链典4矮降贸多大 高级商务英语阅读 Supplementary Readings for Chapter 1 The Long March (1) Chinese Companies Establish Brand Awareness in Overseas Markets Top Band Weekly August 27,2003 By Lynn Furrow,General Manager of The Hoffman Agency Beijing Office China exports a dizzying array of personal computers,DVD players,refrigerators,and consumer electronic goods...yet most people outside of China can't name even one Chinese brand.As more and more Chinese enterprises push their goods into overseas markets,companies are now trying to change this. Legend Group,the largest computer manufacturer and a household name in China,is shooting to increase overseas sales from seven to 25 percent of its total revenue.In expanding overseas, however,it encountered a branding dilemma:because other companies in many countries around the world have already registered"Legend",the Chinese company was forced to devise a new English name that could be used unrestrictedly in markets worldwide.Thus on April 28th,Legend Group's new English name "Lenovo"was born.Although it may offer a fresh start,the new name erases two decades of brand building in China and must stand up to the stigma that Chinese companies face overseas:"The biggest challenge is to build up people's confidence about the product,'says Annie Chung,and analyst with Gartner Inc.in Hong Kong.They need to get away from the China-made,low-quality image." Netease.com,for example,had a bumpy entrance into the U.S.market.After listing on Nasdaq just as the Internet bubble was bursting in 2000,the company then faced an accounting scandal,a class action suit,and an order from Nasdag to suspend trading.When Ted Sun took over as acting CEO,he brought sweeping changes to upper management and restated earnings in an effort to restore investor and customer confidence.A couple of years later,investors seem to have regained 第1页共7页高级商务英语阅读 Supplementary Readings for Chapter 1 The Long March （1） Chinese Companies Establish Brand Awareness in Overseas Markets Top Band Weekly August 27, 2003 By Lynn Furrow, General Manager of The Hoffman Agency Beijing Office China exports a dizzying array of personal computers, DVD players, refrigerators, and consumer electronic goods… yet most people outside of China can’t name even one Chinese brand. As more and more Chinese enterprises push their goods into overseas markets, companies are now trying to change this. Legend Group, the largest computer manufacturer and a household name in China, is shooting to increase overseas sales from seven to 25 percent of its total revenue. In expanding overseas, however, it encountered a branding dilemma: because other companies in many countries around the world have already registered “Legend”, the Chinese company was forced to devise a new English name that could be used unrestrictedly in markets worldwide. Thus on April 28th, Legend Group’s new English name “Lenovo” was born. Although it may offer a fresh start, the new name erases two decades of brand building in China and must stand up to the stigma that Chinese companies face overseas: “‘The biggest challenge is to build up people’s confidence about the product,’ says Annie Chung, and analyst with Gartner Inc. in Hong Kong. ‘They need to get away from the China-made, low-quality image.’” Netease.com, for example, had a bumpy entrance into the U.S. market. After listing on Nasdaq just as the Internet bubble was bursting in 2000, the company then faced an accounting scandal, a class action suit, and an order from Nasdaq to suspend trading. When Ted Sun took over as acting CEO, he brought sweeping changes to upper management and restated earnings in an effort to restore investor and customer confidence. A couple of years later, investors seem to have regained 第 1 页 共 7 页