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Passage 1

admin2014-12-09  31
问题 Passage 1
我谈一下企业的品牌塑造战略。在成本、产品与品牌三种优势中，中国企业能尽快获得的最大优势还在于成本优势，尽管成本也在不断提高，但与外国企业相比仍有一定优势。最大的劣势就是品牌劣势。必须承认，我国目前以市场经济为导向的品牌企业为数有限。
    我们在国际消费品市场上与外国企业竞争，比在生产资料市场上竞争要困难得多。原因是在生产资料市场上，买东西的人都是专家，所以品牌不如成本重要。只要做出成本低的产品，对方就愿意买。但是我们在消费品市场上面临的都是普通消费者，所以品牌就非常重要。
选项
答案 I’d like to talk about the brand-naming strategies of enterprises. Among the three advantages, namely, cost, product and brand, the biggest advantage Chinese firms can quickly obtain is the cost advantage. Although our costs are on the rise, we still have some edge over foreign firms. The biggest disadvantage is brand recognition. We have to accept the fact that Chinese brand-name businesses with market-orientation are scarce. It is more difficult to compete with foreign businesses on international consumer goods market than on capital goods market. This is because on the capital goods market, buyers are all experts in their respective fields and therefore, brand is not as important as cost. As long as products are low cost, buyers will buy them, anyway. Nevertheless, the consumer goods market faces the general public. Brands, therefore, mean a lot to them/are of great concern to them.
解析
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