and 2.5mobile phone market ,which means that, following Sharp, Panasonic, Toshiba,
Mitsubishi, Sanyo, a Japanesemobile phone manufacturers later withdraw from
consumers blurted out genuinely few domestic brands.With the opening up further,to
a number of big companies have to squeeze into the Chinese market,Chinese market,a
brand ,not being registered by trademark, is to be acquired, squeeze, even if the
residue is hard going down really developed very limited.Here atypical case, the last
econonomic construction has made remarkable achievements. From a planned
economy to market economy era Chiness companies, brand management has grown
out of nothing.
Chinese famous erterprises incentives to 100 million,on Dali an 3 million Yuan ,on
brand-name companies have been cities for the 100000yuan reward-200000yuan.
whether the enterprise of
“ Japanese Comthpeanleys”sotnos learned behind?Second,
the brand strategy implementation in China the Current Situation Many old
Information,local governments at all levels of emphasis on
brand-name,organization promoting the efforts,policies measures have greatly
ehangced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other cities on the
time filled with “ sony ” , “-CCoolcaa”， “ rejoice ，”“ Benz” andvarious other
internantional brands,many of these names foreign brands violently hitting the

are 327 exhibitors.Haier is the world ’ms ost authoritative consumer electronics industry media “ TWICE” named for the Chinese consumer electronics brand.
forecast products, follow the trend has been in a passive situation, can not satisfy
market demand; Third, failure to grasp the industry best time to transition is the
the CES,we achieve superior results.
It is understood that this year there are 4000 people registered to participate in
China CES,including manufacturers,media and spectators,in the exhibition hall,there
century 80s to early 90s,he worked in air conditioning sector hit wonders of the
Warburg in 1998,was acquired Kelon,the subsequent deline in brand image is
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
Kapferer,J.H Available online 11 June 2010
Economic globalization,how to adapt to international trends,establish,astrong
brand and enhance our competitiveness,have become pressing issues facing
competition to increase brand awarenss, 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
market, “＆ＰG”，“ Oliver，”“ Henkel，”and other international companies have formed
the three pillars.
Third,the brand strategy implementation in China Problems and Errors.
“ Ko
enterprises.Basedon the analysis of the development of corporate marketing brand
strategy in enterprise marketing role.Enterise needs to sue a variety of means of
Japanese home appliance companies lose an important reason for market dominance.
Japanese companies come to the edge in the Chinese market is causing
companies tothink deeply about our nation ? To make the internanational route and
ten years ago,I think the biggest difference is that Japanesecompanies in China,
Japanesehome appliance market downturn, the following main reasons: First, rigid
national brand in China.Although the appliance industry ,led by haier brand,
，
“ Changhong，”“ TCL” anodther domestic brands have developed well,but with the “ Sony” , “ Panasonic ”“ Samsoutnhg”er abnrdands,they are still there competitive
Chinese market;2 is weak in marketing ,product planning capacity is not strong ,it is
difficult to judge according to their marker lacunch to meet consumer demand and
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
disadvangtage;in the IT industry, “ Leno，vo“”Founder，”“ GreatWall ” andother
countries compared to ,brand awareness is still insufficient;in Consumer Goods
毕 业 设 计（论文） 外文文献翻译
文献、资料中文题目： 企业品牌战略研究 文献、资料英文题目： Brand Strategy Research 文献、资料来源： 文献、资料发表（出版）日期： 院 （部）： 专 业： 班 级： 姓 名： 学 号： 指导教师： 翻译日期： 2017.02.14