外文翻译---企业网络营销策略的面对机遇和挑战品牌管理的特殊的问题(编辑修改稿)

外文翻译---企业网络营销策略的面对机遇和挑战品牌管理的特殊的问题(编辑修改稿)内容摘要：

fused to pay hefty price premiums for IBM or Compaq. The introduction of Microsoft Windows improved the userfriendliness of PCs and drove Apple and IBMpatible puters closer together and made each more vulnerable to price petition from the other. Corporate downsizing and corresponding reduction in inhouse purchasing expertise may imply increased importance for intangible product ponents such as the service and relationship dimensions. This shift may cause an increase in the importance of corporate brands and bring reward to reputations that are patible. The brand manager must bee ever more sensitive to these possibilities. The usefulness of brands. The value of a brand name is associated closely with its awareness, quality perception, and the customer satisfaction engendered by related products and offerings, among others (Aaker 1991). Brands are symbols that consumers have learned to trust over time, and they often signal intangible product qualities (Erdem 1993). This signal is often based on experience attributes such as perceived reliability, quality, and safety (Nelson 1970) that products and related marketing programs afford. Such intangibles often lead to more defensible advantages for the firm relative to search attributes (physical features and prices that are readily parable across brands via inspection or information search) because consumer learning time and experience opportunities are limited. Search attributes, moreover, often can be copied readily by petitors, and it is only when they have not been (because of insufficient time, patent protection, proprietary production and distribution processes, or creative promotion), that they also contribute to brand equity. Broniarczyk and Alba (1994) provide empirical support for this signaling interpretation of brand equity. Customer satisfaction and relationships with a brand provide it protection fro m petitionfor example, Tylenol was able to hold off initiatives by Datril and Panadol, in spite of multimillion dollar marketing campaigns. And sometimes satisfaction offers protection from the pany39。 s own mistakes。 for example, consumer involvement with the CocaCola brand kept the product alive when the pany introduced New Coke. Relationships put any single action in perspective, its importance evaluated against the background of previous experiences with the brand. Consequently, managers have found that satisfied customers often have many desirable characteristicsthey buy more, are willing to pay more, incur lower sales and service costs, and provide referrals. This has spurred brand managers to focus on customer satisfaction as a measure of operational success. Measuring market change. Because it is inherently individual and multidimensional, brand equity can be difficult to measure, and even an appropriate measure can depend on user purpose. A variety of measures have been proposed in the literature or offered as the proprietary products of market research and advertising firms (Srivastava and Shocker 1991。 Winters 1991). Each has strengths and weaknesses and must be evaluated in light of brand management39。 s purposes. Yet measurement and tracki ng over time and possibly international boundaries is essential if brand managers are to manage and control brand equity effectively. Changes in measures provide feedback on the effectiveness of past actions taken or signal a need for possible future concerns. The multiattributed approach proposed by Park and Srinivasan (1994) uses a selfexplicated version of conjoint analysis to provide a quantitative measure, expressed in terms of relative market share or price premium. It is one of the few individuallevel (in contrast to aggregate) approaches proposed. By measuring at the individual level, the Park and Srinivasan approach provides insight to brand equity for each relevant market segment. The brand manager gains understanding of the relative contribution of product attribute perceptions and nonattribute imagery to the brand equity for different segments and enables valuation of a brand39。 s extension to different product lines and other mark。