英语翻译1．2论文研究的目的和意义品牌不仅是生产经营者为了标识其产品以区别于竞争对手而采用的显著的标记,而且是企业的一笔

英语翻译
1．2论文研究的目的和意义
品牌不仅是生产经营者为了标识其产品以区别于竞争对手而采用的显著的标记,而且是企业的一笔宝贵的无形资产.企业品牌有利于产品参与市场竞争、有利于提高产品质量和企业形象、有利于保护消费者利益.鼓励企业树立品牌意识、推进品牌战略,有利于企业实施规模化、集约化经营,在日趋激烈的市场竞争中生存、发展和壮大.
品牌是生产者,经营者为了标识其产品,以区别于竞争对手,辨认消费者认识而采用的显著的标记.品牌可以是一个名称,一个术语,一种记号,一种象征或设计,也可以是上述若干因素的组合.换言之品牌是用以辨别不同企业,不同产品的文字,图形或文字,图形的有机组合等.现在,品牌已不再仅仅是一个标记了,而是已经成为一个含义更广、更抽象的概念.它是由一个徽章或标记创造的无形资产
把品牌不再作为一个名称、标识或图形来考虑,而是作为一组无形资产来考虑,是一种更完善更有力度的思维方式.
首先是品牌具有识别商品的功能,为广告宣传等促销活动提供了基础,对消费者购买商品起着导向作用.其次,有法律保护的商标专用权,将有力遏制不法竞争者对本企业产品市场的侵蚀.第三,商誉好的商标,有利于新产品进入市场.第四,名牌商品对顾客具有更强的吸引力,有利于提高市场占有率.
品牌是商品质量内涵和市场价值的评估系数和识别徽记,是企业参与竞争的无形资本.企业为了在竞争中取胜,必然要精心维护品牌的商誉.对产品质量不敢掉以轻心,害怕砸自己的牌子.创名牌的过程必然是产品质量不断提高和树立良好企业形象的过程.
经验表明,品牌决策的正确、品牌设计的科学、品牌保护的得力对企业经营成功有十分积极的作用.
1．3论文研究的内容和方法
本文主要的研究内容是实施品牌战略的重要性,品牌战略的现状和存在的问题,并结合双汇集团的实例分析其品牌战略之所以成功的原因以及面对危机和角色转变后品牌战略没有及时调整的后果.所采取的方法和逻辑结构是先明确相关概念,从理论上分析问题,然后通过具体的企业案例总结出相应理论基础.由理论结合实际总结出最终结论.

2the purpose and significance of research
The brand is not only the production operator to mark its product to distinguish it from competitors and the significant markers, and is a valuable intangible assets. The enterprise brand is beneficial to product competition in the market, improve product quality and corporate image, is conducive to the protection of the interests of consumers. Encourage enterprises to establish brand awareness, promote the brand strategy, is conducive to the implementation of enterprise dimensions to change, intensive is changed manage, in the increasingly fierce market competition in the survival, development and growth of.
Brand is the producer, operator to mark its product, to distinguish it from competitors, make consumer awareness of the significant markers. Brand is a name, a term, a mark, a symbol or design, can also be the combination of several factors. In other words the brand is used to identify different enterprises, different product text, graphics or text, graphics, organic combination. Now, the brand is no longer merely a marker, but has become a broader, more abstract concepts. It is a badge or label creating intangible assets
The brand is no longer as a name, logos or graphics to consider, but as a group of intangible assets to consider, is a more perfect more powerful ways of thinking.
The first is the brand recognition is the function of commodity, for advertising and other promotional activities provides the basis for consumers to buy goods, plays a guiding role in. Secondly, there are laws to protect the rights to exclusive use of trademarks, will effectively curb illegal competitor the enterprise products market erosion. Third, reputed trademark, in favor of the new products to enter the market. In fourth, famous brand product to customers with more attractive, beneficial for improving the market share.
Brand is the product quality content and the market value evaluation coefficient and the identifying emblem, is the enterprise participates in the competition of the intangible capital. Enterprises in order to win in the competition, must be carefully maintained the brand reputation. On the quality of products can not let down, afraid of breaking their own brand. The process of creating famous brands must be continuously improve product quality and establish a good corporate image process.
Experience shows that the correct decision-making, brand, brand design, brand protection science capable of business success is a very positive role.
3the research contents and methods
The main research contents of this article is to carry out the importance of brand strategy, brand strategy present situation and the existing problems, and combined with the group example analysis its brand strategy 's success in the face of the crisis and the causes as well as the role after the change of brand strategy without timely adjustment of consequences. The method and logic structure is the first clear the related concepts, theoretical analysis, and then through the concrete enterprise case to summarize the corresponding theoretical basis. By combining theory with practice summed up the final conclusion.