浅析品牌营销的模仿与创新_英语论文    

A Brief Study on the Imitation and Innovation of Brand Marketing  

摘要

模仿与创新，一直是商业永恒的话题。在品牌营销方面，如何出奇制胜是值得深思的问题。纵观品牌营销，很多的品牌都希望自己创造一个新型的营销模式，可是并没有在漫长的自我摸索中取得令人如意的结果，因此，品牌营销有时候不仅仅是要不断的实践不断的观察，同时学会模仿也是一个很重要的过程。于此同时，还有很多的品牌企业在一味模仿其他人的成功之路，短期内可能获得了一定的欢迎，可是模仿来的总会被时间所淘汰。所以，对于品牌营销，模仿与创新缺一不可，模仿的道路上可以成为一条吸取精华的道路，再加上一定程度创新，就能走出了一条别人无法复制的成功之路。从古至今，胜者为王，无论是模仿还是创新，都不过是手段而已，结果才是最重要的。站在巨人肩膀上的成功会被人所铭记，同样的，基于模仿上的创新也能打造出一片新天地。

本文主要研究在品牌营销中模仿与创新，讨论并分析品牌营销的细节，现状和面临的问题，并且展望品牌营销的未来。除此之外，本文还将比较分析模仿营销和创新营销，了解两种营销所产生的原因，进一步研究两者的运用。同时，本文将解释结合品牌营销的模仿和创新能够最大限度地获得成效。

关键词：品牌营销 模仿 创新 品牌老化 市场

Abstract

Imitation and innovation, has always been an eternal topic of business. When it comes to brand marketing, how win by surprise tactics is a question clearly worth considering. Throughout the brand marketing, a lot of brands want to create a new marketing model, but they cannot achieve desired results in the long process of trying. Therefore, brand marketing needs not only a process of continuing the practice and observation, but also learning to imitate. At the same time, there are a lot of brand enterprises blindly imitate the success of other people's road, in a short term, they may have been a welcome, however, the imitation will always be abandoned by time. So, for brand marketing, imitation and innovation are indispensable. The route of imitation can be a road to absorb the essence, coupled with a certain degree of innovation, and then it can be a highway to success that nobody else can duplicate. Throughout history, winner is king, whether imitation or innovation, is just a means, the result is the most important. The success which stands on the shoulders of giants will be remembered, similarly, the innovation based on imitation can create a new world. 

This paper will focus on imitation and innovation in brand marketing, discuss and analyze the details, status and problems of brand marketing, then look forward to the future of brand marketing. In addition, this thesis will be a comparative analysis of imitation marketing and innovation marketing, understand the reasons for the two marketing, and further study the application of both. At the same time, this article will explain the combination of brand marketing imitation and innovation to maximize the effectiveness.

Key words: brand marketing  imitation  innovation  brand aging  market

Contents

摘 要 1

Abstract 2

Chapter 1 Introduction 3

Chapter 2 Brand Marketing 5

2.1 Definition of Brand Marketing 5

2.2 Important Elements of Brand Marketing 5

2.2.1 Quality First 5

2.2.2 Integrity First 6

2.2.3 Positioning Accuracy 6

2.2.4 Distinctive Personality 6

2.2.5 Clever Communication 6

2.3 The Current Situation and Confronting Problems of Brand Marketing 7

2.3.1 The Current Situation 7

2.3.2 The Confronting Problems 7

Chapter 3 Imitation of Brand Marketing 9

3.1 Importance and Limitations of Imitation 9

3.1.1 Importance 9

3.1.2 Limitations 10

3.2 Development tendency 10

3.3 Sustainability of Imitation 11

Chapter 4 Innovation of Brand Marketing 13

4.1Analysis of Time-Honored Brands Aging 13

4.1.1 Performance of Brand Aging 13

4.1.2 Reasons and Risks of Brand Aging 14

4.2 Significance of Marketing Innovation 14

4.3Countermeasures of Brand Marketing Innovation 15

Chapter 5 Future Development Strategy 18

5.1 Adaptation of Imitation innovation strategy 18

5.2 How to Innovate from Imitation 19

Chapter 6 Conclusion 20

Acknowledgments 21

References: 22