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下面为大家整理一篇优秀的essay代写范文- The famous brand strategy of American enterprises，供大家参考学习，这篇论文讨论了美国企业的名牌战略。名牌不是企业的固有资产，而是多种因素综合作用、多年努力渐次积累的结果。美国企业十分重视品牌的宣传，其投入之大，艺术性之强，以及回报之丰厚，都相当惊人。美国企业在大力宣传自己品牌的同时，又把保护品牌作为一个常规性的工作贯穿在日常经营活动之中。为了防止假冒与侵权，美国企业将同类产品中与自己产品商标相似的文字、图形进行注册。对商标的管理也特别细致和严格，一经发现他人申请的商标与自己注册的商标相同或相似时，他们会及时提出异议，运用法律手段保护自己的注册商标。

Famous brand is not the inherent assets of enterprises, but the comprehensive effect of a variety of factors, years of efforts gradually accumulated results. American companies attach great importance to the promotion of their brands. The huge investment, artistic strength and rich returns are quite amazing. Take Coca Cola for example. Coca Cola has a history of 114 years. It contains 99% water and accounts for 50% of the carbonated drinks in the world. The company spent two-thirds of its profits on social causes, perpetuating its legend among the public. Coca-Cola propaganda, very attention to three-dimensional effect, no matter in which corner of the earth, as long as the product in place, its various publicity materials, publicity advertising, publicity activities also immediately in place, outstanding and eye-catching red and white signs immediately blots out the sky, filled with people's audio-visual space.

While vigorously promoting their own brands, American enterprises take brand protection as a routine work throughout their daily business activities. The principle of "registration first" is well known in the United States. In order to prevent counterfeiting and infringement, American enterprises also register words and graphics similar to their own trademarks in similar products. The administration of trademarks is also very meticulous and strict. Once it is found that the trademark applied for by others is identical or similar to that registered by themselves, they will raise objections in time and protect their registered trademarks by legal means.

The establishment, protection and development of famous brands, in the final analysis, depend on consumers' trust and praise for product quality. Without first-class quality, it is impossible to win the "monetary vote" of consumers, and it is impossible to make a profit, which has formed a consensus in corporate America. Kitt piller tractor company has a doctrine of product quality and reliability. According to the respected happiness magazine, the company's goal is "to produce the world's best and most efficient crawler tractor, and they are desperate to achieve that goal." In order to ensure the quality, American enterprises generally require their senior leaders to receive quality management training, and their salaries, bonuses and other rewards are all focused on the achievement of quality. In some enterprises, 40% of the rewards for managers are based on the quality.

Brands don't have tenure. Brands should always occupy the market. We have to keep innovating. In the United States, both the government and enterprises attach great importance to the investment in scientific and technological innovation. The annual expenditure on scientific and technological research and development accounts for about 3% of the GDP. They also according to the product life cycle theory, the product is divided into its early, growth, maturity and decline four stages, and put forward the famous brand product to often excellences, you must have a technical team to constantly develop new products, so that before a product into a recession, decisively to use another new product to replace, so as to prolong the service life of famous brand. In addition, they also develop the product line and product project under a famous brand, so as to form a famous brand family with relevant characteristics, so that each product line and product project are related to each other and complement each other and achieve the effect of system integration.

A survey report of the United States shows that the new products in the American commodity market account for one quarter on average every year, but only one in 10.75% of the new products that seize the market and can stand the competition disappear due to sales difficulties. Therefore, in order to get a place for survival and development in the cut-throat competition, enterprises try their best to segment the market and meet diversified marketing strategies. The so-called market segmentation is to give full consideration to customers' wishes and actual conditions, divide customers into many parts with different standards, and specifically develop and adjust their products and services according to different consumption needs of each part of customers, so that their products and services are different from the general.

Without famous brand, the enterprise cannot get market pass, without scale, famous brand cannot expand to market share. Only the linkage of famous brand and scale can transform the "excellent" of the product into the "excellent" of the market and maximize the operating profit. In the history of American economic development, the wave of merger is higher than the wave, especially the fifth merger wave, which is in the ascendant. It crosses national boundaries and touches many fields, creating one world first after another. For example, Boeing merged with McDonnell Douglas to become the world's largest airline company, mobil merged with exxon to become the world's largest oil company, and Daimler Benz invested 40 billion dollars to acquire Chrysler to become the world's largest automobile manufacturing group. These high-starting point mergers with complementary advantages form a strong shock wave in the world, and dominate the world market with an irresistible scale advantage, forming a high monopoly benefit.

Good flowers need green leaves to support them. Brand products in order to maintain youth in the minds of customers, it is necessary to have high quality brand service to match. In some good American companies, the principle of "service first" is almost obsessive. They regard service, especially after-sales service, as an overriding business strategy and always try their best to provide the best service to customers. In a bid to give IBM a competitive edge over its rivals, IBM promises to answer every customer's question and answer every word of god within 24 hours. In order to understand the service attitude to customers, the company conducts an employee attitude survey every three months, and the head of each department insists on visiting users on time. It has become a business secret of IBM to consolidate and expand the market by creating first-class service. In addition, the company's chairman, general manager and all senior management personnel receive a monthly report on changes in customers, and the company's decision makers respond accordingly.

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