The Study On The Tactics Of Global Branding Of Chinese Enterprise

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. When the Premier of the State Council Jiabao Wen reviewed Qingdao city of Shandong province, he said, if the enterprises want to success in the drastic competition, they should create the production of name brand. The name brand is the quality, the competence and the life. The name brand not only is the symbol of the strength and credit standing of enterprises, but also stands for the economic strength of a country. It is the embodiment of a nation' s stuff that the quantity of name brand, which a country holds. He hoped that the name brands of China appear in the world more and more. We should breed the more global enterprises and global brands quickly, in order to make our country thriving and prosperous and rebound our nation. We should encourage the excellent enterprises such as Haier, and lead them to develop much better, so as to become the top-brand of the world. With entering into WTO of China, not only in the global market but also in the domestic market, most of Chinese enterprises have to compete with those powerful and well-known global brands. In this situation, Chinese enterprises should act actively. On the basic of accomplishing the analyzing of environment of internal and overseas, Chinese enterprises should participate in the global economy. They could spread the famous brands of China by making full use of overseas resource and the advantageof entering into WTO of China. Chinese enterprises could become more and more strong by this. In a word, it is rather early or late than need or needn' t for Chinese enterprises to actualize the global branding. It is a great pity that the global market has not been acknowledged Chinese brand so far. Furthermore, there' s a great gap between the enterprises of China and overseas enterprises on the tactics of brand' s marketing and the techniques of branding management. Therefore, in the background of global economy and the Chinese enterprises' development of brands, it has the great significance to research the global branding of Chinese enterprises. Additionally, the study on the global branding of is not enough yet, especially the tactics of the global branding of Chinese enterprises brands. 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 tactics of global branding. It consists of five parts: part one discusses the primary theory of brand, including the meaning of brand, the assets of brand and the shaping of brand; part two defines the concerned concepts of global branding, and puts forward the strategic significance of global branding, opportunity and obstacle; part three starts with the history and present status of Chinese brands, then analyzes the primary problems of the development of Chinese brands. And then it brings forward the necessity and the strategy of global branding of Chinese brands; part four is the principal part of the thesis. In light of brand theories, it brings out the tactics of global branding from five aspects in order to resolve the problems, which chapter three brings. In the last part, the thesis puts forward the main problems, which the global branding of Chinese brands may fall across, and then it brings forward some methods for resolving them.