The Study On Global Branding Of China's Brands

In the future, marketing will be the war of the brands, in possession of market share will be much more important than factory, and the only way to possess market share is holding a leading brand. With the development of science and technology and with the deepening of the globalization, the competition between enterprises is losing the character of localization, and tends towards globalization. Facing such globalized competiting environment, how does the enterprise to obtain the durative development, how to exploit new market, how to upgrade the enterprise's competence in the global market? The answer to these questions is: the quality of the product is no doubt important, but this is just the foundation of the competition, the key to win is building brand. The brand's competence is the embodiment of both the product's competence and enterprise's competence.With China's entry into WTO, not only in the global market but also in the domain market, most of China's enterprises have to compete with those powerful and well-known global brands. But it is a great pity that no China's brand has been acknowledged by the global market so far. Additionally, the study on the global branding of China's brands is not enough yet, and sometimes the researches of experts and scholar just focus on a certain aspect. All these factors drive me to finish this thesis.With the integration of the previous studies on correlative fields and the combination of qualitative and quantitative analyzing methods, this thesis, systematically analyzes the strategies and tactics of the global branding of China's brands. This thesis consists of five chapters: chapter one defines the concerned concepts of global branding, and puts forward the strategic significance of global branding; chapter two starts with the history and present status of China's brands, then brings forward the necessity of global branding of China's brands; chapter three analyzes the choices of the starting market, which are easy first and difficult afterwards, difficult first and easy afterwards, or something between; chapter four tries to tell the best approach to get into the starting market, in this chapter I analyze the influence of OEM, export and oversea investment on global branding in an objective manner, and then I educe my own opinion that is the oversea investment is the best approach; in light of brand theories, I bring out the tactics of global branding from five aspects in chapter five.Unfortunately, partly because of the exploration of global branding of China's brands, partly because of the absence of existing models to follow, and partly because of the unavailability of some concerned data, I have from time to time to rack my brains to display something new, to contribute to China's brand construction. So I make tentative research on this aspect, but because of the above reasons, I'm afraid I'm a fumbler in many ideas in the thesis, so many oversights,inaccuracies and mistakes are also unavoidable.I sincerely ask for advice and suggestions from every professors and experts, with which I can further my research in more rewarding direction.Thanks.