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| 个人信息 |
| 姓 名： |
韩译员 [编号]:1600 |
性 别： |
女 |
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| 擅长专业： |
金融、会议、新闻、教育、文学 |
出生年月： |
1988/3/1 |
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| 民 族： |
回族 |
所在地区： |
北京 北京 |
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| 文化程度： |
本科 |
所学专业： |
英语语言文学 |
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| 毕业时间： |
40339 |
毕业学校： |
北京大学外国语学院英语系 |
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| 第一外语： |
英语 |
等级水平： |
专业四级 |
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| 口译等级： |
中级 |
工作经历： |
2 年 |
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| 翻译库信息 |
| 可翻译语种： |
英语 |
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| 目前所在地： |
北京 北京 |
| 可提供服务类型： |
笔译、家教 |
| 每周可提供服务时间： |
7天均可 |
| 证书信息 |
| 证书名称： |
TOEFL ibt |
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| 获证时间： |
2008/12/1 |
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| 获得分数： |
108120 |
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| 工作经历 |
| 工作时期： |
2008/6/1--2009/6/1 |
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| 公司名称： |
北大国际MBA |
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| 公司性质： |
其它 |
| 所属行业： |
教育/培训 |
| 所在部门： |
信息管理 |
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| 职位： |
实习生 |
| 自我评价： |
完成中英文互译，上传翻译内容 |
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| 笔译案例信息 |
| 案例标题： |
品牌制造：心与思想的沟通 |
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| 原文： |
2008年11月15日，宝马集团大中华区总裁兼首席执行官史登科博士（Dr. Christoph Stark），在北京大学国家发展研究院（中国经济研究中心）的万众楼二层多功能厅发表了题目为“Brand Building，Connecting Hearts and Minds”的演讲。北大国际MBA（BiMBA）美方院长杨壮教授等出席并主持了这次演讲。
在现在经济全球化高度发展的今天，企业是否保持持久的竞争性，除了与其产品的品质，营销策略等有关外，一个优质的品牌也是必不可少的。如何在全球化竞争中创建真正的品牌价值将其转化成销售业绩？就此问题史登科博士与参加讲座的北大国际MBA（BiMBA）的学员们分享了他的看法。
什么是品牌？"现代广告之父"大卫•奥格威(David Ogilvy)定义品牌是一个综合标志，它是一种产品的品质，名称，包装，价格以及它的历史，声誉和广告方式的无形综合，同时它也是顾客对产品印象的反映。史登科博士也认为品牌不仅仅是某种商品的标志，同时也是顾客内心和思想中的反映，可以不随着时间的流逝而退色，更是人们生活态度的一种反映。顾客每天大概要接受大约5000条商业信息，或者更多，要想在如此之多的信息中脱颖而出，我们就必须要有自己独特的品牌，而且好的品牌也能够为公司到来更多的商业价值。
怎样去创建一个成功的品牌？史登科博士指出了一个成功品牌所必有的条件：高的知名度、好的成品及性价比、明晰的外观设计和特色以及强烈的情绪感染力。成功的品牌不仅仅是用设计好或不好来衡量，它表达的是一种生活的态度，包括生活质量，社会地位以及观念的创新性。
史登科博士以宝马为例对如何创建成功的品牌进行了讲解。他指出汽车是一种最能表达和展现自我的产品，无论是在欧洲，美国还是中国，汽车已经成为其拥有者的代言人，因此品牌定位成为各个汽车公司首要考虑的问题。同时还需要大量的人力和物力经过长时间的发展才能够形成好的品牌。宝马公司经过了90年的努力打造了现在强有力的“BMW”品牌，也已成为了宝马公司的重要基石之一。宝马认为满足客户的需求是其品牌的核心意义，它代表了宝马的动力，挑战和文化的价值取向。在中国，宝马公司也参与了许多公益活动来做为树立品牌的一种方式，虽然不会给公司带来直接的经济利益，但是却会很好的宣传宝马品牌。
最后，史等科博士总结道，品牌是一个公司理念和运营活动的产物，它代表了公司的产品。我们需要稳步的发展，并且花费大量的时间和资金才能够打造一个优质的品牌，但是不能轻易的削减维持品牌的投资，因为它也是极易被破坏的。
精彩的演讲赢得了北大国际MBA（BiMBA）学员们的热烈掌声。演讲结束后，学员们都积极踊跃地向史登科博士进行了交流，他对大家所提的问题进行了耐心且详尽的解答，讲座最终在热烈的气氛中圆满结束。
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| 译文： |
Brand Building：Connecting Hearts and Minds
On November 15th, 2008, Dr. Christoph Stark, President and CEO of BMW China gave a speech on “Brand Building, Connecting Hearts and Minds” in the multifunction-hall on the first floor of Wangzhong Building in the National Development Research Institute at Peking University. Professor John Zhuang Yang, Dean (U.S.) of Beijing International MBA Program at Peking University (BiMBA) attended and presided over this speech.
In today’s high level of economic globalization, in addition to the product quality and marketing strategies, whether the business maintains long-lasting competitiveness is also related to a high-quality brand. How to create a true brand value in global competition and convert it into increase in sales? Dr. Christoph Stark shared his view about this issue with the students of BiMBA.
What is a brand? David Ogilvy, "the father of modern advertising," defines brand as a comprehensive logo. It is an invisible combination of product quality, product name, packaging, price, history, reputation and advertising strategy. It also reflects the impression of the product held by the consumers. Dr. Christoph Stark believes that brand is not only a sign of a certain commodity, but also a reflection of the hearts and minds of customers. It could not fade with time and it is a reflection of people’s life attitudes. Each day, Customers may accept about 5000 pieces of commercial information or more. We should own our unique brand in order to stand out among such a great number of information. Moreover, good brands can also bring more commercial value for the company.
How to create a successful brand? Dr. Christoph Stark pointed out a necessary condition for establishing a successful brand: high visibility, good products and cost-effective, clear designs, features as well as the strong emotional appeal. A successful brand design cannot be measured simply as good or bad. What is expressed in a brand is a kind of life attitude, including the quality of life, social status, as well as innovativeness of concepts.
Dr. Christoph Stark used BMW as an example to demonstrate how to create a successful brand. He pointed out that the car is one of the products that best express and present oneself. Whether in Europe, in the United States or in China, the car has become the spokesman for its owner. Therefore, the brand positioning becomes the first consideration of each car company. At the same time, the formation of a good brand requires a large amount of human and material resources and quite a long time. BMW, after 90 years of efforts, has built the strong "BMW" brand, and the brand has become the important cornerstone of BMW. BMW believes that meeting the demand of customers is the core meaning of its brand, which represents the driving force, the challenges and the values of BMW. In China, BMW has also involved in many charity activities as a way of brand formation. Although it will not bring direct economic benefits to the company, it will be a good opportunity for BMW brand publicity.
Finally, Dr. Christoph Stark made a conclusion that the brand is the product of company philosophy and operations, which represents the company's products. We need a steady growth and we have to spend a great deal of time and money in building a high-quality brand. We should not easily cut the investment on maintaining the brand for it is easily damaged.
Brilliant speech won a warm applause from the participants. After his speech, the students of BiMBA actively and enthusiastically exchanged opinions with Dr. Christoph Stark. Dr. Christoph Stark gave patient and detailed answers to all the questions. The lecture successfully ended in a warm atmosphere
Background: BMW Group set up a representative office in Beijing in 1994. Subsequently, it developed rapidly in China and has become a leading supplier of high-end automotive products manufacturers. In May 2004, BMW Group and Brilliance China Automotive Holdings Limited open the history of BMW Brilliance Automotive Ltd., whose factory is located in Shenyang, the capital of Liaoning Province in northeast China. On November 1st, 2004, BMW Group established an independent department for the Chinese market, managing the business in mainland China, Hong Kong, Macao and Taiwan. Dr. Christoph Stark was appointed President and CEO of BMW China, responsible for setting up this new department. Dr. Christoph Stark mainly works in Beijing and takes the responsibility for the market operation of BMW China, including imported cars sales, marketing and distribution, as well as the coordination work between BMW Group and Brilliance China Automotive Holdings Limited.
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