外文翻译----企业品牌战略研究(编辑修改稿)

外文翻译----企业品牌战略研究(编辑修改稿)内容摘要：

n promoting the efforts, policies and measures have greatly enhanced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other cities on the Chinese famous enterprises incentives to 100 million, on Dali an 3 million Yuan, on brandname panies have been cities for the 100,000 yuan reward ~ 202000 yuan. January 8th 2020 year to January11th, the 40th International Consumer Electronics Show (CES) in Las Vegas Veian hotel opening. National enterprises in the CES, we achieve superior results. It is understood that this year there are 4,000 people registered to participate in China CES, including manufacturers, media and spectators, in the exhibition hall, there are 327 exhibitors. Haier is the world39。 s most authoritative consumer electronics industry media TWICE named for the Chinese consumer electronics brand. 3. The status of foreign brands in most sectors is still difficult to shake However, we should also see the face of numerous products on the market, allows consumers blurted out genuinely few domestic brands. With the opening up further, to a number of big panies have to squeeze into the Chinese market, Chinese market, a time filled with Sony, CocaCola, Rejoice, Benz and various other international brands, many of these names foreign brands violently hitting the national brand in China. Although the appliance industry, led by Haier brand, Konka, Changhong, TCL and other domestic brands have developed well, but with the Sony, Panasonic, Samsung and other brands, they are still there petitive disadvantage。 in the IT industry, Lenovo, Founder, Great Wall and the brand39。 s petitiveness has improved significantly, but with Europe and the United States, Japan and other countries pared to, brand awareness is still insufficient。 in Consumer Goods market, P amp。 G, Oliver, Henkel, and other international panies have formed the three pillars. Third, the brand strategy implementation in China Problems and Errors Currently, Chinese brands have a huge international market opportunity and space for international brands has been inevitable, but there are also brand building is not unsatisfactory. Our Enterprise Brand Building Problems Factors from the point of microenterprises themselves: there is a lack of technology development, brand petitiveness is not strong。 brand personality, lack of innovation and development capacity。 smallscale production and management, brand development lack of overall planning。 ability of weak exports and international operations, Brand awareness is not strong。 brand positioning is not clear, there is a large range of factors such as blindness. Speaking from the macro social factors: social mechanisms need to be improved, policies and regulations support the need to further strengthen the country39。 s industrial policy, exportoriented policies for different sectors play different role in the promotion and limitation, the financial environment for business investment capacity and market expansion ability and the important influence. The establishment of market system in China has for many years, despite a significant improvement but still not perfect, there still has not really adapt to the market economy, consumer psychology has not yet fully mature. 2. The current situation of global economic integration, the error of the brand strategy implementation (1) Ignore the brand investment, profitoriented Background of economic globalization, international petition is increasingly reflected in the brand39。 s petition, the overwhelming majority of the modern world famous multinational panies, with particular emphasis on the use of brand strategy, brand such a full range of output through the form of multinational corporations gradually occupation of the international market, it is no exaggeration to say that now, the brand has achieved global strategic ob。