| 2004年考研英语写作点题(五)中国品牌篇 |
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| 作者：佚名 文章来源：网络 更新时间：2004-3-18 |
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中国入世之后，中国的经济一直是国内外关注的一个焦点。国外的产品如何进入中国，国内的产品如何走向世界，这是人们关注的一个重大问题。民族品牌如何立足于世界之林？在这个专题中，我给大家所提供的文章是有关于中国品牌如何能够走向世界。我们也衷心地希望更多的中国品牌能像海尔一样为民族争光。
1． How can Chinese Brands go global? 中国品牌如何走向国际？
How can Chinese national brands get established in the international market-place?
No one would doubt the importance of valuable brands and the impression such brands make on the buying public. That is why consumers are prepared to pay more money for products that have a reliable name. When the difference in quality among various products or services becomes less differentiated, what distinguishes a product from others is the brand.
How can Chinese brands find their way into the international market? First, control over Chinese firms by foreign brands must be removed. A brand strategy could be deemed an anti-control strategy. Since original equipment manufacturing form a great barriers between foreign consumers and Chinese manufacturers, Chinese manufacturers have no brand for their own products and thus can accumulate no brand loyalty even if the products they produced are widely sold.
Second, Chinese manufacturers need to develop the key technology for their brand and own the property rights to that technology. A good example is the CDMA (code-division multiple-access) technology used for mobile phones. The patent fees charged to Chinese manufacturers have been a heavy burden and added to the cost of CDMA phone handsets, thus limiting the growth of CDMA use in China. Without a self-owned brand, Chinese manufacturers will need to copy technology from other manufacturers and therefore they will not have the momentum to take the lead in technology innovation.
Third, Chinese manufacturers need to have their own brand strategy. Without their own brands and without promotion of those brands, Chinese manufacturers will have no idea what consumers in other countries really want. Therefore, they will be unaware of how to promote their products in those overseas markets.
In conclusion, turning a brand strategy into reality is totally different from thinking about a strategy. Yet, when Chinese manufacturers start to think about strategy, they have already made the first very important step forward to achieve the goal of establishing an international brand. (312 words)
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