外文翻译--企业品牌战略研究.docVIP

学号0814080102 河北科技师范学院 本科毕业论文 院（系）名 称：工商管理学院 专 业 名 称 ：旅游管理 学 生 姓 名 ：崔瑞哲 指 导 教 师 ：薛亚娟 二○一一年十二月 学号081408012 河北科技师范学院 本科毕业设计 外文翻译 院（系）名 称：工商管理学院 专 业 名 称 ：旅游管理 学 生 姓 名 ：崔瑞哲 指 导 教 师 ：薛亚娟 二○一一年十二月 企业品牌战略研究外文文献 Brand Strategy Research Resource: Kapferer, J.H Strategic Brand Management[J]. Kogan Page, London 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 brand strategy, based on the content of brand strategy an its functional significance, to discuss the brand strategy in enterprise marketing role. Enterprise needs to use a variety of means of competition to increase brand awareness, 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 and 2.5G mobile 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 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, incompatible with the reality of the Chinese market, it is difficult to adapt to the rapidly changing Chinese