商务英语阅读上册课件第二版国晓立 周树玲ISBN 9787566300270 unit 12.ppt

Unit Twelve Teaching Objectives 了解企业塑造品牌的重要性 了解企业塑造品牌的策略 了解我国品牌塑造的现状 Teaching Emphases foothold heritage patent take for granted longevity Content Text Fast Reading I Fast Reading II TEXT The Survival of the Old Brands Pre-reading questions 1. How many time- honored Chinese brands do you know? 2. What are the possible reasons that these brands still exist? During his first visit to China in 1972, former U.S. President Richard Nixon received two pandas from the Chinese Government as a sign of friendship. Whats less known is that he also took home some White Rabbit milk candy as a special gift from Premier Zhou Enlai. White Rabbit milk candy is even today a household name in China. The story goes that it was Zhou’s favorite snack when he worked late at night. And it was also the secret love weapon of world champion weightlifter Zhang Guozheng, who moved his girlfriend with 20 kilograms of the candy. White Rabbit is one of many long-standing and famous Chinese brands tied to social development and key historical events. The Ministry of Commerce gave the designation of “time-honored brand” to 430 brands around China. According to selection criteria, these brands must have been in existence before 1956 and highly popular among customers. Worldwide, China-made textiles and home appliances enjoy great popularity and contribute greatly to the countrys trade surplus because of their low price and good quality. At home, however, old brands are struggling to gain a foothold in the domestic market, where competition from multinational giants is intensifying. These brands have experienced hardships during their long history. After being established by a family or an individual hundreds of years earlier, most of the enterprises became state-owned in the 1950s. After decades under the planned economy, theyve started to face fierce competition under the market economy. Fang Shuying, chairwoman and general manager of Tianjin Laomeihua shoe shop, said, “A heritage brand