization and international competition is increasingly reflected in the competition for the brand the vast majority of modern multinational companies are world-renowned brand companies with particular emphasis on the use of brand strategy. This brand through all the output patterns multinational companies gradually occupied the international market it is no exaggeration to say that now Brand is a multinational companies to achieve the global strategic objectives of sharp weapons is to expand capital important means. Brand Strategy by a rise namely countries in the world as companies and enterprises which
values it at the global implementation of the industrial sector universal significance lies : Firstly to promote sales of brand products is the core product and brand marketing effect of other means than the In developed markets brand recognition has been replaced product identification the market has become the only factor. Second supervision and guarantee of value brand is a combination of concept which includes product quality image technology function effectiveness of many other content. Create a widely welcomed by consumers brand products takes a long-term effort and the quality assurance value. Third the economies of scale driven by growth brand products rising prices and an increase in demand help enterprises to expand production and increase economies of scale benefits. Fourth ensure that enterprises continue to grow and sustained development of many multinational companies that success of the value of the brand is not only because they are able to guarantee future income increased customer demand for the companys products but also because enterprises crisis can give them support to ensure the long-term development. 品牌营销战略参考文献和英文文献翻译 2. Enterprise Brand Development Overview Opening of the market foreign companies and foreign
capital influx Chinese enterprises to the market and injected fresh bloo.
