打造一個(gè)品牌時(shí)必須徹底搞清楚的事【外文翻譯】_第1頁
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1、畢業(yè)論畢業(yè)論文（文（設(shè)計(jì)設(shè)計(jì)）外文翻）外文翻譯題目：區(qū)域旅游品牌建設(shè)初探一、外文原文標(biāo)題：TheOneThingYouMustGetRightWhenBuildingaBr原文：Asusualmarketersareturninghypeintohyperventilation.Thistimeit’saboutthesupposedendofmarketingasweknowitthankstotheriseofsocialmedia

2、theshiftofpowertoconsumers.Butit’swrongtothinkwe’reenteringawldinwhichtraditionalmarketingactivitiesbrsthemselveswillbecomeirrelevant.Infacttheoppositeistrue.Socialmediamakeitmeurgentthaneverthatcompaniesgetthebasicsrigh

3、tdevelopingreliablydeliveringonacompellingbrpromise.We’velongwkedonmarketingstrategywithcompaniesacrossindustriesoverthepast15yearswe’vefocusedonnewmediarecentlyonsocialmediamarketing.we’vebeendirectlyinvolvedinsuccessfu

4、lnewmediastartupsincludingonespecializingincustomeradvisypanelsonlinebrcommunities.OurconclusionThecompaniesthatwillsucceedinthisenvironmentareexploitingthemanyopptunitiespresentedbysocialmediawhilekeepinganunwaveringeye

5、ontheirbrpromisetheyarejudiciouslyrevisingthemarketingplaybookratherthantryingtorewriteit.LeverageSocialMediaMostcompanieshavecottonedontosocialmediaastoolsfengagementcollabation.Marketersatleadingcompanieshavecreatedliv

6、elyexchangeswithamongcustomersonsitessuchasOPENFum(AmericanExpress)(Procter&Gamble)myPlan(Cisco)FiestaMovement(Fd)tappingintoparticipants’expertisecreativityfproductdevelopment.Ofcoursesocialmediacanalsoboostbrawarenesst

7、rialultimatelysalesespeciallywhenacampaigngoesviral.MeimptantfmostcompanieshoweveristhatthroughstatementsthroughToyotachannels.Drawingonthecompany’sbrreputation—thereservoirofgoodwillearnedoverdecadesofdeliveringonitspro

8、miseofqualityreliabilitydurability—itusedsocialothernewmediaeffectivelytoneutralizemuchofthehostility.ByMarch2010whentherecallwasinfullswingToyotasaleswerereboundingwithCamryCollatoppingthelistofallpassengercarsales.Enha

9、ncethePlaybookAlthoughanycompany’sdecisionaboutwhetherhowtouseanewtoolissituationspecificallcompaniesshouldincpatesocialmediaintotheirmarketingplaybooks.Butwhat’sthebestapproachOuranalysisofthestrategiesperfmanceofadiver

10、serangeofcompaniessuggeststhatgreatbrssharefourfundamentalqualities:?Theyoffercommunicateaclearrelevantcustomerpromise.?Theybuildtrustbydeliveringonthatpromise.?Theydrivethemarketbycontinuallyimprovingthepromise.?Theysee

11、kfurtheradvantagebyinnovatingbeyondthefamiliar.Thesebasicsdon’tsoundlikerocketsciencebutwe’vebeensurprisedbyhowmanycompaniesstillfailtogetthemright.Socialmediacanbeusedtoreinfceallfourevenastheymakethemmeurgent.Lookathow

12、VirginAtlanticAirwayshasusedsocialmediatobuttressthebringbasics.Thecustomerpromise.CustomersexpectinnovationfuninfmalityhonestyvalueacaringattitudefromVAA.Thispromiseisreinfcedateverycustomertouchpointfrommarketingmateri

13、alsthecallcentertotravelagentsincreasinglytravelwebsites.VAAscansthesesites(alongwithlessobviousonessuchas)tolearnwhatpeoplearesaying.Wherethereismisinfmationthecompanyrarelyhastoprovideacrectionbecausesitevisitsusuallyd

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