市场营销求翻译 给力分

市场多元化：走向国际

作者： Russow, Lloyd C.

出版： Review of Business

出版日期：1996年3月22日 ，星期五

目标也许是通过重新定位，在现有市场销售更多同类产品；也许是通过产品多元化向同类客户销售更多的新产品。

可以选择的方案就是市场多元化；向新客户销售同类产品，也许是外国客户——走向国际。

.前提条件下： 投入和适应能力

为了开拓国际市场，有两个条件必需满足。取得成功的其中一个必要条件是公司必须付出努力，其中也包括高层管理。正如国内客户一样，国外客户也也需要可靠的信息来源。你不可能指望向国外客户进行间断性销售——当国内市场处于困境时。向国外扩大销售与开发一项新业务不同，这是一项耗费时间和精力的工作。向国外扩大销售的投入超过了履行不请自来的或偶然来自交易展的外国客户订单所需的投入。潜在的销售值得投入。例如：考虑目前加拿大，欧盟成员国和日本等富裕国家的17个大型市场的销售潜力. 这些市场与美国国内市场相比，具有三倍的潜在销售增长。其他太平洋周边国家，如印度，墨西哥呈现切实的中长期机会，而前苏联联盟共国国、东欧、中国和中东的发展，呈现长期的赢利机会

第二个走向国际化的前提条件是愿意作出改变。一个公司将不同的新产品引入市场应以内部文化的改变开始。然而，一个公司不作出一些改变，而想在国外市场销售产品也是不可能的。

当进入新市场的时候，有很多因素需要调整，如：价格体系，促销策略，分销政策和产品本身。下面是需要公司调整战略和政策去适应的一些具体的市场特性的例子。其中一个与文化有关的因素是客户的购买习惯。在欧洲和其他的一些国家，人们购物次数比一般的美国人多，购买量比一般的美国人小。

供参考。

苹果和华为在中国市场品牌营销策略的对比分析研究_英语论文

The Analysis and Comparative Study of Brand Strategies of Apple and Huawei in Chinese Market

摘要

在现如今竞争激烈的手机市场中，国内手机品牌正在争取能在全球市场中留有一席之地。华为作为著名国内手机品牌近几年在手机业务上发展迅猛。华为采用多品牌策略为其扩大了目标消费人群并增加了销量。另一方面，苹果作为外国手机品牌，在全球市场中的成绩也可圈可点，通过与消费者建立情感联系来建立品牌忠诚度从而留住固定消费者。

如今华为想要进军高端市场，这就意味着它要和苹果进行正面竞争。华为需要调整它的品牌策略来吸引中高端消费人群。本文主要阐释了苹果与华为现在采用的品牌策略，展现了两个品牌间的差异，以及华为能从苹果身上学到的优点。最后，论文对华为如何在竞争激烈的手机市场中提高竞争力提出一些建议。

关键词：品牌策略；苹果；华为

Abstract

In the fiercely competitive mobile phone market, domestic mobile phone brands are struggling to fight for a position in the global market. Huawei, as a famous domestic mobile phone brand, has developed its mobile phone business rapidly in the recent years. It employs multiple-brand strategy to enlarge the group of target audiences and to increase the sales volume. On the other hand, Apple as a foreign mobile phone brand, with a great reputation in the global market, retains its target consumer groups by building emotional relationship like fan-ship with its consumers to build brand loyalty.

As Huawei begins to march to high-end mobile phone market, which means it needs to compete with Apple directly, Huawei has to change its brand strategy to adjust to the need of middle-class and upper-class consumer groups. This thesis mainly demonstrates the brand strategies that Apple and Huawei currently employ, the difference between the two brands, and what Huawei can learn from Apple. Finally, some suggestions are made for Huawei to increase its competitive edge in the fiercely competitive mobile phone market.

Key Words: Brand StrategyAppleHuawei

Contents

Acknowledgements i

English Abstract ii

Chinese Abstract iii

Table of Contents iv

List of Tables v

Chapter One Introduction 1

Chapter Two Literature Review 3

Chapter Three Brand Effect on Chinese Consumers 5

3.1 The Influence of Brand Awareness 5

3.2 The Importance of A Good Brand Image 6

3.3 Brand Loyalty 7

Chapter Four The Analysis of Brand Strategies of Apple and Huawei in Chinese Market 8

4.1 Brand Strategies of Apple in Chinese Market 8

4.2 Brand Strategies of Huawei in Chinese Market 9

4.3 Comparisons between Brand Strategies of Apple and Huawei in Chinese Market 11

4.3.1 Product 11

4.3.2 Price 12

4.3.3 Place 13

4.3.4 Promotion 13

Chapter Five Conclusion 14

References 16

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