5、外文文献翻译产业集群,区域品牌,Industrial cluster ,Regional brand

《5、外文文献翻译产业集群,区域品牌,Industrial cluster ,Regional brand》由会员分享，可在线阅读，更多相关《5、外文文献翻译产业集群,区域品牌,Industrial cluster ,Regional brand（12页珍藏版）》请在装配图网上搜索。

1、外文文献翻译(附原文)外文译文一：产业集群的竞争优势以中国大连软件工业园为例Weilin Zhao,Chihiro Watanabe，Charla-Griffy-BrownJ. Marketing Science,2009(2):123-125.摘要：本文本着为促进工业的发展的初衷探讨了中国软件公园的竞争优势。产业集群深植于当地的 制度系统，因此拥有特殊的竞争优势。根据波特的“钻石”模型、SWOT模型的测试结果对中国大连 软件园的案例进行了定性的分析。产业集群是包括一系列在指定地理上集聚的公司，它扎根于当地 政府、行业和学术的当地制度系统，以此获得大量的资源，从而获得产业经济发展的竞争优势。为

2、 了成功驾驭中国经济范式从批量生产到开发新产品的转换，持续加强产业集群的竞争优势,促进工业 和区域的经济发展是非常有必要的。关键词：竞争优势；产业集群；当地制度系统；大连软件工业园；中国；科技园区；创新；区域发 展产业集群产业集群是波特1也推而广之的一个经济发展的前沿概念。作为一个在全球经济战略公认的专 家,他指出了产业集群在促进区域经济发展中的作用。他写道：集群的概念,“或出现在特定的地理 位置与产业相关联的公司、供应商和机构，已成为了公司和政府思考和评估当地竞争优势和制定公 共决策的一种新的要素。但是，他至今也没有对产业集群做出准确的定义。最近根据德瑞克、泰克 拉2和李维3检查的关于产业集

3、群和识别为“地理浓度的行业优势的文献取得了进展”“。地理集中” 定义了产业集群的一个关键而鲜明的基本性质。产业由地区上特定的众多公司集聚而成,他们通常有 共同市场、 ,有着共同的供应商,交易对象,教育机构和其它像知识及信息一样无形的东西，同样地, 他们也面临相似的机会和威胁。在全球产业集群有许多种发展模式。比如美国加州的硅谷和马萨诸 塞州的 128 鲁特都是知名的产业集群。前者以微电子、生物技术、和风险资本市场而闻名,而后者则 是以软件、计算机和通讯硬件享誉天下4。对软件公司为什么倾向于集聚的原因进行了分析,发现聚 集特别着重于转会信息和知识的转变方面。 5事实上,尽管关于产业集群的研究已经通

4、过经济发展、 战略管理、知识共享,技术溢出的检验,但是很少有制度系统给产业集群带来的竞争优势进行研究。 李维所介绍的, 6产业集群分为两种类型:垂直整合集群与横向集成集群。第一种集群是“由相关联 的买卖关系的产业组成的” ,第二种集群是“可能有最终产品的共同市场,使用常见的技术或劳动力 技能,或要求相似的自然资源”。 6 本文所检验的软件工业园所指的是第二种集群类型的一部分。参考文献：1 Porter ME.The competitive advantage of nations.New York:Free Press;1990.2 Doeringer PB,Terkla DG.Busines

5、s strategy and cross-industry clusters. Economic Development Quarterly 1995;9:225 -7.3 Leveen J.Industry Cluster Literature Review.Available from:.456外文原文一：Competitive advantage in an industry cluster:The case of DalianSoftware Park in ChinaWeilin Zhao,Chihiro Watanabe，Charla Griffy-BrownJ. Marketin

6、g Science,2009(2):123-125.This paper explores the competitive advantage of Chinese software parks for promoting industrial development. These industry clusters provide competitive advantage because they are rooted in local institutional systems. Taking the case of Dalian Software Park in China, this

7、 analysis is conducted qualitatively based on Porters diamond model, SWOT framework and interview results. Industry clusters, which encompass a series of inter- connected firms in designated geographic concentrations, show competitive advantages for industrial development with substantial resources

8、rooted in local institutional systems including government, industry and academia aspects. In order to successfully navigate the economic paradigm shift from mass manufacturing production to innovative new product development in China, it is essential that the competitive advantages of industry clus

9、ters are strengthened and sustained in order to enhance industrial development, generate innovation and increase regional economic growth.: Competitive advantage；Industry cluster；Local institutional systems；Dalian SoftwarePark；China；Technology parks；Innovation；Regional growthIndustry cluster“Industr

10、y cluster is a current concept in economic development, also popularized by Porter1.As a recognized expert in global economic strategies, he discusses the power of industry clusters to advance regional economies. He writes: The concept of clusters,or groups of interconnected firms, suppliers, relate

11、d industries, and institutions that arise in particular locations, has become a new way for companies and governments to think about economies, assess the competitive advantage of locations, and set public policy. However, there has been no exact definition of industry cluster until now. Recent rese

12、arch by Doeringer and Terkla2and Leveen3examine the literature regarding industry clusters and identify them asgeographical concentrations of industries that gain performance advantages through co-location.Geographical concentrationis the key that defines thebasic but distinctive characteristic of a

13、n industry cluster.As a specialized concentration of firms and industries in a region, they usually have common markets, and share common suppliers, trade, or education institutes, and intangible things like know-how and information; similarly, they also may face similar opportunities and threats. T

14、here are many industry cluster development models in countries around the world. For example, in the U.S., Silicon Valley (California) and Route 128(Massachusetts)are well-known industry clusters. The former is famous for microelectronics, biotechnology, and venture capital markets while the latter

15、is well known for its software, computer, and communications hardware 4.The reasons why software firms tend to cluster were analyzed, with a special focus on the transfer of infor-mation and knowledge 5. In fact, although research about industry clusters has been examined from the perspectives of ec

16、onomic development, strategic management, knowledge sharing, and technology spillover, there is little research that addresses the competitive advantage offered by industry clusters that are based on institutional systems.As introduced by Leveen6,industry clusters can be classified into two types :v

17、ertically integrated clusters and horizontally integrated clusters. The first type of cluster is made up of industries that are linked through buyer-seller relationships; the second one includes industries which might share a common market for the end products, use a common technology or labor force

18、 skills, or require similar natural resources 6.The software parks that we examine in this paper can be considered part of the second type.参考文献：1 Porter ME.The competitive advantage of nations.New York:Free Press;1990.2 Doeringer PB,Terkla DG.Business strategy and cross-industry clusters. Economic D

19、evelopment Quarterly 1995;9:225 -7.3 Leveen J.Industry Cluster Literature Review.Available from:.456外文译文二：企业品牌战略研究Kapferer,J.H Strategic Brand Mnanagement J. Kogan Page,LondonJ. Marketing Science,2010(2):52-61.在经济全球化的今天，如何适应国际化潮流，建立强势品牌，提高竞争能力，已经成为国内企 业面临的迫切问题。本文在分析我国企业营销品牌战略发展状况的基础上，从品牌战略的内涵与其 功能意义

20、入手，探讨了品牌战略在企业营销中的作用。企业需要综合运用多种竞争手段提高品意， 搞好品牌定位，塑造良好品牌形象。一、日系品牌全线崩溃2006年11月22日上午，NEC宣布将推出2G及2.5G手机市场，这意味着继夏普、松下、东芝、 三菱、三洋之后又一家日本手机厂商退出中国市场，日系手机除京瓷外几乎全部退出中国2G手机市 场的争夺。如果我们总结今天的中国家电市场与十年前有什么不同的话，我想，最大的不同就是，日系企 业在中国的繁荣已经渐行渐远。对于日系手机败退，乃至日系家电走到中国市场的低谷，主要原因有以下几点：一是企业制度 呆板，决策困难，反应速度慢，与另市场现实格格不入，难以适应快速变化的中国市

21、场;二是市场营 销能力弱，产品规划能力不强，很难根椐自己对市场的判断与预测推出迎合消费需求的产品，一直 处于跟风的被动局面，无法满足中国市场的需要;三是未能把握住产业转型最佳时机，是日系家电企 业失去市场主导地位的重要原因。日系企业在中国市场上走到边缘是否引起我们民族企业的深思？欲走国际化路线的企业又 是否从“日系企业”的背后吸取教训？二、我国企业实施品牌战略的现状分析处1、众多昔日名牌“昙花一现”中外企业在市场上的品牌大战，使刚刚成长起来的民族品牌受到极大的冲击。上世纪80年代稍 有知名度的品牌，不是被抢注商标，就是被收购、挤垮，即使残留下来的也是惨淡经营，真正发展 起来的极为有限。这里典型

22、的案例，上世纪80年代至90年代初期，曾在空调界创下奇迹的华宝空 调，在 1998 年被科龙收购，其后的品牌形象就一再下滑。2、品牌战略已日渐引起国内企业重视，政府的扶持自上世纪80 年代改革以来，我国社会主义经济建设取得了令人瞩目的成就，从计划经济时代走 向市场经济时代的中国企业，品牌经营无从无到有。资料显示，各地各级政府在对名牌的重视程度、组织推进力度、政策措施上有大幅度提升，青 岛、深圳、武汉、宁波、沈阳等市对中国名牌企业的奖励为100 万元，大连为300 万元，对获省市 名牌的企业奖励为10万元20 万元。2007年1月8日至1月11日，第40届国际消费电子展（CES）在美国杜斯维加斯

23、的威尼斯酒 店开幕。在CES上我们民族企业取得骄人的业绩。据了解，今年中国有4000人注册参与CES，包括 厂商、媒体和观众，在展馆中，有327家参展商。海尔被全球最权威的消费电子行业媒体TWICE 评选为另消费电子第一品牌。3、洋品牌的地位在多数行业仍是难以动摇的但是，我们也应看到，面对市场上纷繁的产品，真正能让消费者脱口而出的国内品牌屈指可数。 随着对外开放的深入，国际上一些大公司纷纷挤入中国市场，一时间中国市场上充斥着“索尼”、 “可口可乐”、“飘柔”、“奔驰”等种种国际名牌，这些名目众多的洋品牌猛烈地撞击着中国的 民族品牌。虽然在家电行业，以海尔品牌为首，“康佳”、“长虹”、“CL”等

24、国产名牌已发展得 不错，但同“索尼”、“松下”、“三星”等名牌相比，仍然存在竞争劣势在IT行业，“联想”、 “方正”、“长城”等品牌的竞争力都有明显提高，但与欧美、日本等国的产品相比，品牌知名度 仍有不足;在日用消费品市场，“宝洁”、“利华”、“汉高”等国际公司已形成三足鼎立之势。 三、我国企业实施品牌战略中存在的主要问题及误区目前，中国品牌走向国际市场有着巨大的机遇和空间，品牌的国际化已纱可避免，然而品牌建 设中也存在着不尽如人意的问题。我国企业实施品牌建设存在的问题从微观企业自身因素角度：存在技术开发能力不足，品牌竞争能力不强;品牌个性不足，缺乏创 新和发展能力;生产和经营规模偏小，品牌发

25、展缺乏整体规划;出口和国际经营能力偏弱，品牌意识 不强;品牌定位不明确，存在较大的盲目性等一系列因素。从宏观社会环境因素上讲：社会机制有待 进一步改善，政策法规的支撑需要进一步加强，国家的产业政策，出口导向政策对不同的行业起着 不同的促进和限制作用，金融环境 对于企业的投资能力和市场扩张能力也有相当重要的影响力。我 国建立市场体制也有好多年了，虽有了很魇改善但仍不够健全，有些方面还未真正适应市场经济的 要求，消费者的心理还未完全成熟。1、忽视品牌投资，急功近利 经济全球化背景下，国际竞争越来越表现为品牌的竞争，现代跨国公司绝大多数都是知名品牌公司， 尤其注重品牌战略的运用，通过品牌这种全方位的

26、输出形态，跨国公司占领了国际市场，可以毫不 夸张地说，而今，品牌已是跨国公司实现全球战略目标的锐利武器，是实现资本扩张的重要手段。 冰冻三尺，非一日之寒。品牌绝不可能在短期内创出来，是一个长期积累的过程。很多企业没有清 醒地认识到这一点，妄图在短时间内创出一个名牌，而忽视了长远的规划和战略。2、品牌战略一项系统工程 品牌战略的实施是一项系统工程，是企业整体发展战略与竞争战略的重要组成部分。品牌战略的实 施是企业整体素质与整体形象的提高，需要有科学的经营理念和高超的动作技巧，但国内不少企业 品牌策划在此方面表现得尤为拙劣和急功近利，影响了企业品牌的发展，实际工作中出现了不少这 样的误区：如认为创

27、建品牌工八就是给产品取个好名字，提高产品知名度或把产品包装一下;好的品 牌是个令人满意的视觉标志而已;广告是培育知名品牌的唯一手段，除了在媒体上大肆做广告外，其 他别无关注;企业产品规模一旦形成了，知名品牌就自然而然地建立了;知名品牌等同于高价，必须 不切实际地提高产品价格等。有的企业甚至在品牌低价出售转让，如我国现有20 多万个“三资”企 业中，有90%以上的合资企业在使用外方品牌;广州洁银牙膏厂以200 万元低价将品牌转让给合资企 业等，就是这样的突出事例，现今其可怕后果已日渐显现出来丧失了本国企业自身品牌、产品 与知识产权，民族产业竞争力究竟何在！3、产品是企业在市场中竞争优势可以很快被

28、竞争对手模仿、超越，而品牌却难以逾越，真正持 久的竞争优势来自于不断创新，以“不变”应“万变” 品牌是核心竞争力的集中体现。市场是瞬息万变的，任何品牌都面临着随时被淘汰的危险。过于看 重现有的成绩，不重视创新，是导致很多品牌“下马”的重要原因。可口可乐公司前任首席营销官 塞尔齐曼说，“品牌是唯一使公司产品和服务有别于竞争对手标志，是开辟市场最有效的武器，优 秀的品牌可以让你的品牌脱颖而出。”产品的物理属性、数量、价格、质量、服务等很容易被竞争 对手模仿，而品牌除了产品本身，还包含了附加在产品上的文化、背景、情感、消费者认识等无形 的东西，使企业永远立于市场竞争的不败之地。消费者的认知决定企业的

29、命运，而品牌又直接的影 响了消费者的认知。品牌是市场中企业相互区别的重要标志，是消费者进行消费的风向标，以品牌 为核心已成为企业重组和资源重新配置的重要机制。 四、民族企业在品牌国际化进程中如何进行品牌定位1、以科技为后盾，树立“质量第一，以质取胜”的经营理念，品牌的时尚要素、个性化的突出。 产品质量是创造名牌的基石。产品的竞争力表现为品牌的竞争，而品牌竞争所依仗的则是产品的内 在质量。一个品牌成长为品牌靠的是质量，一个品牌在市场上倒牌也大多是因为质量出了问题。所 以，可以说，质量是品牌生命之所系。此外，企业还应借鉴国外成功经验，提高自己的设计开发能。企业要敢在新技术革命的挑战中创造 自己的品

30、牌，提高产品的市场竞争能力，就必须在技术创造上下功夫。在世界个性化趋势的变化中， 顾客的价值体验和差异化价值实现已经直接决定了产品的最终销售，个性化服务不可或2.强化市场营销，提高品牌认知度，将品牌战略有机地融合于企业整体战略，并促进整体战略的 发展。市场营销是实施品牌战略中的重要一环。通过选择正确的市场营销方式，可以有效地利用品牌 效应让品牌家喻户晓，扩大市场占有率。实施品牌战略布施一项孤立的工作，而是与企业整体发展 战略息息相关的。一个品牌形象的塑造绝不仅仅是品牌自身的事情，涉及到企业经营管理的所有重 大战略决策，这些重大战略决策都要自觉地围绕品牌来进行，来展开。外文原文二：Brand S

31、trategy ResearchKapferer,J.H Strategic Brand Mnanagement J. Kogan Page,LondonJ. Marketing Science,2010(2):52-61.Economic globalization, how to adapt to international trends, establish, a strong brand and enhance our competitiveness, have become pressing issues facing enterprises. Based on the analys

32、is of the development of corporate marketing brand strategy in enterprise marketing role. Enterise needs to sue a variety of means of competition to increase brand awarenss,improve brand positioning,an create a good brand image.Economic globalization,how to adapt to international trends,establish,a

33、strong brand and enhance our competitiveness,have become pressing issues facing enterprises.Based on the analysis of the development of corporate marketing brand strategy in enterprise marketing role.Enterise needs to sue a variety of means of competition to increase brand awarenss, improve brand po

34、sitioning, an create a good brand image.First, Japanese brands across the board defeatNovember 22,2006 morning, NEC announced that it would withdraw from 2G and 2.5mobile phone market ,which means that, following Sharp, Panasonic, Toshiba, Mitsubishi, Sanyo, a Japanese mobile phone manufacturers lat

35、er withdraw from 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 ten years ago,I think the biggest difference is that Japanese companies in China, J

36、apanese home appliance market downturn, the following main reasons: First, rigid enterprise system, decision-making difficult, the reaction was slow, incompatible with the reality of the Chinese market ,it is difficult to adapt to the rapidly changing Chinese market;2 is weak in marketing ,product p

37、lanning capacity is not strong ,it is difficult to judge according to their marker lacunch to meet consumer demand and 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 Japanese home

38、 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 whether the enterprise of “Japanese Company”to the lessons learned behind?Second,

39、the brand strategy implementation in China the Current Situation Many old famous“flash in the pen”Chinese and foreign enterprises in the Chinese market the brand war;just grow up to be a great impact on national brands. The last century, a little-know 80 s brand ,not being registered by trademark, i

40、s to be acquired, squeeze, even if the residue is hard going down really developed very limited.Here atypical case, the last 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 repeated.Brand stra

41、tegy has been an increasing emphasis on domestic enterprises caused the government to support.Since the 80s of last century reform and opening up,China s socialist econonomic construction has made remarkable achievements. From a planned economy to market economy era Chiness companies, brand manageme

42、nt has grown out of nothing.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 Chinese famous erterprises incentives to 100 million,on Dali

43、 an 3 million Yuan ,on brand-name companies have been cities for the 100000yuan reward-200000yuan.Japanese 8th 2009 year to Japanese 11th,the 40th International Consumer Electronics Show(CES) in Las Vegas Ventian hotel opening.National enterprises in the CES,we achieve superior results.It is underst

44、ood that this year there are 4000 people registered to participate in China CES,including manufacturers,media and spectators,in the exhibition hall,there are 327 exhibitors.Haier is the world s most authoritative consumer electronics industry media “TWICE”named for the Chinese consumer electronics b

45、rand.3.The status of foreign brands in most sectors is still difficult to shakeHowever,we should also see the face of numerous products on the market,allows consumers blurted out genuinely few domestic brands.With the opening up further,to a number of big companies have to squeeze into the Chinese m

46、arket,Chinese market,a time filled with“sony”, “Coca-Cola”，“rejoice”，“Benz”and various other internantional brands,many of these names foreign brands violently hitting the national brand in China.Although the appliance industry ,led by haier brand,“Konka”，“Changhong”，“TCL”and other domestic brands h

47、ave developed well,but with the “Sony”,“Panasonic”“Samsung”and other brands,they are still there competitive disadvangtage;in the IT industry“, Lenovo”，“Founder”，“Great Wall”and other countries compared to ,brand awareness is still insufficient;in Consumer Goods market, “PG”，“Oliver”，“Henkel”，and ot

48、her international companies have formed the three pillars.Third,the brand strategy implementation in China Problems and Errors.Currently,Chinese brands have a huge international marker opportunity and space for international brands has been inevitable,but there are also brand building is not unsatis

49、factory. Our Enterprise Brand Building ProblemsFactors from the point of micro-enterprises themselves:there is a lace of technology development,brand competitiveness is not strong;brand personality,lack of innovation and development capacity;small-scale production and management,brand development la

50、ck of overall planning;ability of weak erports and internantional operations,Brand awareness is not strong;brand positioning is not clear,there is a large range of factors such as blindness.Speaking from the macro social factors:social mechanisms need to be improved,policies and regulations support

51、the neeed to further strengthen the country s industrial policy,export-oriented policies for different sectors play different role in the country s industrial policy,export-oriented policies for different sectors play different role in the promotion and limitation,the financial environment for busin

52、ess investment capacity and market expansion ability and the important influence.The establishment of market system in China has for many years,despite a significant improvement but still not perfect,ther still has not really adapt to the market economy,consumer psychology has not yet fully mature.2

53、.The current situation of global economic integration, the error of the brand strategy implementation(1) Ignore the brand investment,profit-orientedBackground of economic globalization, international competition is increasingly reflected in the brand s competition, the overwhelming majority of the m

54、odern world famous multinational companies with particular emphasis on the use of brand strategy, brand such a full range of output through the form of multinational corporations gradually occupationof the internantional market. it is no exaggeration to say that now,the brand has achieved global str

55、ategic objectives of transnational corporations sharp weapon,is an important means to achieve capital expansion.Rome was not built in a day cold .Brand never be in the short term invented to be a long process of accumulation. Many enterprises do not clearly recognize this point,attempt to create a b

56、rand in a short time,but ignored the long-term planning and strategy.(2) Brand strategy is a systematicThe implementation of brand strategy is a systematic,enterprise strategy and the overall development of an important component of competitive strategy.The implementation of brand strategy is to rel

57、y on their overall quality and overall image enhancement,the need for scientific management idea and superb operational skills,but quit a few brand planner in this regard was particularly poor performance and immediate impact brand development ,practical work in the emergence of many such errors:If

58、that job is to create a brand to take a good brand is drawing a satisfactory visual signs only;Advertising is the only way to cuoltivate well-known brands,in addition to adbertising in the media ,big,the other no attention;scale enterprise product once formed,well-known brands on the naturally estab

59、lished;well-known brand is equivalert to high price,to be unrealistically improve the product price.Some companies even to furthrer in the brand Wrong Operation not hesitate to give up their own brand business,with foreign companies,brands,or to sell its own brand low-cost transfer,such as our perse

60、nt more than 20 million “three capital”enterprises,there 90% of the joint venture using the foreign brands;clean silver toothpaste fctory in Ghuangzhou to 2 million yuan cheap to transfer to joint ventures and other brands,is one such outstanding erample of the terrible consequences of today has bec

61、ome increasingly apparent-lost domestic enterprises own brand,product and intellectual property rights,national industrial competitiveness lie!(3) Product is the enterprise competitive advantage in the market can be quickly imitated by competitors,beyond,the brand is insurmountable,real and lasting

62、competitive advantage comes from innovation,in order to “change”shouldbe “status quo”Brand is the concentrated expression of the core competitiveness.The market is constrantly changing face of any brand at any time to be out of danger .Too much emphasis on the existing achievements,do not attach imp

63、ortance to innovation,leading to a lot of brand-name “dismount”the major reason.Coca-Cola s former chiefmarketing officer Sergio Zyman,“the brand is only the company logo products and services are different from competitors,is the most effective weapon to open up the market,excellent brand can make

64、your product stand out.”Products physical properties,quantity,price,quality,service is very easy to make your product stand out.” Products physical properties, quantitiy, price, quality,service is very easy to imitate competitors, Er brands, along with the product itself,also includes an attatched p

65、roduct to cultural background, emotional, consumer cognition invisible things,so that enterprises Yong Yuan Li in the competition undefeated.Consumer awareness deciding the fate of the brand has a direct impact on consumer awareness.Brand is the difference deciding the fateof the brand has a direct impact on consumer awareness.Brand is the difference between the market enterprise important symbols is the benchmark for consumer spending to brand as the core has become a cor porate restructuring and realloca