中国品牌的完全指南——10个步骤外文翻译.docVIP

外文翻译 aterial Source:Venture Republic Author: Martin Roll?-?Business??brand strategist Introduction Tencent is representative of the many young and ambitious Chinese companies. Tencent offers Chinese consumers instant messaging (IM) and social networking, called QQ, which is the equivalent of Facebook in the US. The company started operations in 1998, went public in 2004 and presently controls 69% of the Chinese IM and social networking market. While Hang Seng Index, Hong-Kong’s blue chip index on which Tencent is listed lost 54% of its market value, Tencent beat that with a 30% drop in its shares. It also registered a 73% increase in profit at US$108 million and a 91% increase in sales at US$297 million. By carefully diversifying its revenue sources, Tencent earns 69% of its revenues by selling virtual products while a mere 12% is contributed by online advertising. Although the company faces serious competition from the number two players, China Mobile and Microsoft’s MSN, Tencent has warded off any threats for the time being. But as is the case with many Chinese companies, the focus almost exclusively seems to be on operational effectiveness and efficiency and not on enhancing shareholder value by creating a resonating brand identity that can afford a sustainable competitive advantage to the company. This chapter examines the exciting and intriguing brand landscape of the booming Chinese market. The New China With a population of over 1.3 billion, a labor force of around 800 million, an economy of over US$7 trillion, an annual average growth rate of 12% and per capital GDP of around US$5,400, China is one of the biggest markets in the world with an enormous growth potential. China’s share of the world output has more than doubled since 1991 to 12.7%, third only to Europe’s 15.7% and US’s 21%. China’s foreign trade has averaged nearly 15% or more than 2700 percent in aggregate. Further China became the first country since 1980 to over