Research On The International Communication Of Chinese Enterprise Brand

The essence of market competition is the brand competition under the background of economic globalization,and the internationalization of Chinese enterprise brand will be the key for the future economic development of China and the only way for Chinese enterprise to maintain prosperity.Ever since the implementation of the reform and open policy in China, Chinese enterprise gradually initiated their investigation of internationalization in order to compete globally. After three decades’ effort, we already have some world-class products and companies, but no widely-respected, highly influential top brands have been generated, even the popularity of Chinese brand in the overseas market being not optimistic. Clearly difficulties and problems exist for the internationalization of our enterprise brand. This thesis will summarize the current status of Chinese enterprise, discuss in depth the problems and difficulties in the formation and dissemination of Chinese brand in order to elucidate the key issues, and hopefully provide a possible strategic path for enhancing our enterprise brand globalization.This thesis will investigate the necessity of the internationalization of Chinese enterprise brand that are placed in the background of economic globalization, and discuss its importance and value to the development of the enterprise themselves as well as to the enhancement of state’s competitiveness. It will consist of the following four parts:a) The process of the internationalization of Chinese enterprise brands. This part will discuss the general background of brand globalization and summarize the course of that of Chinese enterprise brands. This thesis will divide the process of internationalization of Chinese brand communication into four stages:ex-international transmission period (1984-1994), gestation period (1995-2001), test period (2002-2008) and match period (since2009). Based on this discussion a conclusion is drawn that due to the extremely low brand influence, leading global brands have not been formed so far, and it will take more time for Chinese enterprise brand’s global communication to enter the process of global brand development.b) The current status and the problems faced by Chinese enterprise. After over a decade’s hard exploration, the first few Chinese enterprises’ brand communication has gained some success internationally, but overall, the influence and brand value of the Chinese enterprise brand are still far from the world famous brands. There’s still no place in the world’s top brand for China. The essence of modern brand is to establish a close relationship between consumers and products, while deep relationship building can only be established through effective communication. As for the present situation of the internationalization of Chinese brand communication, there are still apparent problems. Creating world-class brand, as well as finding out the ways to international brand image building and spreading is still the uppermost strategic task for Chinese enterprises facing global competition in the future.c) The analysis of the controlling factors for the internationalization of Chinese enterprise brand. A three-dimensional model will be established based on the comparison of internationally recognized brands and Chinese ones. This model will then be used to analyze the difficulties in dissemination of Chinese enterprise brands from the micro-, meso-and macro-levels. From the micro-level, the current difficulties mainly result from the limitation of Chinese enterprise themselves; from the meso-level, the inadequate support from local government; and finally from the macro-level, the constraint from international competition.d) The analysis of the possible solutions to improved international communication of Chinese enterprise brands. Again the three-dimensional model mentioned above will be utilized to discuss the ways to build solid basic skill sets and healthy environmental support, to build state image of adequate policy making and performing, and to generate world-class enterprise brand.The ending part of this thesis will re-iterate the anticipation of the birth of China’s true world-class brands, the brief summary of the reasons for their absence to date and the expectation of possible paths leading to that goal.